Hotstar buys minority stake in Zapr. Will it kill independence of analytics firm?

07 Mar,2017

By A Correspondent


Leading OTT platform from the Star India stable Hotstar and Zapr Media Labs, a Bengaluru-based media tech company, have announced a strategic partnership to drive the next wave of mobile audience analytics in India. This includes a minority stake that Star India will pick up in Zapr, a digital analytics firm set up by three IIM passouts in 2012. IIM Ahmedabad, not a newbie outpost. The two companies will work together to create a deep understanding of mobile audiences that can be leveraged by brands to create personalised communication and offers, notes a communique. However, we feel that it’s a kind of a self-goal as by selling stake to a broadcast/digital major, it loses its independence. For instance, will you really trust the data that is put out by a player which is trying to attract revenues?


Ajit Mohan

Now let’s hear what the Ajit Mohan, CEO, Hotstar said in a commmunique: “In the transition from the broadcast world to the digital world, advertisers got a data bonanza but in the process had to give up the ability to engage consumers who are actually paying attention to what they are saying. Hotstar has the opportunity to build the world’s first platform on digital where consumers are engaged and immersed while at the same time delivering deep audience understanding that allows brands to talk to individuals rather than segments. We believe that we have a shot at creating the world’s premier truly personalized advertising service, which benefits both brands and consumers.”


Added Sandipan Mondal, Co-founder and CEO, Zapr Media Labs:“We are excited to partner with Hotstar and Star on our journey to build a world-class media-tech company out of India. Over the past few years, Zapr has grown into one of the world’s largest media consumption repositories and audience cross-targeting platforms and this partnership further reinforces the incredible response we have received from our partners across brands, agencies and broadcasters. We look forward to accelerating the pace of our research and development, growing our product portfolio and building a deeper and long lasting relationship with the larger media and advertising industry.”


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