There is a TV in everybody's hand

It arrived with a lot of fanfare in 2015, promising a whole new world of streaming video content on mobile devices. But the period since has seen hooq choose a lower profile as it works on its plans for the indian market and the challenges it poses. Anuj Bhatia and Nimish Dubey met Salil Kapoor, managing director, hooq india, to find out more about what the company has been up to.

- Anuj Bhatia and Nimish Dubey

You have been in India for about a year now. How has the experience been? 

Hooq has been in India for a year or so and It has been a good journey. We have been building out the basic ecosystem. In India there are two three things which are very critical. One is the payment system as you need to have payment partnership in place because if you see that the way India works, it is not always credit cards. It is now wallets, it is now telcos, you need to have different options. The second thing is that the content in India is not so simple. content consumption behaviour in India is very typical. It is three tiered but when you go deeper, it also goes into sub-levels. The three tier system in India is english, Hindi and regional. And then you get into the sub-levels which are the genres. So, in english you will find TV series, movies, action, and romantic etc and similar in all other languages.

Then we also went on and realize that though the millennials are the target audience, but in this kind of business millennials will probably not be the main target audience. because video content consumption on go now comes naturally to people. Those who are of higher age bracket are doing it, youngsters are doing it, young adults are doing it, and everyone is doing it. People across all social strata are doing it. So, everybody is comfortable in doing that but then you have to look at an audience which fits your business.

So what would you call your target audience?