Innovative marketing and promotional campaigns can be of little use unless they are fuelled with winning content. Irrespective of the platform, the key to success is high quality content. The session moderated by Patric Frater, Asia Editor, Variety, Hong Kong started off the discussion by quoting views of people from various walks of life and industries across the world. The sessions had mixed opinions from different people, however, it concluded with a unanimous opinion that ‘Consumer and not content is indeed the king.’
Now content has emerged as a stronger component when it comes to greater penetration and higher revenue generation. In the new era, consumers come across as the end winners since they are the ones that ultimately exercise their choice between mediums. There is an enormous variety of emerging mediums like the internet, branded gaming content, mobile videos and interactive television options. Subconscious registration of brands and consumer created content has changed the face of communication and given higher results in terms of penetration.
David Taghioff, Vice President of Business Affairs, William Morris Agency gave insights about the US market as he said, “In the US, social networking is used as a tool for creating effective and quality content. It is seen as a good medium for fresh ideas for quality content.”
James Ross, Regional Director, Asia, Granada International, HK had shared a similar opinion as he elaborated on high quality of content. “Different content appeals differently to different people. What is important here is whether it appeals to the right audience? If the content is relevant enough for a particular segment it would definitely appeal to them, while the same content might not work for another segment of consumers.”
Localization of content is very important and the economic results decide ‘Who is the King’. Ross cited interesting examples to substantiate his opinion. For instance, “Gaming and branded gaming content is very popular in Indonesia. While crazy variety format shows appeal the consumers in Japan, in Hong Kong interactive channels are a big hit. Content producers need to look into contemporary issues and relate to the end user,” he said.
While the debate was still in progress, Robert Chau, CEO, The Interactive Channel, HK and Singapore had a very balanced opinion on the topic as he said, “Content is King and Distribution is the Queen.’ However Chau supported his view as he said, “In the new era, interactive television is the future, as is not only helps in deeper penetration but also adds value to the content. In interactive TV, the consumer has the option to pick and choose from a wide range of programs and other branded content, from various mediums such as mobile, internet radio and live television.”
Talking about the Indian market, Sandeep Sikand, Programming Head, Sony said, “Content is king in the Indian market. There has been a dramatic growth in the Indian television market. This has elevated the Indian consumer to a much higher level. They now are in a position where they demand quality content. A particular content fails unless it appeals to the audience and adds value. However, content producers often take their viewers for granted. They tend to force the content which results in absolute failure. Content producers need to find topics and stories which not only appeal to their viewers but also help them relate to the content and give added value.”
Agreeing with Sikand, Paramdeep Singh, Vice President, Business Development and Finance, BODVOD, USA, gave few fundamental key points for content marketing. According to him, ‘Self Selecting’ audience is the top most key for marketing. Elaborating he said, “Fundamental shift from push to pull is very important. Content must have the ability to pull audience.”
With the monarchy being discussed, and kings and queens being launched and debated over, the consumer comes across as the ultimate winner – so for the time being… there are no complaints.