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Technology is a disruptive innovation for media: Experts

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Technology is a disruptive innovation for media: Experts

Since the time digital has entered the picture, media has become one of the most cluttered and disruptive industries. The evolution has been tremendous and has also led to the emergence of content that was not just meant for the 70mm screen of theatre but also for our very own personalised palm screens, our mobile phones. 

At a recent event, industry stalwarts- Jyoti Deshpande (CEO, Eros International), Peter Gartenberg (General Manager, Enterprise Partner Group, Microsoft India), Roger Wery (Global TMT Advisory, PwC) and Prabh Singh
(Consumer and Revenue Head, Hotstar) shared their insights on how digital, technology and media have joined hands to build a business model which has the ability to be agile, adaptable and is designed to thrive to be future ready. The session was moderated by Vikram Chandra (Consulting Editor, NDTV).

Talking about the evolving trends in the industry, Deshpande indicated towards the tremendous growth of Eros in the last four decades. “Definitely, there has been a huge transformation and since the last four decades we are trying to be more relevant to our consumers. Through technology changes we continued to invest in content and intellectual properties and re-invent ourselves and today we probably think of ourselves as a digital company,” she said.

While asked about data engagement, she added, “Data analytics has been incorporated in a country like India where people are engaged to content differently depending on what they are watching in cities, in smaller towns, in cinemas or on mobile phones. I think 2018 will witness the beginning of great learning curve and it’s a long way to go.”

Since technology keeps updating at a very fast pace, what looks fresh now might look stale at the very next moment. Chandra threw some light on the trends in technology and went on to ask Peter Gartenberg on how technology is proving to keep itself tied up with media in the coming years.

On being asked by Chandra: ‘Looking at the very landscape right now, what are the technology trends that have come out?’, Gartenberg stated that top content that is being produced digitally is undergoing a lot of churn. Talking about technology trends, he spoke about how Microsoft has been working on Virtual Reality, Augmented Reality, SVG and all kinds of different formats.

Talking about technology trends for 2018, he highlighted a few key notes. “One of the very important projects that my team members and me are very excited about is to work on Artificial Intelligence (AI)/Machine learning. This will probably be one of the most effective ways of engaging the audience into a new kind of learning. So that would probably be a new beginning and we’ll notice how AI will help the media industry,” said Gartenberg.

While discussing AI and current trends, Roger Wery explained that technology can build a greater connect with the audience in this age of heavy distraction.

“According to the survey of Global Media Outlook that we publish every year, across the continent, with different generations and different type of users, the thirst for technology is seamless , intuitive, respects privacy and allows consumers to consume it on their own terms,” said Wery.

Talking about digital media, technology has been always present and sometimes it is seen as disruptive, to which Prabh Singh commented that Hotstar is not seen as a digital subsidy because there is a difference in content. He discussed the challenges that Hotstar faced by being the only online screen for showing live streaming sports.
“With the participation of the audience, where they can interact and comment and can feel the pulse of the match, we have somehow managed to drive an audience of a huge cricket loving nation on their mobile phones,” he said.

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