The Global Thought Leaders Series on Day 3 of FICCI Frames 2010 saw an interesting discussion on the needed to hasten digitisation and also delved upon the menace of piracy and ways to tackle it. The session was moderated by Chairman and Managing Director exchange4media Group, Anurag Batra. The panelists included Adam Mirabella, Global Director, Ovi Music Services, Nokia; Jeffrey T Lawrence, Director Global Content Policy, Intel Corporation; and Steven M Abraham, Global Leader, Media and Entertainment, IBM Global Business Services.
Adam Mirabella started the session with a presentation on how music is consumed worldwide and Nokia’s plans for digitisation of music. He noted, “What is evident today is that huge consumption is happening through piracy. Consumers need something that they think is free, but in reality they are contributing to the growth of piracy. We are trying to veer them away from it while giving them a rich media experience.”
Focusing on India, Mirabella said, “India has become a beacon the world over, and people all over are inspired by it, it could be because it withstood the recession well or the culture and tradition or just its music. That said, we understand that one size does not fit all and thus, we are looking at differentiating things and adjusting our offerings for the consumers. Here, we touch upon regional, international, Bollywood and even devotional music, and in a way tailor everything that we do specifically for the market.” He further said, “We need to continue to focus, refine and invest in this marketplace, because we believe that the people of India are very passionate about their music.”
Commenting on the issue of piracy brought up by Mirabella, Anurag Batra said, “The issue of piracy is really huge in India and what we need to do is expand ticket sales.” He went on to cite an example, “During Christmas, the same content online out-skipped physical publications and the same has happened with the music business, because people find what they want easily online.”
Steven M Abraham began his presentation by saying that ideas should not be those that were lofty in nature, but those that could be enabled. “What we need to do is to be simple and yet give the consumers what they need.” Presenting some of the key points from a study that was done globally, Abraham explained, “The media industry continues to fragment with online and mobile showing great promise, while the demand for digital video continues to grow. This growth has been enabled by devices that provide connected experiences. With consumers now substituting online viewing for traditional television viewing, brands are following and are increasingly spending on more interactive channels.” He continued, “The three dimensions that now have to be present in business strategy for profit and growth are relevancy, pricing choice and cross platform integration.”
Jeffrey T Lawrence followed this up with his presentation on computing becoming personal. He said, “Computing is getting cheaper and faster for the audience. Talking specifically of Intel, we have become 5,000 times faster and 100,000 times cheaper from when we had started. People are opting for computing because it makes personalisation possible while getting the content that they want.” He added, “These days, we see more and more user-generated content. With the advent of 3G it will be an all new ballgame. While doing all of this, it is important to keep in mind that we need to give the consumer what he wants while keeping it simple, but still giving them a better experience. The way forward is smarter, faster and better.”
Batra concluded by saying, “Issues that we face with digitisation have to some extent been solved by the Government, private players and even consumers. Consumers’ mindsets are changing and with that things are going to change too.”