Top Story

e4m_logo.png

Home >> Media - Others >> Article

Ernst & Young’s Mark Borao on monetising digital content

12-May-2011
Font Size   16
Share
Ernst & Young’s Mark Borao on monetising digital content

Mark Borao, Global Advisory leader, M&E of Ernst & Young speaks to exchange4media on the new trends in digital content and addresses the challenges of monetisation of content and distribution across multiple platforms.

According to Borao, there had been a huge push to look at a digital transformation and there were a lot of things fueling it. One of them was the advent of large penetration of multiple devices such as mobile phones and iPads, thus increasing the demand for content across markets. “There is a huge consumption of content, which is compelling media and entertainment companies to think of better ways to supply their content and also the means to distribute it digitally. Though this has been a topical issue for the past 10 years, it has gathered momentum in the last 18 months.”

Borao noted that there were also people who were just concerned about the lessons that they had learnt in the physical world and how they could translate it in the digital world.

Remarking on how promising India as a market was, Barao said, “Assuming if I am right and if 4G does get enabled, it will help the mobility business get greater access in India, thus growing the market opportunities. As for print as a medium, in India, the newspaper business is fantastic, which is not the case in the western countries and there are a variety of reasons for that. But I think that as digital and mobile become more popular in India, we will see some interesting models emerging in times to come.”

Stressing on TV as a medium, he commented, “I don’t see TV going away. This medium is going to keep evolving, where a lot of them today have widgets and have access to the Internet. So, what one is going to see is a model where content will come to the television medium via a variety of services.”

He, however, stressed that the key area to be focused on was distribution, specifically digital distribution. According to him, for M&E companies, figuring out how to monetise digital content remained a challenge. “Building new digital business models requires innovation,” Borao pointed out, adding, “M&E companies are developing innovative ways to unbundle and repackage content in new ways that emphasise sharing, mobility and engagement. In many instances, M&E content bundles will not be products at all, but rather services that offer a compelling enough value that consumers will be willing to pay for them. In the digital era, this strategy holds the key to restoring top line growth and margins.”
 

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.