Just about everything in the media Industry is disruptive. We are in the process of at least two or three massive tectonic shifts that are taking place, and each ofthem is disrupting the entire the business model. It is a good thing, particularly as things haven’t been working very well for broadcasters.
The first disruption is with digitisation, as benefits are still to be seen on the ground, which is something unfortunate. Benefits from the point of view of subscription money are not flowing to the broadcasters, but we are hoping that it will happen four or five months from now.
A second major disruption is going to be change in ratings.
But if you asking for one specific innovation that is going to shake up everything, I think a lot of things are going to be on digital format – for example, where are people watching videos, are they watching on standard television or watching on apps or are they watching them online?
From NDTV’s point of view, we have already launched two products that are disruptive and a little ahead of the times as you’ll see the full potential of things rolling out in two to three years. The first product is the second screen, which enables you to use your gadgets in your hand and dictate the content on the television screen. Viewers can tell anchors which question you want to ask. We are using this in all our programming. The second major disruptive product is the NDTV Play List, which is also ahead of its times and enables you to do on your news. You can create your own window and watch the stories, post it own Twitter and so on. In short, it gives you the power to customise your news in your way.
The author is CEO, NDTV Group.