‘Content is King’ has become a common adage in the Indian media industry, implying the importance of content. However, in reality consumers are miles away from good content, feel industry experts.
Lack of good content becomes all the more stark when observed against the scenario where the platforms available for consuming content are expanding. Today, one can watch television content on multiple screens – mobile phones, tablets, computers or laptops.
Annurag Batra, Editor-in-Chief, exchange4media Group feels that we need to change the way we define digital content.
Preet Dhupar, COO, BBC India remarked, “All over the world, consumption of media has totally changed and the choice now lies with the consumers. Earlier, distributors used to deliver the content, but now that has changed totally. Today, consumers are more aware and know what they want; their choice cannot be taken for granted.”
Keertan Adyanthaya, Managing Director, Fox International Channels, India stressed on the need to innovate while providing content to consumers. “It is the consumer who decides what to watch, where to watch and when to watch,” he added.
On a similar vein, Himanshu Patil, COO, Videocon D2H remarked, “I think for too long content has not been the king; consumer is the king now and content is the servant.”
Industry experts also wondered that when there is so much hype about good quality content, why do many channels that deliver good content end up last in the ladder of television rating points (TRPs).
According to Paritosh Joshi, Provocateur Advisory, “Content creators are concerned about consumption of content. However, with just a few people meters in this huge country, television measurement doesn’t give an accurate picture about the consumption of content.”
He further said that rating as the only criteria of judging a channel is wrong.
Industry experts state that television nowadays is not just 500 channels, but millions of minutes of programming stored on video servers around the world. For media companies wanting to create value in this new era, including the major networks, digital branding is key. Just as consumers manage to make their way in a few minutes through endless queues and hundreds of packets and racks in a supermarket by reaching for a box of a particular brand of product, viewers also find their way through the massive desert of content by returning to their favourite digital brand.
Annurag Batra, Preet Dhupar, Keertan Adyanthaya, Himanshu Patil, and Paritosh Joshi were sharing their views on the topic ‘Content in the digital age’ at the SatCab Symposium that was held in New Delhi on February 28, 2013.