Priyanka Datta, Cluster Head of Zindagi and Zee Anmol talks about content evolution and how social dynamics played an important role in it in 2015.
2015 has been a landmark year for content evolution in India as we saw both distribution and consumption patterns undergoing a paradigm shift. Technology converted our cellphones into television screens and the penetration of the internet opened up the world to Indian audiences. People watch content-on-the-go be it on their TV, laptop, handset or tablet.
Social dynamics played a key role in the content evolution story of 2015. Though the ecosystem on the web is evolving with more players and programs, it’s the medium of television that continues to grow faster. Television content saw a growth trajectory, both in terms of quality and quantity. Real time feedback through social networking sites enabled content creators to customize their story telling as per the growing and varied consumer needs. Broadcasters need to innovate with their formats and make it relevant to audiences today.
With over 500,000 hours of television content created and with approximately 700 million Indians watching television for three hours everyday, television continued to be the pivotal plug for entertainment content consumption in 2015. It is said that the television industry is expected to grow at a CAGR of 15.5 per cent with an aim to reach INR 975 billion in 2019. The year saw the expected growth rate being achieved.
The growth in popularity of digital media continued to surge in 2015. With entertainment, beauty and food continuing to be the dominant verticals of content creation on the digital platform, there was a rise of digital stars from across the country. Over 41percent Indians consumed content on the internet. With 50 per cent of India’s population in the less-than-25 age group, there is a vast audience that the digital platform is tapping into.
GenNext has moved on to shows on the web that truly reflect their preferences. This audience is continuously on the move and consumes content on non-traditional platforms. They watch content that is refreshing, finite and crisp — limited episodes of 5 to 25 minutes. This year also saw long format content emerge as the winner on the digital platform with Indian Web series beating IMDB records of some of the most revered international ones. This trend will continue in the coming year.
One of the main reasons that the digital space is rising is due to the non-existent censorship. This allows content providers to address subjects that the young professional (aged between 18 and 30) can relate to and enjoy watching. It gives content providers the freedom to tailor content towards specific users, cover taboo topics and speak in a language the young professional understands, and thus, they are able to cater selectively to a wider audience.
India will see an unprecedented rise in the quantity of content being created for the Internet generation and a massive expansion in the variety of storytelling through traditional mediums. India is poised to be the global entertainment superpower of the world. To cater to this audience in 2015, even GEC creators have started to shift their content to multiple screens and are even creating content specifically for digital consumption. Audiences today can experience a multi-screen immersive entertainment experience. Finally, it’s all about content. If it’s engaging, people will watch it, whatever be the medium!