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The key to success in TV post digitisation will be specialisation: Sunil Lulla

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The key to success in TV post digitisation will be specialisation: Sunil Lulla

Almost 650 to 750 channels broadcast commercial television in more than 16 languages and 10 genres nationally and internationally. Television is the cheapest form of entertainment and has changed the social fabric around the world. Attention span on television is fragile as everything depends on the remote control. India has millions of television consumers and there are almost 10 million NRI households that consume Indian content. The entire television industry can be estimated at Rs 45000 crore. So how can one succeed in this industry?

According to Sunil Lulla, MD and CEO, Times Television Network, working in a hyper competitive industry, one needs to have interest, passion and believe, no matter what the job is – sales, anchoring, reporting or scripting. Everybody needs to listen to their customers.

During a Webinar organised by exchange4media Jobs and Careers on September 17, 2013, Lulla advised youth that they need to identify their core strength and make an effort to excel in their chosen area.

The TTN Chief then spoke about digitisation and how post it complete implementation, viewers will be spoilt for choice. “Channels will need to understand how to harness consumers then. Content will see immense growth,” he said.

The key to success in television post digitisation shall be specialisation. Specialisation will get more importance than general management skills in broadcasting as niche channels will get sharper focus when it comes to differentiation of content, he further added.

As per Lulla, customer relation has worsened in the last five years. Television is treated as a commodity and conversations with the end consumer have gone down, while dialogue with agencies has gone up; thus, creating an urgent need for a rebalancing act.

On being asked how one can integrate their event management career with television, Lulla explained that all channels focus on content created through on-ground initiatives. Thus, people should focus on how they can create events that can be enjoyed as an experience on ground as well as on TV.

A number of youngsters, during the Webinar, asked if they could switch to media from a non-media background; to which Lulla replied, “I came accidentally from advertising to television.” He advised aspiring professionals to stay closer to the industry and work on their efficiency, effectiveness and ideas. He suggested youth to not think of short-term careers in television, but think on the lines of a long haul.

To bloom in the television industry, survival is the most important. Budding television talent needs to be focussed, prioritise and work, concluded Lulla.

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