"Content must be curated & customised to fit multiple screens"
With diverse options for content consumption, multi-screening is the future trend as is narrowcasting, as opposed to broadcasting, say industry experts
Growing internet and mobile penetration has given birth to multiple screen options to users and has changed their content consumption behaviour immensely.
While speaking on how multi-screen options have changed news and sports viewership, Anil Singh, CEO, ProCam Sports remarked, “Multiplication of screen enables viewing sports (and other) content from anywhere, especially the option to view selective content through archives. This has created a sort of community of viewers who do not wish to sit in front of the television to watch content.”
Annurag Batra, Editor-in-Chief, exchange4media and Chairman, Businessworld commented, “We have all become ‘Screenagers’, as most of our content consumption is through various screens such as TV, laptop, and mobile. We as content creators should focus on more strategic approaches and on intelligent engagement with the consumer. For instance, Twitter is a branded content mechanism and not just a content generator. Platforms such as AIB and The Viral Fever have more viewership than MTV.”
According to Batra, “The future lies in narrowcasting, and not just broadcasting. The key is in curating content. 70 per cent should be the share of content creators, while 30 per cent should be user-generated. Also, future investments are forecast on screen technologies. Eventually, your table, refrigerator, wall, everything will become a screen. Human behaviour will be replicated on various screens. But, it is imperative to customise content to fit multiple screen formats. What works for one screen, doesn’t always work for another. However, there is no need to worry about the various sizes of screens; good content is always going to be essential, no matter the size of the screen.”
Vinod Bhanushali, President, Marketing, T-Series, said, “Multi-screening has only added to our physical presence. Two decades ago, there used to be CD releases of an entire album, today viewers have the option of downloading single or more songs. Reaching more consumers has become easier. Our YouTube channel formed in December 2010 has more than two billion views and four million subscribers today. Digital medium has also helped us monetise our content. Today, 40 per cent of our music revenues are through the online medium.”
The speakers were part of a panel discussion on ‘Gimme instant updates: Have multi-screen options changed news and sports viewership?’ at IMC’s Fusion 2014, held in Mumbai on February 15, 2014. The theme of the conference was ‘Tomorrow’s trends for today’s youth’ and covered entertainment, sports and media. The panel discussion was moderated by Kabir Bedi and Bharathi Pradhan.
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