"We are broadening our focus on India's burgeoning media sector"

Glenn Parker, VP APAC, Getty Images talks about the company's new leadership, tie-ups & focus on building rich local content to enhance presence in the region

e4m by Priyanka Nair
Updated: Aug 19, 2013 8:19 AM
"We are broadening our focus on India's burgeoning media sector"

In 1995, Mark Getty and Jonathan Klein founded Getty Images to bring the fragmented stock photography business into the digital age, becoming the first company to license imagery online. Since then, Getty Images has led the industry with breakthrough licensing models, digital media management tools and a comprehensive offering of creative and editorial imagery, micro-stock, footage and music.

It can be noted that last year Getty Images embraced social by launching ‘The Feed by Getty Images’, an innovative use of the Getty Images’ Connect API applied to social media platforms. This software integration showcases Getty Images’ broad range of content based on trending topics and conversation for up-to-the-minute news, sports and entertainment imagery.

Glenn Parker, Vice President Asia-Pacific, Getty Images, who leads and oversees Getty Images’ Asia Pacific team, covering all key agency, corporate and media business segments spoke to exchange4media on the company’s India strategies and its latest marketing tie-ups…

New leadership, new horizons 
With the appointment of Nitin Lakhotia as Director, India, Getty Images team is focussed on identifying and developing growth opportunities beyond Getty Images core traditional customer base. “In particular, we are broadening our focus on India’s burgeoning media sector. Nitin’s appointment is part of Getty Images’ plan to enhance its Asia-Pacific presence as well as serve customers with a greater choice of innovative and inspiring content,” said Parker.

Getty is currently recruiting to further strengthen its teams in Mumbai and New Delhi, ensuring it remains at the forefront of existing and future customers’ needs.

“Our customer base continues to grow as we strive to provide a wide variety of visual content to meet the needs of as many potential user segments as possible. Our local website, www.gettyimages.in, coupled with our commitment to the region in terms of a localised presence, is testament to this. Our local presence extends not only to having on the ground sales people throughout India, but also to grow our number of potential contributors within the region,” mentioned Parker.

Partnerships and strategies
Parker pointed out that it is key to stay ahead of the demand for fresh and local content. Getty currently has partnerships with Flickr, Vimeo and SoundCloud, providing photographers with the opportunity to commercialise their content through its global platform.

Another key focus for Getty this year is video. “Our team is always on the lookout for fresh ideas and talented contributors to join us and help build our library of Indian and international still and moving visual content. As technology improves, we see video being increasingly used by customers. Video as a visual medium attracts greater user interaction across all digital applications. We are at the forefront again in providing our existing and new customers with visually stunning video,” said Parker.

Marketing tie-ups
Getty recently launched its global campaign ‘Transmedia Storytelling’ in India, which focusses on the art of brand storytelling via multiple platforms.

“In order to engage consumers and drive loyalty in this digital age, you need to use different types of content – images, video and music – across different channels. Today’s audience demands more and at Getty Images, we have everything businesses and creatives need to generate compelling stories,” concluded Parker.

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