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Brands exploring possibility of storytelling beyond 30 seconds: Aditya Bhat, Head, Jio Studios

21-February-2018
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Brands exploring possibility of storytelling beyond 30 seconds: Aditya Bhat, Head, Jio Studios

When it comes to disruption no one has defined it better in recent times than Reliance Jio. Though a late entrant in the telecommunications space, Reliance Jio has ushered in an unprecedented era of data revolution. India which was ranked 149th in data consumption is ranked no 1 after the launch of Jio. It somehow also showcases what the power of 1.3 billion people can do when it comes to data.
If we look at the digital consumption trends, Reliance Jio’s availability has opened up newer possibilities for digital content players. While there are domestic and international brands competing for a bigger pie of this market, Reliance Jio with its Jio Studios has added a new dimension to this competition.
According to Aditya Bhat, Head Jio Studios, with Jio’s availability content has become more accessible, while the popular screen has become smaller. “Given this preference for small screen, even brands are debating the possibility of storytelling in an innovative manner and not necessarily in the advertising manner. I believe that given the changing dynamics Jio Studios will cater to that experience which goes beyond a 30 second ad," says Bhat
Giving Reliance Jio credit for encouraging the growth of OTT platforms, Bhat states, “The reason so many OTT platforms are coming is all courtesy to Jio. Now, Indians are using data not just for making calls but also for content consumption online. Since the core business of Jio is in the telecommunications, so the pipe is ours. So if Jio customer is using Jio to consume content from Amazon or Netflix, I think we also stand to benefit from this ecosystem. It will flourish and we don’t look at anybody with a threat because everybody stands to gain.”
While the mushrooming of OTT platforms may be a reality, however, according to Bhat the survivors in this domain will be the ones with the most effective recovery plan.
“I believe that OTT players need a proper RoI model for recovery. A lot of people who have invested in OTT need to really look at how the money that is spent can be recovered. YouTube is not a recovery medium in that sense because the cost of production is not proportional to the hits that one would get in terms of revenue or advertising. Brands with stronger backing of marketing and storytelling, which are making good content, are also spending a good amount of money in discovering that content. In the coming time, I believe only the few good ones will stay while others will not be able to survive because their business model might not be in place," adds Bhat.
While ‘originals’ might be a buzz word when it comes to producing digital content, Reliance Jio Studios is yet to embark on this journey. “Right now we don’t have any originals but we are equipped to do originals. Currently Jio is focusing on consolidating and building its network since we are a late entrant in this domain," explains Bhat when asked about Jio Studios plan of creating ‘originals’ similar to the strategy adopted by Netflix and Amazon.

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