e4m Limelight Networks roundtable: Experts share insights on increasing role of digital
A panel of industry experts exchange ideas on ‘The New World of Media Experiences’
The exchange4media Limelight Networks roundtable conducted on September 27 at Radisson Blu, Noida, saw a confluence of industry leaders from the media industry. The topic of discussion was “The New World of Media Experiences: Trends, Opportunities and Challenges”.
The panel was graced by eminent personalities from the media industry like Saurav Singh, Head - Product & Business Operations at Times Internet; Devendra Maurya, Technology Head at IBC24; Satvir S Kataria, President, Marketing at Haribhoomi; Sushil Giri, AGM Marketing at Haribhoomi; Sanjay Nagpal, Head of Technology at Aaj Tak (India Today Group); Pankaj Belwariar, AVP - National Marketing at Prabhat Khabar; Subrata Dutta, CTO at ABP News; Sambhav Jain, Head of Business at Tripoto; Siddharth Biswas, Brand Head at PTC Network; Anubhav Nath, Head - Revenue and Marketing at PTC Network and Pradeep Roy, Senior Manager - IT at iTV Network (NewsX / India News).
To begin the discussion, Jain said, “Content is King. Most of our traffic comes from millennials and they consume a lot of digital content. Digital is the community where maximum business transactions happen.”
Agreeing to Jain’s point, Pankaj Belwaria said,” Content has been diverted from print to digital format”. He also said “We are content generators, so content will never go away. Only the medium changes.”
Ashwin Rao, Director Sales-India, Limelight Networks, enumerated the challenges that content platforms face. “Users today expect peak performance when accessing content anywhere even on mobile networks. That is an issue in emerging regions which are going online rapidly but still have poor network connectivity,” he said.
He also mentioned the complexities involved in delivering rich experiences in a secure environment and in addressing consumer concerns about online security and protection of personal data.
Rao shared the solutions Limelight Networks provides to media and entertainment companies in the areas of Content Delivery, Video, Delivery & Management, Edge, Services, Origin, Storage and Cloud Security.
“Digital is coming up really fast in the tier-3 market,” said Satvir S Kataria. He also drew the attention of the panellists on the point that monetisation is major problem for local players. Sanjay Nagpal replied to him saying: “Content, which has value, needs a correct platform for proper propagation.”
“We, at India Today Group, make sure that all our content is digitally available,” Nagpal added.
Saurav Singh had other important points to share. According to him, “The way content is being produced needs to be changed. So we need to evolve accordingly.”
Subrata Dutta highlighted the importance of technology in the media. “In order to remain upbeat with the trend, we need to evolve in terms of technology," he said.
To conclude, Siddharth Biswas said: “Content is a source of knowledge now and not news.”
The panellists zeroed on the point that digital is the new way of content propagation and technology plays a crucial role in the industry which needs constant evolution.
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