It’s a great time for content creators: Siddharth Kumar Tewary
The Founder & Chief Creative Officer of One Life Studios & Swastik Productions speaks on the topic ‘Can TV content keep up with the disruption of OTT?’ at e4m’s TV First conference
Published - 01-February-2019
At a time when the OTT space has so much to offer, one often neglects television content, sometimes because of the never-ending shows and sometimes because of the uninteresting content.
So, can TV content keep up with the disruption of OTT? Siddharth Kumar Tewary, Founder & Chief Creative Officer, One Life Studios & Swastik Productions, spoke on this topic at exchange4media’s TV First conference held in Mumbai on Thursday.
“I think TV will change in the coming years. TV will evolve. Of course, long-form content will be there. TV will have relatable shows with premium quality of content,” he said.
According to Tewary, technology is the real game changer. “The disruption to OTT came from television content. If you look at Amazon Prime and Netflix, most of the consumers went to these platforms to catch up what they had missed (on TV). And today in India, primarily a lot of OTT platforms are running on the huge amount of catch-up content. Appointment viewing is the reason why all the OTT platforms are working. We as content makers always believe that technology is the one that changes the game.”
He further said, “So whether we talk about Netflix, Hotstar or any other OTT platform, my concern is what is it that the audience is going to watch? Is it the content that I am creating or are they consuming it on that particular platform? For me, the platforms are changing.”
“In TV content, the world is changing. People need to understand how to sell ads, who to target and how do we get them. Viewers are evolving, viewers are changing. You cannot tell a viewer that you have to watch an ad on TV. If you look at the numbers across OTT mass platforms, the ratings which used to be 10, have come down to 2.5-3,” Tewary said.
“Today, if you create a good content it will work. Go out and tell a good story, create content that has shelf life. Due to technology, a new audience has opened up and it’s a great time for content creators.”
Tewary has created and directed various magnum-opus big-budget shows such as Mahabharat (Star Plus), Karmaphal Daata Shani (Colors TV), Porus (SET India) and most recently RadhaKrishn (Star Bharat).