Measurement and feedback important for great storytelling: Gaurav Banerjee
Banerjee, President, Hindi Entertainment, Star India, was speaking at the unveiling of the Pitch Madison Advertising Report 2019 in Mumbai
Published - 14-February-2019
At the unveiling of the Pitch Madison Advertising Report 2019 in Mumbai, Gaurav Banerjee, President, Hindi Entertainment, Star India, spoke on the topic- ‘Need to Measure Content in Digital’.
Speaking about the importance of measuring content and how it gives content creators the much needed insight to make course corrections, Banerjee said, “The fact that you can measure content and get immediate feedback allows your idea to become better. I’m a guy who gets a report every Thursday and we think about what we did wrong and what could be made better.”
“A lot of writers who have the opportunity to work with us have taken those insights, gone to work on them and have become better storytellers. This is why measurement and feedback is really important. It helps us make good stories better. It tells us exactly what consumers want and therefore what should change. So I totally believe in the power of TRPs, it allows us to stay committed to serve our audiences in a better way. It allows good stories to stay and the bad ones, which we cannot fix, to go away,” he added.
Banerjee also highlighted the scale of work that Star India is doing and how its viewership is almost a continent in itself.
“When we get the story right on any Hindi entertainment channel today, the number of people watching it is equal to a small continent. One of the good shows that we have right now is a show called ‘Kullfi Kumarr Bajewala’ running in four different languages and the total viewership of this show alone is over 25 crore. So that is the scale of content that we do.”
He added, “Last year, more people watched IPL than the number of voters in the 2014 general elections. So everything which happens in content is about building engagement. The great part about good storytelling is that we can spark real deep conversations. We can do it better when we get feedback from our viewers.”
Banerjee also underlined the importance of context in the mix of great storytelling. He stated that the divide between TV and digital is artificial and had no bearing on great storytelling.
“To me, as a storyteller, context is supremely important. Also, the divide between TV and digital to my mind totally artificial. We are in the business of serving consumers who in turn are deeply interested in stories. So, they will go to whichever way it is convenient for them to watch.”