"Technology has democratised content creation"

When it comes to content, it’s important to embrace both long & short forms of content since they form a symbiotic relationship, say industry experts

e4m by Synjini Nandi
Updated: Mar 15, 2013 7:24 PM
"Technology has democratised content creation"

As we dive headfirst into a digital media era, the shrinking of audience patience and consuming bite-sized content such as tweets, headlines, YouTube videos, summaries, etc., are some of the varied expectations. However, even in this era, long form content seems to have revived from two minute ads, longer articles, deeper investigative reporting and richer fiction content. But the debate still continues over long form versus split second viewing.

According to Ajay Vidyasagar, Regional Director, Google, there is a big difference between the consumer types, which further defines how they consume content. Today, the consumers are not only landing in front of the content, but also creating communities and are curating content, which are shared with their peers. In India, the nature of access also defines content.

Commenting on the same, Mark Wilson Dunn, Global Sales & Marketing Director, British Telecom Media & Broadcast stated, “I believe that the creative process is important for any type of content. Short term content has indeed attracted people. An average human being has an attention span of around 15 minutes and that is where short form comes to the fore. But having said that, I firmly believe in the best finished quality of content.”

The debate which might have started with digital media has spilled over to print media as well. Kalpesh Yagnik, National Editor, Dainik Bhaskar Group believes that it is significant to understand how readers are going to consume content and knowledge of mass media. News items are consumed in split second or racy formats as well, but again it depends on the type and content of the article. Also, racy formats shouldn’t be governed by minutes but by formats. For basic security, news items are consumed in a racy manner and to have a cutting edge in the society, long formats are consumed, which can provide information of the minutest of details.

Elaborating on the consumption pattern, Bharat Ranga, Chief Content & Creative officer, ZEE said, “Everything depends on the consumers’ mood and time. Today, content is either specially created or is expression based. There can be no versus and both have to co-exist. In terms of advertising, I think like most media vehicles advertisers will put money based on their gut feelings. The growth will further be defined by the measurement techniques that are being used and that would come to the fore in the future.”

According to Rishi Jaitley, Head, Twitter India, the biggest lesson from Twitter is that a story can be told through tweets. The content can also be made more creative, conversational and social on Twitter and is in itself a form of media. What is interesting is the fact that Twitter is working in tandem with long form, leading to the co-existence of both long and short forms.

Jaitly further said, “As people are watching TV, they are sharing their experiences on Twitter and hence, once can build a bridge and point people back to traditional media. It is important for both the long form and short form to work together and in tandem at the end of the day. Also with the way content presentation has changed, advertisers would get more creative. Hence where on one side the pessimistic view would be the decrease in attention span, the optimistic view would be the fueling of creativity owing this new media.”

Vidyasagar concluded by saying that today content creation is more democratised due to technology. Moreover advertising should happen by invitation and not by force. Sooner than later consumers will become a part of the ecosystem and that will lead to getting the right set of viewers, right advertisers, etc., in a very happy co-existence.

Kalpesh Yagnik, Ajay Vidyasagar, Rishi Jaitly, Mark Wilson Dunn and Bharat Ranga were expressing their views at FICCI Frames held in Mumbai on March 14, 2013.

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