Home >> Media-TV >> Article

Content consumption platforms have changed: Experts

01-March-2013
Font Size   16
Content consumption platforms have changed: Experts

‘Content is King’ has become a common adage in the Indian media industry, implying the importance of content. However, in reality consumers are miles away from good content, feel industry experts.

Lack of good content becomes all the more stark when observed against the scenario where the platforms available for consuming content are expanding. Today, one can watch television content on multiple screens – mobile phones, tablets, computers or laptops.

Annurag Batra, Editor-in-Chief, exchange4media Group feels that we need to change the way we define digital content.

Preet Dhupar, COO, BBC India remarked, “All over the world, consumption of media has totally changed and the choice now lies with the consumers. Earlier, distributors used to deliver the content, but now that has changed totally. Today, consumers are more aware and know what they want; their choice cannot be taken for granted.”

Keertan Adyanthaya, Managing Director, Fox International Channels, India stressed on the need to innovate while providing content to consumers. “It is the consumer who decides what to watch, where to watch and when to watch,” he added.

On a similar vein, Himanshu Patil, COO, Videocon D2H remarked, “I think for too long content has not been the king; consumer is the king now and content is the servant.”

Industry experts also wondered that when there is so much hype about good quality content, why do many channels that deliver good content end up last in the ladder of television rating points (TRPs).

According to Paritosh Joshi, Provocateur Advisory, “Content creators are concerned about consumption of content. However, with just a few people meters in this huge country, television measurement doesn’t give an accurate picture about the consumption of content.”

He further said that rating as the only criteria of judging a channel is wrong.

Industry experts state that television nowadays is not just 500 channels, but millions of minutes of programming stored on video servers around the world. For media companies wanting to create value in this new era, including the major networks, digital branding is key. Just as consumers manage to make their way in a few minutes through endless queues and hundreds of packets and racks in a supermarket by reaching for a box of a particular brand of product, viewers also find their way through the massive desert of content by returning to their favourite digital brand.

Annurag Batra, Preet Dhupar, Keertan Adyanthaya, Himanshu Patil, and Paritosh Joshi were sharing their views on the topic ‘Content in the digital age’ at the SatCab Symposium that was held in New Delhi on February 28, 2013.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS

In a conversation hosted by COVERGIRL and creative agency Droga5, this session discussed how creators push the boundaries of creativity by giving women the power to define it

The Pandey Khandaan, as promised, was in full attendance to watch brothers Piyush and Prasoon receive top honours.

The Japanese brand plans aggressive entry into Indian TV market