#FF14 Day 1: Seamless content delivery across multiple platforms the way forward

13 Mar,2014

By a correspondent


With so much being written and said of the emergence of multiple platforms and content delivery mechanisms in India, it was only apt to gather opinion from those that are driving the change to get a firsthand feel of the effects being spotted. The session on ‘Television 3.1’ on day 1 of FICCI Frames saw the panelists assess the future of the broadcast industry, in terms of content, marketing and distribution strategies in the era of convergence and multiplatform delivery mechanisms.


The panelists comprised speakers like Tarun Katial, CEO, Reliance Broadcast, Vikram Chandra, CEO, NDTV Group, Mathieu Bejot, Executive Director, TV France International, Bharat Ranga, Chief Content and Creative Officer, ZEE Entertainment, Ashok Mansukhani, President, MSO Alliance and Todd Miller, CEO, Celestial Tiger Entertainment. The session was moderated by Janine Stein, Editorial Director, Content Asia.


Vikram Chandra began by highlighting how 4G and smartphones will be the next big change agents in the Indian media landscape. “The recent months have witnessed a lot of people moving to the second screen to access content of their choice and with the access becoming more fast and affordable, smartphones will be the next big thing where content consumption is concerned,” he said.


For Todd Miller, what will drive India in the months ahead will be the explosion of HD technology. Assisting that would be content from China that would be finding its way around the world, including India.


Providing a different perspective, Bharat Ranga said that the way his network functioned it was a matter of tackling markets on a ‘meta’ level. Meta-national approach by companies that caters to market-specific conditions will drive the growth for broadcasters. Also, it will be essential for broadcasters to have a consumerist understanding of data and not marketing understanding. With the emergence of new platforms, Ranga noted that the industry will see the emergence of budding talents who will be able to bring in a different perspective.


Ashok Mansukhani proposed that each stakeholder should be able to make money from the digitization exercise but that the consumer should have the final say. He said that the phase 3 and 4 of digitization will see a lot of players going fiber. While that will boost output, it is essential that the distribution rights of such an exercise are retained with the distributor, he noted.


Tarun Katial said that India was ready to see content as the core subject that can be created for various platforms. The ability to have good investment strength and also the right mix of talent and content will help companies achieve the goal faster, he noted. Mr Katial added that while earlier ‘Content was King and Distribution was God’, the phrase has now changed to ‘Content is king and Technology is God’. Going forward, it is important that broadcasters have a hold on the IPs as that is what will matter in the future. And while much of the content at Reliance is being rented, Mr Katial added that very soon they will be working on producing content that would be their own.


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