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“We are creating a future-ready company that will deliver top-notch content across platforms,” says Goenka. “The merged entity will have 75 channels, 2 OTT platforms<\/a> and a presence in 190-plus countries. Though I think, for the foreseeable future, India will remain a linear and digital market, investments in digital will significantly increase.” NP Singh, MD & CEO of Sony Pictures Networks India<\/a> (SPN<\/a>), who joins via video conference, says, “This is the right time to build a next-generation media company with size, scale and global collaboration.”
As major shifts unfold in media in terms of how content is created, consumed and purchased, leaders like Goenka are making bold bets to be on the right side of history.
The media landscape<\/a> is facing a tough challenge from big tech. Companies will have to be multi-channel, multi-platform and multidevice ready, and products such as news, movies, TV shows, games and concerts will have to be reimagined.
Operating in a hybrid ecosystem, they will have to create, aggregate and disseminate content for a consumer who wants on-demand entertainment—at the time of her choosing, the place of her choosing, and to be accessed on her preferred medium. “It’s been the actualisation of the convergence that we have been talking about. There is a mixing of genres and mediums,” says Jehil Thakkar, leader media & entertainment, Deloitte.
Media companies<\/a> will have to adapt to this new market reality. Experts say they will have to implement the phygital model in India. “Newspapers will bundle physical and digital products. Films will be released online and in theatres. Episodic content will be launched online and on linear TV. The games will be both live and virtual. It’s all about segmenting to maximise reach,” says Ashish Pherwani, media and entertainment leader, EY India.
Interestingly, media consumption is growing by leaps and bounds, and no generation in history has consumed as much media as we currently are.
According to a report released by the Confederation of Indian Industry and the Boston Consulting Group, the Indian media and entertainment sector will grow at a CAGR of 9-11% to reach $55-70 billion by 2030.<\/a>
Even as the sector grows, it is morphing.
Take video streaming platforms, called OTTs. According to the RBSA report, India’s video OTT market is expected to touch $12.5 billion by 2030, up from $1.5 billion in 2021.
And companies are trying to attract eyeballs. Netflix<\/a> India has a big slate for 2022. “There will be 1 billion internet connections by 2025. India does like to have entertainment in its pocket, but India also likes to consume entertainment on every possible device. We have to be available to people wherever they are and offer them what they want to watch. We want to keep a very consumer-first approach, a very entertainment-first approach,” says Monika Shergill, vice-president (content), Netflix India.
Though OTT players are attracting a number of users currently, the multiplex owners are sure about the future of the exhibition business as the market is fragmenting. Ask Ajay Bijli if people will still come out to watch movies. “There will always be a segment that will like to sit at home for whatever reasons — comfort, hesitancy or cost. But, fortunately, we are in a very populated country, and the bulk of my consumers are between 12 and 39 years. They want to get out,” says Bijli, chairman, PVR.
The last two pandemic years saw screen time go up exponentially, and content providers came up with a rich array of offerings.
“Almost all broadcasters aggressively created digital front ends to serve on-demand and linear services, social media-based content packets, etc. There are entirely new genres of movies and features that have cropped up. Pushed to the wall due to the ad slump, many traditional content players have made steps to put out subscription-based digital content services that they would not have otherwise tried,” says MK Anand, MD and CEO, Times Network.
“We therefore took the new operational conditions as a lab.” (Times Network is part of BCCL, which also publishes ET.) As the TV and movie industries grapple with tech-driven disruption, the pandemic has forced the events industry to consider a hybrid model: smaller venues and concerts streamed online.
Ashish Hemrajani, CEO of BookMyShow, says, globally, the intersection between virtual and on-ground entertainment is shaping up in an interesting fashion. “The big trend that has the ability to change the way we experience entertainment is the intractability between the virtual consumption of an event such as a music concert or a sporting event and the on-ground event through wearables\/smartphones,” he says. He believes nonfungible tokens have the potential to be gamechangers in the live entertainment industry.
WHO WILL WATCH THE DATA?<\/strong>
Industry executives say the new-age media company will be far more digital, data-driven and process-centric than ever before.
“Having user profiles, easy navigation and smart recommendations, including based on customers’ languages of preference, are all super important in making the streaming experience personalised and delightful. The key is to super-serve our customers with more of what they love and yet give them the joy of serendipity— discovering new amazing content that will absolutely surprise and delight them,” says Gaurav Gandhi, country head, Amazon Prime Video India.
Media companies will also become more interactive. There will be more content like Netflix’s 2018 interactive film Black Mirror: Bandersnatch.
Meanwhile, one sector that saw a breakout growth trajectory, was gaming, and experts feel that time spent on gaming will rival time spent on OTT apps for the 16-24 years demographic. Akshat Rathee, MD, Nodwin Gaming, says, “Esports could become the top three sports in India in terms of viewership and prize pool in the coming years.”
Experts also say that market success will largely depend on media and entertainment companies’ ability to make the most of the data that resides in and is generated across their enterprises. And that leads to another issue—data privacy. “Companies must balance the act of collecting data in a way where benefits outweigh risks. Only then will they earn and sustain customer trust,” says Sreeraman Thiagarajan, CEO, Agrahyah Technologies.
To gain and retain consumers’ trust, media companies will have to create effective solutions to beat misinformation, hoaxes and propaganda on multiple platforms.
The big media giants will face multiple challenges while creating new content strategies in a rapidly changing milieu, but the winner will corner a bigger share of views as well as revenues.
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“我们正在建立一个跨平台future-ready公司将提供一流的内容,“戈恩卡说。“合并后的实体将有75个频道,2奥特平台在190多个国家设有分支机构。尽管我认为,在可预见的将来,印度仍将是一个线性和数字市场,投资数字将大大增加。“NP辛格博士和首席执行官索尼网络印度(SPN)通过视频会议),加入,说,“这是正确的时间和大小,构建新一代媒体公司规模和全球协作。”
随着媒体的主要变化的发展如何创建内容,消费和购买,领导人戈恩卡进行大胆的赌博是右侧的历史。
的媒体格局从大型科技正面临严峻挑战。企业必须多渠道,多平台,正如准备,和产品,如新闻,电影,电视节目,游戏和音乐会将会重塑。乐动扑克
操作在一个混合系统,他们将不得不创建、聚合和传播内容消费者谁想要点播娱乐的时间她的选择,她选择的地方,在她的首选介质访问。“这是收敛的霸权主义个性来,我们一直在谈论。有一个混合的类型和媒介”,塔迦尔Jehil说,领导人媒体与娱乐,德勤。
媒体公司将不得不适应这个新市场现实。专家表示,他们将不得不在印度实现phygital模型。“乐动扑克报纸将身体和数码产品包。电影将在网上发布和剧院而著名。章节内容将于在线和线性电视上。奥运会将生活和虚拟。这都是分段达到最大化,”说阿施施Pherwani,媒体和娱乐领导者,是印度。
有趣的是,媒体消费是突飞猛进的增长,没有历史上一代我们目前使用尽可能多的媒体。
发布的一份报告显示,印度工业联合会和波士顿咨询集团,印度媒体和娱乐产业将增长在9 - 11%的复合年增长率在2030年达到55 - 70美元。
尽管该行业的增长,变形。
把视频平台,叫做奥特。根据RBSA报告,印度的视频奥特市场料将达到125亿美元,到2030年,从15亿年的2021美元。
和公司正试图吸引眼球。网飞公司2022年印度有一个很大的石板。“到10亿年将有2025的互联网连接。印度喜欢娱乐的口袋里,但印度也喜欢在每一个可能的消费娱乐设备。我们必须提供给人们无论他们在哪里,并提供他们想看的。我们想要一个用户至上的方法,非常entertainment-first方法,”莫尼卡说Shergill,副总统(内容),Netflix印度。
尽管奥特球员吸引了用户数量目前,影城所有者确定未来的展览业务随着市场分割。问Ajay Bijli如果人们还是会出来看电影。“总是会有一段,会喜欢坐在家里不管出于什么原因——舒适、犹豫不决或成本。但是,幸运的是,我们是在一个非常密集的国家,大部分的消费者都在12岁至39岁之间。他们想离开,”Bijli说,主席,PVR。
过去两年流行看到屏幕时间成倍增长,和内容提供商想出了一个丰富的产品。
“几乎所有广播积极创建数字前端为按需服务和线性服务,社会媒体内容包,等。有全新的类型电影和涌现的功能。推到墙由于广告下滑,许多传统内容玩家步骤将基于订阅的数字内容服务,否则他们不会尝试,“可阿南德说。他是医学博士兼首席执行官,乘以网络。
”因此,我们把新的操作条件作为实验室。”(时代网络是BCCL的一部分,也发布等)为电视和电影产业应对驱使的中断,大流行事件行业不得不考虑混合模式:小场馆和音乐会在网上公示。
首席执行官阿施施Hemrajani BookMyShow说,在全球范围内,虚拟,地面娱乐之间的交集是塑造了一个有趣的时尚。“大趋势,有能力改变我们体验娱乐方式的虚拟消费之间棘手事件如音乐会或体育赛事和地面事件通过这套/智能手机,”他说。他认为nonfungible令牌有可能改变游戏规则的生活娱乐产业。
谁会看数据?
业内高管表示,新时代媒体公司将更多的数字,数据驱动和以流程为中心的比以往任何时候都。
“用户配置文件,容易导航和智能推荐,包括根据客户偏好的语言,都是非常重要的在流体验个性化的和令人愉快的。关键是super-serve客户提供更多他们喜欢的东西,却给他们意外的喜悦,发现新的惊人的内容绝对惊喜和愉悦,“Gaurav甘地说,国家的头,Amazon Prime视频印度。
媒体公司也将变得更加互动。将会有更多内容像Netflix的2018年互动电影黑色镜子:猛兽。
与此同时,一个部门,看到一个突破性的增长轨迹,是游戏,专家认为时间花在游戏将对手时间花在奥特应用24年的人口。Akshat Rathee博士Nodwin游戏,说,“意大利可能成为印度的三大运动的收视率,奖池在未来几年。”
专家还说,市场的成功将在很大程度上依赖于媒体和娱乐公司的能力充分利用的数据驻留在生成和在他们的企业。并导致另一个issue-data隐私。“公司必须平衡的行为收集数据的方式,利益大于风险。只有他们会赢得和维持客户的信任,“说Sreeraman Thiagarajan,首席执行官Agrahyah技术。
获得并留住消费者的信任,媒体公司将不得不创建有效的解决方案来击败误传,恶作剧和宣传在多个平台上。
大媒体巨头将面临多重挑战在创建新的内容策略在一个快速变化的环境,但更大份额的获胜者将角落的观点以及收入。
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