By Pratyusha Rakshit
Kolkata : Dipanjan Das, CEO, Greycells 18 Media Ltd was the fifth speaker on the third day of the online webinar #MediaNext 2020, which focused on Web Entertainment. Dipanjan Das discussed about the future of entertainment. He also held forth about richness, relevance and timing of the content to make it big in the digital era.
#MEDIANEXT 2020 is being organized by the Kolkata-based Adamas University in association with Sharada University, Birla Global University, DME, AIMEC, Lok Samvad Sansthan, Exchange4media, ABP education and IndiaReal.in The mega conclave is being organized over a period of ten days from June 1, 2020 to June 10, 2020. Each day of the conclave focuses on one specialised domain of the Media and Entertainment (M&E) industry and the impact of the Covid-19 pandemic on that special domain.
Dipanjan Das, CEO Greycells 18 Media Ltd., enlightened the audience with several one-liners and used data to back them up. He started off by saying that whether it is media or whether there is digital media, there are three primary trends- 1) trend of consolidation 2) trend of local content 3) Concept of digital and TV. After giving a brief on the three trends, he moved on to elaborating each of them. ‘Consumer is the king’,
Das highlighted as he stated that the consumer’s eyeball is what the industry is chasing. He also stated that there is not a choice between digital or TV, but it is more about digital and TV. He gave an example of KBC, which bounced back after being vanished due to the strong role of both digital and TV. From Big Boss to IPL, every show increases its engagement and growth because in addition to the general TV content, there was a lot of audience interaction. TV content is linear, but all the play-along-content gave rise to a lot of interactivity. TV as a medium is staying, but the consumer today prefers autonomy and flexibility to watch the shows.
‘Mobile is the new TV’, Das stated as he mentioned few data. India has about 197 million TV households, out of which 97% households have a single TV which gives a rise in conflict. Hence when content is available on other digital platforms, especially on phone, it provides significant opportunities to the producers. ‘Sticky content nuggets’ will be binge watched and can be viral which will automatically hike the monetization. ‘Regional is the new national’ because the content consumption is mostly Indian languages. Consumption of local content is astronomically higher as compared to premium English content. AI is gradually becoming more prominent than it was ever before. OTT platforms are getting huge monetization due to the personalised content and advertisement.
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