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Indian heads of some of the world’s top media groups outlined their market growth plans at the FICCI Frames media conference in Mumbai.
The conference is organized by Federation of Indian Chambers of Commerce and Industry (FICCI). Kevin Vaz, Chairman of the FICCI Media and Entertainment Committee and CEO, Broadcast Entertainment, Viacom18, highlighted the importance of sports in the Indian market during a panel discussion on navigating the future of the media and entertainment industry. . Streamer JioCinema is a subsidiary of his Viacom18. The company acquired the rights to the hugely popular Indian Premier League cricket tournament in 2022, and in 2023 he made it available for free streaming on JioCinema, in the process earning millions from his then-rival Disney + Hotstar. It got a lot of attention.
“Cricket is one of the biggest adoption drivers in this country. It’s the only piece of content that works across the length and breadth of this country, and advertisers appreciate it because it has instant reach and and consumers in the South at the same time and are ready to go. They need to pay for this type of content,” Vaz said. “It makes sense to have sports in front of a paywall. When a sport has such a large reach, it’s not ideal to try to limit that reach when there are people who want to watch it.”
Sandhya Devanathan, Co-Chairman of the FICCI Media and Entertainment Committee and Vice President and Head of Meta India, outlined the company’s three key priorities. The idea is to use AI to generate better returns for advertisers and provide more engaging experiences for users. Powers Reels, a popular short-form video format. This is a huge growth driver for the platform, both in terms of user engagement and how companies use it. Business he also has messaging and he 60% of Indians use his WhatsApp.
Arjun Nowal, co-chair of the FICCI Media and Entertainment Committee and senior vice president and general manager, India and South Asia, Warner Bros. Discovery, said: Your customers will be able to customize his arc with content and stories that are relevant to them, delight them, inspire them, and appeal to them. ”
Commenting on the fact that most Indians now watch content on their mobile phones, Nowal added: “A new dynamic is emerging where we focus on the ‘when’, and traditional linear network television did not focus on that. “When” means that the moment of consumption is occurring, such as while waiting to board a plane or riding the elevator up his 30th floor to pick up the child from school. is. And in the moment from 30 seconds to maybe 5 or 6 minutes, is there a compelling form factor that’s not just user-generated? So for networks to think about creating derivative content from their traditional content. will be important. And how do we create moments of truth for consumers who are increasingly accustomed to watching content on a variety of platforms and TVs, and create content that is relevant to them in those bite-sized, snack-feeling moments? It’s about coming up with something. Maybe we also need a scrap trail to get them back on terrestrial television so they can watch 24-minute, 50-minute episodic shows. ”
Amazon Prime Video country head Sushant Sreeram said the service offers around 20 other content options from across India and around the world via SVOD, TVOD, and channel options. . “When we think about how to serve India, we go back to our roots: customers always value great value, great selection and convenience,” Sreeram said.
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