added, The critics and the cynics who are still wondering
whether digitisation would happen, my answer is: Look around,
it is already happening and the rest of it is bound to happen
because even in this country it would be difficult to undo
such a momentous shift. To those who wonder how chaotic it
would be, my response is that there would be some chaos, but
chaos is not necessarily bad if the alternative is status
quo or regression.
However, he also cautioned that his biggest concern now is
a chaos of another kind that we are all set to create by our
inaction. Whether we like it or not, in a few years
time, the vast majority of this country will receive its content
through digital media - digital cable, DTH, 4G, wireless and
Internet. But are we preparing for that? The answer is a big
no, he regretted.
He said that while we debate a digital future day-in-and day-out,
the industry is doing nothing to transform or find business
models for a digital world. Lets face it. Universal
digitisation is going to force us to change the way we do
business and we are not ready for it. We often blame the cable
operators and MSOs that they are not ready but I am afraid
that even the broadcasters and the content creators are not
ready for a digital world. Are we then setting ourselves up
to become uncompetitive and irrelevant?, he asked.
DTH has launched services like HD, Dolby sound and digital
video recorder and yet the broadcasters are doing nothing
differently to service this segment. DTH has been around now
for about six years and broadcasters or the content community
have done nothing as an example of a strategy to exploit the
new technology. This, he said, is despite an intuitive and
an experiential understanding that the behaviour and the consumption
patterns in DTH homes are significantly different from analogue
homes. The data also show that the average time spent
on content in digital homes is much more and yet we do not
treat them differently, he said.
said that it is scary how we have force-fitted an analogue
broadcasting model into the digital domain.
Is that what we are going to do even after cable goes digital,
he asked. I am afraid if the past behaviour is anything
to go by, we are not ready to offer anything significantly
different and therein lies the biggest crisis and risk of
a chaos, he said.