Specials

'Crystal gazing in the era of Gadgets and Gadgeteers' -Colors CEO Rajesh Kamat

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/11/Rajesh-Kamat-800x800.jpg?itok=zoJM3tLA

MUMBAI: I have a vivid recollection of that day in 1983, when a colour TV came into our house. The entire neighbourhood knew; there was special dinner; and a list of special invitees saw the Delhi Asian Games, in colour, with the family, in the comfort of our living room.

The years that followed are a bit of a blur. Almost like we‘ve led life in fast forward mode. The VCR seemed like freedom, the cable operators ran our lives. eight channel TV‘s got upgraded, Plasma became obsolete and DTH became a reality.

Fast forward to January 2010. And this New Year article is dedicated to crystal gazing the challenges and opportunities that come with a new generation of television watchers and their gadgets. I forecast four significant changes in the future.

In the short and medium term, I see two trends.

First a viewer who‘s being exposed to world class production standards and who‘s upgrading to LCD and HD. Transmission quality and Cable woes are slowly being stomped out by digitization. It‘s time to start waking to the reality of this customer in the way we build our content. His tribe will only grow.

Second this "High-Definition Tribe" is actually symptomatic of changes that are far deeper. Changes in the way we distribute and in the way we access TV. Digitisation will yield choice. It gives the viewer a "real" option to buy what he wants to watch. It will make niche content viable and mass content work harder.

My third forecast lies in the slightly longer term: Convergence. TV, the computer and telephony converging onto the same device. On the face of it, this can be only but good news. It appears to roll back the years TV lost out to viewers who suddenly discovered entertainment options outside their homes. But just below the surface lies a serious set of challenges.

TV‘s greatest friend soon is its greatest competition. Because not only will the internet constantly churn entertainment options, but it will also continuously redefine the benchmarks on interface and interactivity. Now these are challenges, we possibly haven‘t even begun to think about. After all, the internet is all but a young boy celebrating 50 million people. And broadband is a baby in comparison. We can‘t be wrong then in saying IPTV is only but a fashionable thing to write about. I urge you to reconsider.

But the story doesn‘t end here, does it? My 4th guesstimate is already a reality waiting to hit our shores: DVR technology. A reality in the western world. American‘s are increasingly choosing to skip advertising even at the cost of differed viewing. Actually research shows, even time shifting is a real phenomenon. And sitting in India, we‘re only a few leaps in infrastructure away from this reality. 

So what does this mean? We may well be running our lives smarter and more competitive in 2010. But not really differently. I urge you to sit up and strain your ear to that faint rumbling that‘s going to be a storm. What seems like a future possibility now will soon be a generation chasm.

In the short term, young gadgeteers will demand better viewing experience, interactivity and "real choice". In the medium term, these young gadgeteers will yield more mass audiences that are internet enabled. Distribution platforms and revenue sources will be rethought. And content will be even more pressured to be led by careful segmentation and preferences. In the long term, at the very least, viewers will be self generating, toggling and searching content. But that story, I will leave for my year ender in 2019 (or much sooner).

Let 2010 be the year we acknowledge the inevitability of the future.

 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/year.jpg?itok=5GvcFiSh
2017 was a regulatory roller coaster and the ride continues

NEW DELHI: The year 2017 for the media industry certainly couldn’t be called easy from the point of doing business despite efforts and claims by the federal government that significant progress had been made in the regard.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/ye.jpg?itok=x24qJXmR
Guest column: Digital outlook for 2018

MUMBAI: The year 2017 is behind us and, as we peek into 2018, there is so much to look forward to. The digital landscape is so dynamic and ever-evolving that an annual trend-spotting article would be unfair. But still there are key areas where digital is heading and I can safely say that 2018 is...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/content.jpg?itok=_9GC25n5
Content segmentation defines English entertainment, movies in 2017

MUMBAI: It was the year of HD for English entertainment in India. Add to it, the bump up in the number of movie premieres and series that you could now see in better quality. Increased adoption of HD set top boxes encouraged broadcasters to go for HD. Content segmentation has emerged as a big...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/dth.jpg?itok=QkzMsFlZ
DTH's year of consolidation

MUMBAI: It would be safe to say that this was the year of the big DTH challenge. India’s cable TV multi system operators (MSOs) could not go into many phase IV areas and DTH stepped in wherever analogue broadcast signals were switched off following the crossing of the digital addressable system (...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/year.jpg?itok=Qc8RGGh9
2017 a year of rebranding and extending time slots for Hindi GECs

MUMBAI: The year 2017 was a roller-coaster ride for Hindi general entertainment channels (GEC) in the truest spirit of the term. The tussle for the top slot in the Broadcast Audience Research Council (BARC) ratings has seen pay TV and free-to-air (FTA) channels hold on tight to the rope.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/Untitled-1.jpg?itok=bmTRbT_m
The year of hiccups for marketers

MUMBAI: The year 2017 was when brands were unwillingly thrown into a roller-coaster ride only to emerge dizzy and faint. The highs weren’t enough to ride out the lows.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/04/ear.jpg?itok=jT2Q8mKD
2017: The year OTTs went regional in India

MUMBAI: Over-the-top (OTT) services were undoubtedly the centre of attraction in 2017. The boom in India’s internet users, mainly aided by the growth of Reliance Jio, ensured that OTT players got the right reception and target audience. Not just  mainstream TV broadcasters but even smaller players...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/03/year.jpg?itok=SbrfiYTZ
Making the news: A look at what news broadcasters did in 2017

MUMBAI: News channels were thrown into a storm of activity in 2017 with each player keeping up its oars to wade out of challenges that hit at them like ten-foot waves. With elections and sensational news driving up viewership at various points throughout the year, English news channels had to...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/30/Sahil-Shah1.jpg?itok=weZUchlK
Guest Column: The comeback of full-service agencies in India

By 2020, we will be close to a billion digitised screens. With the advent of cheaper data and smartphones and by virtue of tech giants such as Google, Facebook and Amazon entering the grassroots of India, digitisation has become inevitable. And it’s going to be mobile plus digitised television (...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories