Specials

Sudhanshu Vats says content, platform and technology key to good storytelling

Vats also spoke about the convergence of TV and digital

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/03/13/sudhanshu-vats.jpg?itok=3figblWr

MUMBAI: On day 1 of FICCI Frames 2019 in a session titled ‘Looking back as we move ahead’, Viacom18 group CEO and MD Sudhanshu Vats was in conversation with Indian Express executive director Anant Goenka. The burning question that came out to dominate this conversation was ‘does the industry even realise how to and what to evolve to?’

Vats began by stating that a lot has changed in the industry for the better. He went on to state, from the content space, the first thing that has changed, irrespective of the platforms, is that the industry has moved away from broadcast to micro-cast online. The industry has moved from beaming things to having more conversations making things more interactive.

According to him, the second most important change led by technology is that it isn’t necessary to tell stories to everyone, rather tell it to a limited number of people and tell it successfully. 2018 has seen films target certain audience and these films performed exceedingly well in spite of not being blockbusters such as Andhadhun, Badhai Ho, etc. 

The third and most interesting thing he pointed out to is the changes and differences between curator, creator and consumer. It used to be much simpler to differentiate between these three in the past but today the lines have completely blurred. And this is also followed by audiences across, where audiences have also become content curators.

While reiterating the fact that the industry is experiencing many important changes, he states a welcoming change is the narration of diverse stories in a classical content sense.

He stated that because the TV model is an ad-driven model, telling stories in an authentic manner has become a little difficult as compared to the past as it's driven by ratings. He noted that while playing with the original story, many times the industry is taking away from the story. He stressed that importance must be given here and that the focus must be on the ability to tell stories which will eventually sell rather than looking at only selling the stories.

Speaking about ‘Formula’ as a safety net, Vats believes that formula works as a safety net at some level. With minds being patterned in a particular format, and sometimes from the commercial point of view, one must believe in intuition. With reference to the western world, he added that the media industry in the West follows a pattern format leading to success.

Sudhanshu Vats believes that there will be a lot of custom use in the story and segmentation in the audience. According to him, there will be a set of audience that will love, and there will be one that doesn’t. But in the future, it won’t matter as every story can reach its audience and every audience their story.

The session ended on the note that the future can be rafted only from lessons learnt in the past. The media industry is in interesting times today, as it witnesses a disruptive process of embracing change to redefine itself for the future.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/21/jiniffer.jpg?itok=6DHXnjir
Here are the winners of The Indian Telly Awards!

When indiantelevision.com’s The Indian Telly Awards are held, the stars come out in style and in numbers. The glittering gala was held on 20 March 2019 in Mumbai and the presence of almost every known television star clearly demonstrated why indiantelevision.com’s The Indian Telly Awards are...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/content-hub-logo.jpg?itok=u_n4Q4Xc
Cinema content producers still discovering audience taste

The Indian movie industry is one of the richest in the world and its content has been gaining patrons worldwide. But producers still believe that the industry doesn’t have the pulse of audience preference.

Specials Event Coverage Content Hub
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/18/dora-the-explorer.jpg?itok=D9-DbAvn
Pre-school kids content’s monetisation and viewership challenges

Animators have long contemplated the complexity of producing pre-school content for the ages of two to four years. On the third day of FICCI Frames 2019, executives from the industry spoke about ‘Catching youngest viewers: Powering the kids network and advertisers ecosystem through data’.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/15/ficci_0.jpg?itok=RllkEQXV
Gazing into the Crystal Ball - Sustaining Growth in Uncertain Times

In an interesting session titled “Gazing into the Crystal Ball - Sustaining Growth in Uncertain Times, that was held on day 3 of at the 20th edition of Ficci Frames, Shri Sanjeev Sanyal, Principal Economic Advisor, Ministry of Finance, Goverment of India gave a keynote address.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/15/ficci.jpg?itok=zlGRwmrA
Monetisation is the biggest challenge for regional industry

The growth of the regional sector in the media industry was discussed on the third day of FICCI Frames 2019. Experts from the television sector discussed on the topic ‘Regional: is it the giant waiting to be awakened?’ It had panellists Viacom18 head regional entertainment Ravish Kumar, Reliance...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/15/advertsiser.jpg?itok=BuApUDBh
Ad industry not kept pace with consumer and digital changes

The last decade has been disruptive for media, advertising and marketing with the evolution of digital. However, Sam Balsara, the veteran in advertising industry, feels that media buying has not been able to keep pace with that change. He also said that the currency that really should be looked at...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/14/sunil.jpg?itok=PJ72aw3a
Mr. Sunil Gavaskar launches the So Sorry Gully Cricket app by India Today

A cricket app of India Today called So Sorry Gully Cricket was formally launched in the presence of legendary cricketer Sunil Gavaskar on day 3 of FICCI FRAMES 2019 in a session moderated by Vikrant Gupta.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/14/ficci_0.jpg?itok=HpcDgRUJ
Industry experts discuss OTT growth, need for measurement system

To measure or not to measure? Despite the humongous growth of OTT in the country, experts still can’t seem to agree on this question. While some of the experts believe a TV like measurement system will bring more transparency in the ecosystem, other players think third-party tools are already...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/14/ficci.jpg?itok=aFSsk28V
Broadcasters need to relook at content to cope with OTT platforms

With the upsurge in demand for OTT platforms in India, the future of broadcasters has been debated much. TV still has enough headroom to grow thanks to underpenetrated households. While the players in the ecosystem firmly believe that TV is not going to die soon, they also think broadcasters need...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories