iWorld

Times Internet's transformation from media company to tech company

Many media companies in India have already started investing in tech.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/11/28/puneet.jpg?itok=lekkwJAX

KOLKATA: Digital disruption is reshaping the media and entertainment ecosystem at a rapid pace. As media companies adapt to the change, investment in technology is emerging as the need of the hour. Times Internet Ltd (TIL) COO Puneet Gupt also emphasised that every media company needs to have a tech mindset, during a virtual fireside chat hosted by Indiantelevision.com.

Without proper technology being built and deployed, media companies will not be able to understand how the next wave of change could possibly affect the business, Gupt explained. TIL has successfully transformed itself from a media company having tech as a delivery engine to being a tech company that has media as an asset, he shared. Going forwards, tech is going to fuel TIL’s growth, making sure that all of its businesses grow on the back of the user base it already has.

TIL leverages its massive reach for any newly launched product on the back of technology. Gupt explained that all of TIL properties are internally connected with a technology flywheel that tries to move users from a low ARPU high reach kind of product to a high ARPU kind of product. While the organisation has gradually built its tech segment over the last five-six years, the approach helps it to leverage the entire reach of TIL as well as all the learning for better content, tech and product decision for any new property.

“We think we have cracked the science of virality and converting content to commerce. A few years ago, when the algorithms had not changed, some TIL properties were at the top of the virality charts,” Gupt said.

He also shed light on TIL’s initiatives that have yielded positive results for the company. “For the last four-five years, we have been working on a bunch of components whether it is our own content management system, whether it is AI or ML algorithms for a lot of work that we do, or on the adtech side where we think there is a large vacuum of right technology being available to the publisher. The advertising technology today is heavily favouring the bias. It’s really built for the buy-side, not on the sales side,” he added.

Realising the publishers’ need, TIL built its own ad tech engine – Colombia. Later, the company put the best of content management and advertising ability to build M-360, which is gaining good traction. Currently, M360 has 80-90 publishers on board and Gupt said that they expect the number to reach a few hundred in six-nine months.

According to Gupt, 20-30 per cent of large media companies in India have already started investing in tech. But the initiative needs to reach medium and small publishers as well because a lot of “low-hanging staff” in newsrooms is going to be automated soon. However, he clarified that it does not mean that journalists might lose their importance. While technology can make churning out a part of content faster, journalists can focus on detailed, in-depth content.

“You will get visitors, your visitors will have to convert to loyalists and the loyalists will have to convert to paid subscribers. This entire cycle has to work well,” he said. “The content that is created for the subscription side will be measured on the ability to convert a loyalist to a paid user; the ability to retain and renew a paid user,” he added further.

With emerging technologies, the conversation around data protection is also becoming more prominent. Gupt stated that publishers should focus on respecting users’ choice and consent, focusing on receiving data properly rather than collecting it, thereby upholding the ‘right to be forgotten’. He termed TIL as a “worthy custodian of data” as it has always managed data with utmost care.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/28/rshul.jpg?itok=NxGJaXJf
After riding high on IPL, upGrad says sports partnerships a priority

NEW DELHI: The year 2020 was the year of disruption. It was also the year for new opportunities. One major upward trend was the e-learning boom and the massive growth in edtech market space which revolutionised the education sector. Indiantelevision.com spoke to Rahul Karthikeyan, head of marketing...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/28/tabav.jpg?itok=83drR3lR
Tandav and the future of storytelling

MUMBAI: A tight slap. That’s what the streaming industry has got in the face from the Supreme Court when it refused to protect the Amazon Prime Video team – involved in creating the controversial political thriller Tandav – from being arrested.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/28/img_28012021_122449_800_x_800_pixel.jpg?itok=4CdiMPom
Twitter gets a brand makeover, iconic bird stays

KOLKATA: Twitter has got a brand makeover to stay in step with the times and the people who inhabit the platform. However, the iconic bird of the logo is not going anywhere. “We felt the brand expression we launched five years ago didn't fully reflect the complexity, fluidity and power of the...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/28/men.jpg?itok=SnesBYWs
How the MensXP Shop became the rising star of a media entity

As a top-rung digital publication dedicated to men’s lifestyle, MensXP has been going through a massive transformation since adding commerce to its bouquet. The switchover from being a media entity to full-fledged retail operations wasn’t easy or hiccup-free.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/tandav.jpg?itok=lPL5WSjR
SC refuses to grant interim protection to Tandav makers

NEW DELHI: The furore over Amazon Prime Video’s web-series Tandav refuses to die down. In the latest development, the Supreme Court has declined to grant interim protection to the producers of the show amid apprehensions of arrest. The court had issued the notices on a plea filed by the director,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/img_27012021_150738_800_x_800_pixel.jpg?itok=L5MrA7w0
Zee5 India elevates Manish Kalra to chief business officer

KOLKATA: Zee5 India has promoted Manish Kalra to the position of chief business officer. Kalra joined the platform back in May 2020. Earlier, he was working as AVoD SVP and business head. Now, he will now be responsible for overall SVoD and AVoD business. He will lead user acquisition strategy,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/yl.jpg?itok=2nTygz6_
TikTok to scale down its workforce in India

KOLKATA: Following the government’s decision to retain the ban on Chinese apps, TikTok developer ByteDance has decided to scale down its workforce in India. The company, which employs more than 2,000 people in India, is also unaware if or when the short format video app will be functional again in...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/m.jpg?itok=Tfp1BA4D
Republic Media collaborates with Koo & Mitron for Republic-Aatmanirbhar Bharat initiative

Republic Media Network has announced two mega editorial partnerships with two homegrown brands – Koo and Mitron under its Republic-Aatmanirbhar Bharat initiative.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required