Entropik Tech helps broadcasters better monetise content

The EmotionAI helps them create more consumer-centric content that gathers eyeballs

MUMBAI: With the implementation of the new tariff order a few months back, the broadcasting industry has become more consumer-centric than being dependent on ad revenue for functioning as it gives the consumer the power to choose what one wants to see. The insight was shared by Entropik Tech founder and CEO Ranjan Kumar during an exclusive interaction with, where he was talking to us about his company, which he claims to be India’s only EmotionAI startup.

Kumar added that the growth of digital technologies and OTT services has made it quite difficult for broadcasters to monetise their content as consumers now have the choice to view it on other platforms.

“That’s where technologies like EmotionAI can help the broadcasters. We help them create more consumer-centric content by bringing in deeper insight into the user behaviour and emotions in a scalable manner,” said Kumar, who is currently working with big broadcasters like Viacom18 and Star.

He shared that using tools and technologies like brain wave mapping, facial coding, and eye-tracking, Entropik Tech is able to better understand the nuances of content and support the creative process for the broadcasters.

“For example, say Netflix is launching the new season of Sacred Games, and comes to us with the promo to test how impacting it is. We will map a users brain waves and eye movements, etc, to record what part of the promo they liked, what part fell flat, and which characters drew their attention the most. They can then optimise that promo based on these inputs for creating a better impact on the audience,” Kumar elaborated.

The whole research is done on a sample group consisting of members from the target audience as defined by the client. Then they are given a chance to view the content and their cognitive behaviour is noted and studied by neuro-scientists. The creative and data team then shares inputs with the client to help them optimise the content for the right audience.

The EmotionAI technology of Entropik Tech can also help advertisers in recognising correct time slots and channels to advertise on based on rich consumer data and insight that the platform can provide. “We take the good currency to the right content, leveraging technology,” said Kumar.

Explaining more the prospects that Entropik Tech has for brands, Kumar revealed that it can help brands in designing better packaging or choose the right fragrance and colour for the products as well as using the cognitive technologies for increasing saleability. 

Latest Reads
Mankind Pharma promotes ‘Atmanirbhar Bharat’ with new anthem

NEW DELHI: Motivating the citizens of the country to rise against the current tide of the ongoing pandemic, Mankind Pharma today launched an anthem which captures the true essence of the nation. Voiced by Padma Shri awardees Kailash Kher and Shankar Mahadevan, the newly launched anthem reinforces...

MAM Media and Advertising Ad Campaigns
Myntra partners with Movado Group to launch MVMT watches in India

NEW DELHI: Myntra, in a strategic partnership with Movado Group International today announced the launch of MVMT (pronounced as ’Movement’) watches on its platform. Founded in Los Angeles, MVMT watches mainly cater to new-age shoppers who are digital-savvy, with a motto that style shouldn’t break...

MAM Marketing Brands
Swaminathan Subramanian Joins Sterlite Power as Group Chief Human Resource Officer

Sterlite Power, a leading global power transmission player, today announced the appointment of Mr. Swaminathan Subramanian as the Group Chief Human Resource Officer (CHRO) of the company. In his role, Swaminathan will be responsible for leading the HR function across India and Brazil.

MAM Marketing MAM
Ajay Gahlaut moves on from Publicis Worldwide

NEW DELHIL Ajay Gahlaut, CCO and MD of Publicis Worldwide, India (PWW) has decided to move on from the agency and pursue his passion on a personal front. He will be with the agency until mid-August and will ensure a steady handover to all concerned teams and clients.

MAM Media and Advertising People
Wavemaker India bags media mandate for Sun Pharma

Sun Pharma today announced Wavemaker India as its media partner. Wavemaker India will manage integrated media mandate for Sun Pharma in India. 

MAM Marketing MAM
Wunderman Thompson Kolkata wins CenturyPly account for corporate & panel division

NEW DELHI: After a multi-agency pitch, Wunderman Thompson Kolkata, has won the CenturyPly account for the corporate and panel division. In addition to corporate, the mandate covers ply, board and a few other lines of business.  The multi-agency pitch process began on 3 October last year. The pitch...

MAM Media and Advertising Account
Vikram Hemdev joins as COO of Laqshya Hyderabad Airport Media

NEW DELHI: Laqshya Media has got on board Vikram Hemdev as COO – Laqshya Hyderabad Airport Media Pvt Ltd (LHAMPL), the joint venture between Laqshya Media Limited and GMR group. Prior to joining Laqshya Media, Hemdev’s last assignment was with Times OOH as the business head – traditional out of...

MAM Media and Advertising People
Samsung enhances contactless customer service offerings with new WhatsApp support

NEW DELHI: Samsung, India’s most trusted consumer electronics and smartphone brand, has started offering customer support through WhatsApp to provide prompt resolution to queries of consumers from the comfort of their homes. With this Samsung has strengthened its contactless customer service...

MAM Marketing Brands
Puma expands experiential retail concept in India

NEW DELHI: Global sportswear brand PUMA today announced the launch of its entirely remodeled stores at Banjara Hills, Hyderabad and Pacific Mall, New Delhi. Spread over 4200 sq ft and 3800 sq ft, respectively, it seamlessly combines technology, sports and experiential retail under one roof. This...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required