Specials

Research is important while creating content: Nepa India

Nagar explains the importance of research during the fourth edition of The Content Hub 2020

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/23/nepa.jpg?itok=SHARlFJO

MUMBAI: Research is a key ingredient before the launch of any product or brand. And creating content is nothing without appropriate research about the audience and their choices, explains Nepa India managing director Esha Nagar while giving a presentation at the fourth edition of The Content Hub 2020 organised by indiantelvision.com.

Nagar, while explaining the nitty-gritty of the research involved in the content business, says, “Research is not everything to make content but it definitely is important to understand the viewers behaviour related to the content, its content taste and the clutter he/she likes.”

Nagar points out the importance of understanding how the content resonates with the audience. She mentions that the choice of the content is driven by two concepts - behaviour and physiography. Behavioural aspect is dependent on the relevance, brand and category, whereas the psychographics rely on the social and cultural persona of the viewers.

Nagar says that a binge-worthy content is a dedicated balance between viewers’ resonance and creative fluidity, which includes different phenomenon such as ideas, service, clutter, quality, flow, loyalty among others. Nepa India is in the business of research and the business of media & science.

Giving an example of an educated middle-age home-maker, Nagar says, despite her busy schedule, a person will certainly take out time to continue watching a show that he/she was binge-watching a night before. She adds that even while travelling, having a meal or in their free time, of even a few minutes, a viewer wants to know and watch more about the content he/she is engrossed in.

Nepa India’s MD also states it has been proved by a research that content gets major popularity due to word of mouth. She also says that at least 50 per cent of the audience watches a show on OTT platform due to ‘fear of missing out’ and peer pressure.

Due to the proliferation of over-the-top platforms, content is now consumed across genres, genders, and boundaries. And while pointing out some research numbers, she adds that at least 60 per cent of the south viewers watch Hindi content.

“Lately, a change in the consumption pattern has been seen in both male and female audience,” says Nagar. “It has been found that at least 45 per cent of women viewers prefer dark themed genre content, whereas 53 per cent of men watch romcom and drama genres.”

Nagar says, “With over 40 OTT players and growing in the content market, we are on the verge of doubling up its viewer base by 250 million and 88 billion minutes of content per month by 2020. We are in the process of making a super viewer in the content business like an FMCG super consumer."

Nagar, before concluding her presentation, also guides fellow and budding content creators to help them understand the importance of research involved in the spread of the content. “Research before the release will help the content get proper traction and attention of viewers,” she concludes.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/15/tvv.jpg?itok=692JqTyS
India Khush Hua: Top 5 trends that will define M&E industry in 2021

2020 was when peoples’ worst fears came true. But 2021 is a brand new year full of promise of good things to come, where the media and entertainment industry can reboot, recalibrate and recoup what it lost, voiced the panel comprising leading names from the brand and agency world at...

Specials Forecast
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/15/lap.jpg?itok=XUv9qKww
Forecast 2021: Digital to lead marketing industry’s growth story

2020 started off with industry hopes pinned on a robust double-digit growth. Instead, it left the Indian marketing and advertising industry in shambles. Educated estimates peg the sector to have clocked only a one-two per cent growth over 2019 numbers, with traditional advertising taking the...

Specials Forecast
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/15/tv.jpg?itok=QLpKn9LZ
#Forecast2021: How technology, infrastructure upgrade will shape OTT ecosystem

The over-the-top (OTT) platforms have seen accelerated customer acquisition, especially post-Covid2019. To increase the stickiness of fleeting users, the platforms are adding more and more content to their libraries.

Specials Forecast
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/14/sony.jpg?itok=tW3nGrHc
#Forecast2021: OTT magic will continue to hold sway

Most industries had little cause for cheer last year, but the OTT business wasn’t one of them. Engulfed by an outpouring of love and support, OTTs truly came into their own in 2020. These streaming platforms not only gained paid subscribers in big numbers, but became a staple of the Indian culture...

Specials Forecast
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/12/nina.jpg?itok=r69rvHps
#Throwback2020: For M&E industry, there’s no such thing as closing shop

MUMBAI: It has not been the easiest of years and none of us ever dreamt that the last couple of months would be the way they have been. But I always believe that there is always a silver lining and that there is a lot to learn from what has transpired in the last ten months. Having said that, I...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/12/ink.jpg?itok=D8QT_Cnj
#Throwback2020: Scriptwriters on the new normal

The great irony about the year 2020 is that a year that will forever be defined by one of the worst pandemic known to humankind is also one that redefined entertainment and paved the way for many millions.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/11/tv.jpg?itok=Pi--fiWv
#Throwback2020: Programming across OTT & television

Life coach and motivational speaker Tony Robbins once remarked that “we aren’t in an information age, we are in an entertainment age.” The past year has shown that Robbins' observation wasn’t far off the mark.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/09/cam.jpg?itok=FLpg7eit
Face of M&E industry in the next 5 years

Overall advertising spend took a hit in 2020 due to the unprecedented Covid2019 crisis. With hints of recovery, experts are upbeat about adex growth this year as well as in the long term.

Specials Forecast

Sign up for our Newsletter

subscribe for latest stories

* indicates required