TCH 2022: Will the 2020s decade drive an insatiable demand for content?

Experts speak about catering to the content demand without losing focus on storytelling.

Mumbai: The world is undergoing a fierce transformation courtesy the pandemic, streaming services, new content forms and formats and changing work and entertainment consumption habits. The excitement and expectation are palpable amongst those in content creation and distribution - TV, film, streaming, short format, audio series, games, metaverses and what have been to serve those emerging needs.

The transformation leads to a lot of questions such as will the 2020s see a further revolution and exploitation of the opportunities the decade offers? Or will there be a cooling off? Will Indian content follow the trajectory of the Korean Wave? And how? Will the 2020s prove to be India’s roaring twenties?

Finding and discussing the answers to these questions, the first panel of the sixth edition of Viacom18 presents’s The Content Hub Summit 2022 saw an insightful debate on the theme ‘The Roaring Twenties: Repeating The Successful Era Of Content Explosion.’

Moderated by Group founder & CEO, the panel included Indian screenwriter, director and producer Alankrita Shrivastava, Indian Film Director Arif Ali, Pratilipi  head, IVM Podcasts Amit Doshi, Neela Films Productions founder and managing director Asit Kumarr Modi, Balaji Motion Pictures creative producer and executive vice president Ruchikaa Kapoor and Zee Studios chief business officer Shariq Patel.

The industry event is co-powered by Applause Entertainment and IN10 Media Network. Aaj Tak Connected Stream is the association partner. Industry partners are Fremantle India, Hill+Knowlton Strategies, One Take Media, Pratilipi, Pocket FM and The Viral Fever. The Indian Motion Pictures Producers’ Association (IMPPA) is our community partner.

A century ago, after the global pandemic known as the Spanish flu, much of the world enjoyed a boom period, later immortalised as the ‘Roaring Twenties’.Opening the discussion, ITV founder, CEO & editor-in-chief Anil Wanvari asked the panel, “Are we about to experience another Roaring Twenties?”

 Pratilipi head, IVM Podcasts Amit Doshi said, “we've barely scratched the surface in terms of what exactly kinds of content we're going to see in future.”

“Technological transformation over the last ten years has already unleashed creativity in this country and it is going to continue,” he added.

Further, Wanvari asked Neela Films Productions founder and managing director Asit Kumarr Modi, who has successfully run over thirty-five hundred episodes of ‘Tarak Mehta Ka Ooltah Chashma’, how he sees this remarkable show in the 2020s?

“We started back in 2008 where technology was way behind than where we are today and we have seen it all changing over the years. Now, things are developing rapidly, it might be more challenging but we are more excited to create stories in the new age of technology,” answered Modi.

Taking the discussion further, Zee Studios chief business officer Shariq Pate said, “pandemic has shown that all of us have this insatiable amount of content that all of us could consume and this prompted platforms to step up on investments.”

“We can expect a roaring 2020s with huge amounts of content to be created which is definitely far more than what the existing platforms can digest at present,” he added.

Sharing her outlook for the roaring 2020s, Balaji Motion Pictures creative producer and executive vice president Ruchikaa Kapoor said, “the big realization about this changing content landscape is that there’s an audience for every genre, however the size of the audience differs.”

She added, “the content consumption has increased dramatically over the last three years. But as far as movies are concerned, the urgency of going to the theatres has come down drastically due to the growth of OTT.” Talking about the future, she said, “we expect exponential growth in the 2020s too.”

Agreeing with what his co-panellists had said, Indian film director Arif Ali said, “being behind the doors for so many months during the pandemic has actually opened a lot of doors for content creators.”

“Pre-pandemic there was more focus on making money, but now content creators want to have a legacy and it is going to lead to a thrilling 2020s,” he asserted.

Further, highlighting the challenges that the transformation in the content space brings, screenwriter, director and producer Alankrita Shrivastava said, “today the major challenge is to go back to the core of storytelling and not get overwhelmed.”

Watch the complete video of this insightful session here.

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