Author: Kinkon Nath
Indian broadcastindustry is moving towards a different direction. With ease of regulatory barriers & advancement of broadband capabilities & emerging of new technologies like VOD & OTT, broadcasters are now focussing more on quality service to customers, in terms of content access anytime from anywhere.
Broadcasters are now more content providers rather than only TV channels. The strategy of broadcasters is now defined in a new way. They focus on the interests of audience , fast content delivery & access of multiple devices. Also broadcasters are now more concerned about HD & even 4k content in India. Most of the production houses are producing 4k content & delivering to audience via cloud based platforms. Best example is youtube, where not only 4k, but also Virtual reality & 360 video content are available. There is huge craze in viewers for these type of content& the new market in broadcasting is only in content. The more content a company has, the more it can earn. Even the gaming industry , who also is now in the field of making 4k content based games, has now almost merged with broadcast industry.
With new technologies like video over IP, broadcast industry has taken a drastic turn. This has reduced the cost of infrastructure to a lot of extent. Also AI enabled handheld devices also play an important role in content distribution. The device can keep record of the user of what he/she is watching over the cloud & accordingly the broadcaster & even advertiser can know his region of interest. AI can not only track the interest of consumer but also his comfortable timing for viewing content.
The new trend of broadcasting is cloud platform based&is interactive. The advantage of broadcasting content in cloud is reduced distribution cost which is involved for satellite channels. Even advertising agencies have changed their way of marketing products . They are more into social media targeting all categories of crowd. Also they use mobile based applications & web channels as platform to do marketing of products.
Global VoD players such as Netflix, amazon, yupp TV are making early in-roads with different strategies to capture the Indian market. Similarly Indian players like Hotstar& Sony Liv are following them. The key strategy of Indian players is to add regional content alongside international content that suits viewers from all regions of the country.
Not only video content, even the print media is using the digital platform for broadcasting. They are using more mobile apps for targeting their customers. Digitization has it’s impact not only on media but also other sectors like education, medical, agriculture etc.
Having said so, it’s not that satellite TV has come to an end. There are still lot of channels in satellite & lot more are planning for the same. If we talk about India, there are still more than 70% of customers who still need morning newspapers & watch TV in traditional device. There are still few areas where there is no reach of internet & mobile network, where satellite is the only option. So the transition to digital media will take more time.
Summarizing, broadcasters & content providers havedifferent strategies for Indian market but their motive is same which is to satisfy customer interests with fast & reliable content access.They can now target customers not only in a specific region, but also worldwide. Content providers &broadcasters are now responding more to the evolving trend of broadcast industry, that will dictate the future of television. They are developing relationship with viewers directly , & by using the technology like AI based mobile apps, they can get the data analysis form viewers & accordingly deliver the content to keep their viewers engaged.