Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Debashish Ghosh
Chief Knowledge Officer
Essel Group- Digital Business
On how content consumption has changed in the last two years and how can media companies handle in better..
One thing we need to understand for any media company or for any kind of content what is clearly kind of changed and is changing really fast is the consumer. If you look at anybody who is born 1990 onwards are going to be the consumers of tomorrow whether it’s to do with any devices, products, services or even media for that matter. Curiously enough as far as media is concerned the post 90’s born today hardly ever actually interact in depth as the traditional forms of media, this genre you won’t find them watching TV for more than an hour or even reading the newspaper and we need to understand that these are the kind of consumers we need to contend with tomorrow. So media needs to evolve to meet the demands of such consumers. Frankly for such consumers the essential forms of media today is no longer broadcast its essentially intercaste, where consumers and content creators interact with each other all the time and how consumers can have a say on what the media has to talk about. This is the key behavioral shift which is going to change, and this is leading to personalization of content and on-demand media production. I no longer want to sit and wait for the 8:30 P.M. news bulletin, I would like to watch it at whatever time I would like too or what is convenient to me. In the city of Mumbai you see people travelling by trains or buses and constantly fiddling with their phones and simultaneously consuming content on the go, now this is something we didn’t foresee three years ago. More data penetration on mobile phone is happening and video consumption is taking place and because of this consumers are becoming more aware. So now consumer attention to media brands and channels are becoming more and more frivolous, which is becoming a challenge for media companies world over. An example of our own company for instance, Zee TV is a popular channel and we have over 34 channels as well in India as well as all over the world and a lot of our audience and subscribers are from the traditional space, but consumers are also watching our content over digital platforms. For instance we have a platform called data TV or we have content on our websites or our YouTube channel which consumers are watching and consuming.
“This is the key behavioral shift which is going to change, and this is leading to personalization of content and on-demand media production.”
