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 media companies are using listening as a tool and leverage it with the use of digital/other medium..
As far as digital is concerned- its backbone is technology. As consumerization of digital as a medium takes place, technology frankly is no longer a barrier as far as consumers are concerned. Technology enables the fact that you no longer need to invest in high end infrastructure, so the cost barrier has gone. But more importantly technology is allowing consumers to consumer content not just in one point or through one device. The consumer is not going to be bothered about what kind of bandwidth he/she has, but the availability of content and seamless consumption of content is the most critical. The expectation of content consumption is going to always be I would like my video just like how it is on a television screen, irrespective of infrastructural changes take place. Let’s take DTH as an example, during the rainy season you frequently had problems and people were okay with it because there wasn’t any alternative but now with digital video coming into play people switch and view content in the IP mode which available both live or on VOD. This is where technology and content producers need to ensure that we leverage everything possible specifically to the context of video, have video consumption possible in different bit rates and stream qualities. Buffering and unavailability of content doesn’t become a factor, he couldn’t care less he would just want to view his content now. So we need to ensure that the consumer gets content and in the best possible time without having to wait for it. If you look at News it is something that has to be immediate from the point that a particular event has occurred, earlier there would be a delay from an hour to two hours from the time an even has taken place but today a consumer wants to watch it live. This is where technology comes into play where the shooting, processing, graphics and packaging is done almost in a real-time play and then broadcasted. At the end of the day the consumer does not wait for content, this is the key.
“This is where technology comes into play where the shooting, processing, graphics and packaging is done almost in a real-time play and then broadcasted.”
