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 the role of technology transforming media today.
From the context of media producers or broadcasters, technology has always been playing the role of brining in better efficiencies in terms of speed, time and cost. If you look at what it used to cost us earlier to what it costs us now, there is a humongous difference in terms of price. Even in terms of time, manpower and quality also technology had helped improve. Media companies especially are focusing more on their core competence and not wasting too much time by tinkering with technology that isn’t core of the business proposition. I believe the mundane tasks like broadcasting, etc., is something that you can set up once or set up with somebody on an outsource basis and run. While we are a legacy company we have our broadcast infrastructure it doesn’t mean that for our newer channels we rely on outsourcing all the time. So IP feed for instance, is becoming something that is more prevalent and this actually brings down the time and cost thereby making the process even more efficient.
“Media companies especially are focusing more on their core competence and not wasting too much time by tinkering with technology that isn’t core of the business proposition.”
