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 ecosystem that media is creating in times of multiple screens/ devices/ form factors and fragmentation..
Clearly consumers today are fragmented in terms of their choices as far as platforms they would want to consume content are concerned. Media companies, publishers and broadcasters also have to cater to this demand and therefore what we are actually doing is trying to leverage every possible outlet/form of media- including mobile ancillary video. In traditional media forms there is always this constraint of inventory- for example, you have the television 24 hours a day but on digital there is no constraint as far as inventory is concerned. More importantly people love to consume archives and content in various forms, so not only from the distribution stand point but also from the context of transforming content to suit platform needs. Let’s face it, people may want to sit in front of the television and watch a one hour show but having them watch a one hour show on the mobile screen is not yet a reality. Apart from the shows that we do on television, we divide them into parts and make them into a mini-series, so you could watch a show which is 23 minutes in 5 minutes or you could watch an entire week’s recap in a 30 minute capsule. Apart from this we are also producing ancillary content which is of value for the consumer; if a consumer is interested in a particular show/character there is content which showcases various aspects of the character. This information gives the consumer more insights about the actor or the character, which are different. Consumption in terms of content is significantly changing, it is becoming more interactive and is not based on a person, team or a company’s vision should be but is the collective vision of the consumer as well as the publisher today. In every form or genre of content people are finding ways to innovatively re-create content for different demographic sets of consumer or taste and interest basis. So that’s a significant change that we are seeing and that’s something that’s bound to continue with content consumption becoming more and more prevalent on digital and handled devices as screens are not restricted just to the television screen anymore.
“In traditional media forms there is always this constraint of inventory- for example, you have the television 24 hours a day but on digital there is no constraint as far as inventory is concerned.”
