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 one thing that will define the future of media..
5. The only thing that will change media is really is nothing to do what we are good at but the consumer and how he prefers to consume content tomorrow. It isn’t that a specific form of media will die, the radio never replaced the newspaper and television never replaced the radio but they just metermophised into different forms to become more contextual for the consumer. Today the consumer listens to the radio when he’s travelling and earlier we would listen to it when we were home, perhaps this will happen with television as well where you will watch video on the go. But what that form will be and how it will shape up and what content consumers will like- whether people would want to watch an hour long movie, or episodes for the year and more impactful story lines will be dependent on the consumer and how he would react back to his/her needs. The American markets for example, in India the television shows runs for long duration but this has stopped in the US markets and the concept of seasons have come into place. This whole concept of finishing the story within the time-band that you are watching the episode and not be left hanging for the next episode, this is what the consumers demanded and producers offered such to the consumer. Maybe the following trend will catch on here and maybe I want every episode to be over and not left hanging. So to my mind it will be only the consumer who will change the way media companies look at media and the only other thing that will impact this significantly is the technology, as technology will empower the consumer and the consumer will enforce his/her media choices as far as the technology is concerned-everything else is a bi-product.
“It isn’t that a specific form of media will die, the radio never replaced the newspaper and television never replaced the radio but they just metermophised into different forms to become more contextual for the consumer.”
