Digitization has changed the way in which video is consumed, and presently video content is available to viewers over multiple media and devices. This ubiquitous demand for video has made it a ‘screen-less’ enigma for media businesses. On one hand, media companies have to enhance linear TV content and services to make it attractive as a pay TV offering; on the other, they have to make their content available over multiple devices via multiple platforms to satisfy consumer demands and keep a check on the competition. With 160 million cable and satellite households in the country, and many more viewers internationally for Indian content, the country presents an enviable opportunity for the media industry worldwide. Yet, broadcasters and service providers along with advertisers are grappling with the innumerable complexities of both technology advancements as well as next generation business models. In this regard, the Digital Media India Summit aims to seek solutions and a way forward for the Indian digital media industry.
“An otherwise vibrant growth market, India’s challenge lies in its legacy of older technologies, regulations, and policies. The growth of the industry will depend on how the various stakeholders work to innovate with technology adoption for new business models, supported by a fresh look at regulation for the video business in India,” said Vidya S. Nath, Director, Digital Media, Frost & Sullivan. – IIFL