Bhuvan Shastry K, Channel Head-Programming, Sun TV Network
TV is real-time experience for many viewers across the globe. We have gone from an era where the television networks dictated what, when, and how we watched, to a time where consumers are firmly in control. They want what they want and when they want. If one company fails to deliver it, they will click, tap, and move to OTT content. It is a never-ending search for viewers of all sectors. TV is still relevant as an entertainment medium in an age with digital and social media. Most of the viewers watching live, and lighting up on social media with comments on live programs, there is a collective attention that is unmatched among media options. Even at home, among families discussion takes place continuously at a stretch of a contentious election that called unprecedented attention to social media, "TV content dominated the online conversations."
The future of content creation will soon hinge on building a social experience around programs that enable viewers to be a part of broader programming experience that reaches well beyond the television and living room.
The remote and the channel guide have stayed relatively the same for more than half a century. Now it has changed, through the smartphone, which is equipped with options for viewer's habits and delivers customized programs that match the viewer's preference.
Television requires breath-taking, widescreen visual impact in order to compete with the newer medium of broadcasting. The resulting process, dubbed cinemascope, used special lenses to optically squeeze a wider image onto a standard 35-mm film frame, and audiences responded. The 2.40:1 aspect ratio brought grandeur to epic fiction and non-fiction titles and even promos, but cinematographers began using the format's unique magnification traits, field of view, and focus fall-off as techniques for visual storytelling. Television programmers found that the wide frame could hold two close ups at once; the trademark flares and other visual signatures of anamorphic have now made headway in television.
With evolution of the omni-platform environment, television storytelling can be splashed across multiple screens simultaneously. The omni-platform evolution will impact every system in the media and entertainment value chain, from content creation and preparation, to sales and marketing, to distribution. On omni-platform environment, viewers increasingly feel and want to be a part of the social experience. Content producers need to be convinced of creative convictions. Attempts to international format shows are in boom. There is definitely a lot of risk involved in high-end programming bandwagon that also increases quality of content. The premium content that we create for regional is a limited commodity that is very much in demand in a premium environment. Slowly the same is being converted for digital platform.
As TV production grows, the sector is already adapting to the challenges of greater competition, seeking out niche audiences for other language fare and the opportunities of the digital market.
Now we are in the golden age of TV production. There is a high demand for everything from true procedurals to highly serialized shows and everything in between. Most of the celebrities are part of TV production – both onscreen and off-screen.
Missed your favorite prime time show? Login online to watch it anytime you want. Viewers now have an option to enjoy their favorite programs on any smart device, anytime they want. With television emerging everywhere, pay-television operators are now offering their content everywhere to provide value-added services and retain their subscribers.
Television networks will increasingly use big data analytics to build 360-degree audience profiles based on geographic, demographic, economic, and psychographic attributes to understand various touch points and have better insights, thereby improving the entertainment experience for the end user.