Subhashish Mazumdar, Sr. V.P Operations, Indusind Media & Communication Ltd.
Media convergence is no longer a buzz word but a reality in today’s India. It has been pithily described as a phenomenon involving the interconnection of information and communication technologies. This brings 3 Cs together – computing, communication, and content. Convergence is shaping the future of communications, redefining the industry, and changing the role of marketing as a function within business organizations. People, not devices, are driving convergence. In the future, the data that connected cultures will generate when interacting with brands will help to develop more sustainable businesses models. This is already happening in the. This will benefit people, business, and society as a whole.
Content Distribution in an Era of Convergence
Though there will be a spurt in fiber-based cable networks, consolidation will be the key to survival in cable and DTH. A great disruptor of conventional models is the HITS platform that is rapidly taking shape in India. Cable networks will come under heavy competition from DTH and OTT services. The survival of cable TV will mainly depend on networks which can adapt fast to the change and visualize the upcoming change and requirements of the customer. Any display device will be Internet ready and customers will prefer to watch online and at a time of their choice. This will lead to cord cutting in a massive way. The digital OTT companies are gaining ground tremendously. The challenge of OTT services can be met by giving the choice to the customer by developing smart hybrid STBs. Cable TV OTT services should have localized pulling content. New innovations such as IPTV services through existing cable digital networks are on the way.
Consumer Focus: The Digital Converged Era
The consumer is literally going to be the King. Cable networks need to change gears to catch up with service and quality. The customer is going to be ever demanding after the new tariff is implemented, the multiple regulations will arm the consumer with Power of Consumer Choice and Quality Service. Consumers are moving to uninterrupted ad free programming and spikes in subscription revenues are anticipated. The new regulatory framework will provide a tectonic shift for the broadcasting and distribution platforms and a new wave of digitalization across the media and entertainment value chain. The synergies of digital distribution platform along with the new digital wave of multiscreen and any time viewing will need new innovative models of growth and customer requirements. Content viewing is shifting from channel to program viewing with multigadget and multiplatform options, through satellite, Internet, or the classical fiber chain. The digital applications provide ease for customers and channel partners with new models of integrated hybrid business incorporating the old classical regime and the new order of the digital media cannot be wished away. The Government of India and the Telecom Authority of India, have provided a continuous impetus for harmonizing and channelizing the media industry, primarily in broadcasting distribution for a gigantic growth
The Challenges to Adapt to a Data-Driven World
Adapting to an era of data-driven decision making is not always a simple proposition. Some companies have invested heavily in technology but have not yet made preparations to make the most of these investments. Many are struggling to develop the talent, business processes, and organizational muscle to capture real value from analytics.
Digital content. Design of rich media content by professionals and nonprofessionals is supported by open and standardized tools for content creation, storage, representation, and indexing ensuring interoperability of various content formats, including efficient search and selection engines, utilizing emerging 3D technologies, and creation of new innovative media applications.
Future media delivery networks and network services. These include establishment of autonomous networking and communications architectures, multidimensional network interoperability, universal and seamless service provisioning, quality of service and quality of experience in future service aware networks for media transport.
New user devices and terminals. These include integrated, scalable, and modular multimedia devices and gateways for work and home, portable and mobile devices with auto-configuration and auto-maintenance features, and application programming interfaces for new media application.