We all heard about word “Content” but here in today’s scenario, we are demeaning this word, producing content without investing time in creation and development of it. Indian television is acquiring formats from all over the world, why we do not create our own original entertainment content. Every year, Indian television industry is producing huge no. of hours but we are forgetting to delegate some hours for creation and development of content.
The biggest entertainment industry in the world is an Indian entertainment industry: the question is: do we know our responsibility as a storyteller or just neglecting it. Filmmakers talking about surgical attacks are we talking about removing exploitation from the content market. We are fascinated with global entertainment content why not getting fascinated with homeland content. Kids are discussing Netflix and Amazon, it is not bad to get global approach and follow multinational companies but the concern is to create strong and powerful entertainment content. It is true; People discuss and talk about Indian Films but when films were made with strong ideologies and where makers used to talk about the reason of making the film on a particular subject. Producers and makers should again start giving time and worth to content creators. “Bro See ya if you can send 2 episodes screenplay by tomorrow early morning but the budget is very low, I know this is your genre bro”. This is how we deal with content creators. So how can someone expect quality out of it?
Emerging digital medium is under lack of content, every second these OTT platforms are struggling for extracting content. It is a new media or I can say new medium for broadcasting content.
Content for an individual:
Entertainment content consumers are more focusing on digital media rather than other sources of broadcasting like TV, Radio etc. Consumers are spending more time in digital space on their personal devices so the content should be strong and truly relatable because now we are dealing with individuals.
Shorter durations:
4G internet connectivity in smartphones, allows consumers to watch content while traveling and in their personal spaces. According to research now, average length viewing in India is 20 minutes and to get concentrated eyeballs need to create content that can hold for more than 20 minutes. We cannot neglect that in India consumers use the internet like a saving account.
Increasing rural consumers:
Rural areas are becoming smart cities now, cheap data plans and low-cost smartphones are trending now in those areas. Content creators and producers should focus on regional markets. According to the present scenario, entertainment and media companies are creating and producing content for urban markets, very limited content is available for rural markets. Creators and producers should understand the regional aspects and their need of entertainment content, 80% of time Indians are spending watching what is new?
Small start-ups
India is a developing country. People from rural areas are coming to cities for start-ups. It shows their willingness to earn money through hard work. People like them now can afford smartphones and data packs but as I discussed above that there is very limited content for them to watch. Entertainment companies should create and develop content for these consumers also.
Content consumption on OTT format:
Entertainment companies are trying their level best to make regular content accessible on digital format because mediums have changed; nothing is bigger than digital platform today. Original content is also very important along with regular content means the content already broadcasted on other mediums. Vast Indian digital media broadcasting still needs the good quality of content.
Content is the King. Without creating and developing satisfactory content we should not produce for the sake of broadcasting and projecting it. Entertainment and Media companies also should think about for spending hours in creation and development of content.
Anmol Mahajan (Filmmaker/Writer/Co - Founder - Act3 Creations)
We all heard about word “Content” but here in today’s scenario, we are demeaning this word, producing content without investing time in creation and development of it. Indian television is acquiring formats from all over the world, why we do not create our own original entertainment content. Every year, Indian television industry is producing huge no. of hours but we are forgetting to delegate some hours for creation and development of content.
The biggest entertainment industry in the world is an Indian entertainment industry: the question is: do we know our responsibility as a storyteller or just neglecting it. Filmmakers talking about surgical attacks are we talking about removing exploitation from the content market. We are fascinated with global entertainment content why not getting fascinated with homeland content. Kids are discussing Netflix and Amazon, it is not bad to get global approach and follow multinational companies but the concern is to create strong and powerful entertainment content. It is true; People discuss and talk about Indian Films but when films were made with strong ideologies and where makers used to talk about the reason of making the film on a particular subject. Producers and makers should again start giving time and worth to content creators. “Bro See ya if you can send 2 episodes screenplay by tomorrow early morning but the budget is very low, I know this is your genre bro”. This is how we deal with content creators. So how can someone expect quality out of it?
Content is the King. Without creating and developing satisfactory content we should not produce for the sake of broadcasting and projecting it. Entertainment and Media companies also should think about for spending hours in creation and development of content.
Anmol Mahajan (Filmmaker/Writer/Co - Founder - Act3 Creations)
