A Media professional with 20+ years’ experience; a mix of business and building brands. Across multiple industries of digital, broadcasting, telecom, music & retail.
Dixit has launched very successful products and platforms and worked on the revenue growth.
In this StraightTalk with Medianews4u, Divya Dixit – SVP Marketing, Direct Revenue and Analytics, ALTBalaji Speaks to us on her experiences.
A career-spanning 19+ years, how has the journey been?
I started my journey as a marketing executive in the retail industry and later, moved to broadcast media, music, and the telecom sector going on to finally make a foray into the digital space with ZEE and then ALTBalaji. The journey could not have been better where I worked with some of the great industry leaders as well as brands that has given me immense exposure at a professional level. These two decades have been really memorable for me as I am one of the few professionals who has had the chance to launch a business news channel, then a telecom brand and recently an OTT platform. During this journey I have had the opportunities to do brand revivals, strategize the consumer journey arc, create revenue opportunities, be actively involved in product design and drive sales currencies through consumer insights.
You have worked across platforms and now the digital platforms, what have been the challenges?
I have always believed in flexibility and innovation, and that is what has worked, irrespective of the industry or platform. Every brand looks for innovation, and if one can question every major action as to “why should a consumer even consider this”, that incubates many new actions. Each industry has a set of its own challenges, retail had the challenge of weekday consumption as well as revenue opportunities beyond core offerings, television had the challenges of TRPs and with OTT, we need to see a change in mindset amongst viewers willing to shell out a subscription fee, though it’s happening gradually. Along with that, the country’s digital infrastructure needs to be up to speed in the interior parts of the country as well as improved UI/UX by platforms.
The lockdown and crisis have seen a shift in people’s attitude towards entertainment, OTT rules the roost, and how much of fresh content ALTBalaji is putting out?
For us, at ALTBalaji, we are offering the best of both worlds at the same time by bringing back our existing library of shows as well as launching new shows to regale viewers. We have launched 4 very well received shows during the lockdown and planning to launch two more shows in the next few days. Post that we will streamline it to fresh launches every month.
Which were some of the important lessons that you brought from the previous organizations that are helping you in ALTBalaji?
I have always been on the B2C side of the ecosystem and have worked closely with consumer brands in my career span; privy to the changing markets and consumer mindsets. I have learnt that consumers will pay for convenience and what they see value in either via experience or product. For example Barista started the coffee culture in this country and made people shell out much higher price for their core offering, cappuccino just for the experience and now OTT subscriptions for watching when they want and what they want. Also markets are ever-evolving and changing, quick thinking and flexible mindsets can win wars.
Very few women in the industry in leadership roles, your thoughts?
While women have been making giant strides in introducing more gender parity across industries not only in India but globally as well; the current women participation in paid work for India stands at only 27% and globally at 49%, as against the male workforce of 96%. The current IMF report states that Indian GDP can rise by a further 27% if women participate in the economy as much as men. I think amongst all this, what is interesting to note is that organizations have started inculcating inclusive culture, opening up the path for women to helm leadership positions and break the glass ceiling. I really applaud the women who are now challenging the male-dominated bastions.
Who was your first or most significant mentor or teacher in the professional space? What specifically did you learn that has held you in good stead throughout?
I have had quite a few mentors who I thank from the depths of my heart for their professional advices. One advice that has always helped me is “If you can keep your head, while the world is in chaos, you will win the game”.
Apart from being the young marketing veteran, you are…what are some other activities or hobbies that excite you? What are your weekends like?
Though OTT is a demanding business as we cater to our viewers 24X7, I do attempt to make the most of the weekend by spending quality time with my family and playing with our two furry paws. Apart from that, I am a bookworm and can read all genres possible and have great binge watching marathons of shows. Fitness is something that excites me immensely.
2020 is gone, what are your plans for the next 3 years? What specifically do you want to achieve? Personally, and professionally?
I think I am at a happy place right now where I am getting to do things I have always wanted, both personally as well as professionally. Having said that, if I think about the future, I would want to further grow as a professional and scale higher; build a business! On the personal front, I would just want to strike the right work-life balance and maintain a healthy lifestyle while making the most of my time.
