• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
Thursday, February 2, 2023
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Exclusive

Wooing demanding customers through tailor-made Content

by Editorial
January 2, 2018
in Exclusive, Featured, Think Through
Reading Time: 3 mins read
A A
Wooing demanding customers through tailor-made Content

Share Share ShareShare

Authored by Pavan R Chawla

Indians are increasingly travelling the world and becoming exposed to a diverse bouquet of consumption options. In the good old times, the entire family would travel to the nearby Iranian eatery to have their breakfast. However, most customers, today, increasingly demand customised and varied options that cannot be fulfilled by a single vendor.

For example, Perizaad Thanawala – a 19 year-old college student — may relish her favourite Kheema Pav at the nearby Iranian eatery and thereafter travel to the Udupi restaurant down the road for her rejuvenating cup of favourite filter kaapi. This trend is increasingly being witnessed across the various product and service categories but most acutely felt in the entertainment space.

Dynamics across the entertainment consumption market have seen rapid changes after being influenced by increased content consumption on-the-go through smartphone and other mobility-enabled devices. Additionally, the barriers of costs have been broken down with data tariffs crashing to their lowest levels. With customer likes and preferences changing due to exposure to a rapidly changing lifestyle and increasing income levels – ‘the one size fits all’ approach is becoming irrelevant.

By recognizing the viewing needs of various subscribers, DTH operators need to develop the right content offering to ensure their subscribers are satisfied. One way to prop up revenues and retaining subscribers is by tapping into their love of ‘video-on-demand’ (VoD). These ‘content connoisseurs’ are young, wealthy and love TV and movies. They love the quality of DTH content offerings but they appreciate the convenience VoD offers to them.

Increasingly, we will see more operators, DTH and OTT, invest in original productions and offerings to differentiate their services from other VoD platforms. Amazon Prime Video and Netflix, which recently entered the Indian market, are producing a diverse array of original content for their platforms.

DTH operators like Tata Sky have recognized the challenge posed by new OTT platforms and have started beefing up their content catalogue. They have recently refreshed their mobile app ‘Tata Sky Mobile’ to a modern interface which connects with younger audiences and provides a large catalogue of VoD. Tata Sky Mobile allows subscribers to consume their favourite content on the go and is the only app by a DTH operator in ‘Top 10 OTT’ apps based on recent findings by App Annie.

There is an opportunity for operators to build a next-generation bundle and platform for subscribers so they don’t have to do the hard work themselves. The operators have to be able to reach consumers on every screen and device, whether on the home network or on mobile and Wi-Fi outside, will maximize engagement along with traditional viewing methods. More viewing hours leads to happier and more engaged consumers, which in turn ensures that operators retain subscribers on their platforms. The way to deliver them is by serving up just the right content on the right device at the right time of day. It’s the era of multiple primetimes.

I believe it is important for content platforms to offer unique entertainment content. This will enable them to cater to customers who prefer to opt for more than one service provider to fulfil their need for differentiating content.

Pavan R Chawla is a Media & Entertainment expert who, across Communication and Content roles, has been associated with several leading brands like Sony Entertainment Television, MAX, B4U, Sahara One, INX Media, IMPACT, The Independent and Metropolis on Saturday, among others. He can be reached on pavan@pavanrchawla.com

Tags: Amazon Prime VideoAppAnnieB4UcustomersDTHIMPACTINX MediaMAXmedia & entertainmentNetflixOTT platformsPavan R ChawlaPerizaad ThanawalaSahara OnesmartphoneSony Entertainment Televisiontailor-made ContentTata Skyvideo on demandVODWooing

Related Posts

Bad customer experiences put USD 325 bn in consumer spending at risk in India: Report
Featured

Delivering optimal customer experience will drive success in 2023, say marketers

February 2, 2023
The Advertising Club to host M.Ad Quiz on 3rd February in Mumbai
Events

The Advertising Club to host M.Ad Quiz on 3rd February in Mumbai

February 2, 2023

LATEST NEWS

The Advertising Club to host M.Ad Quiz on 3rd February in Mumbai

The Advertising Club to host M.Ad Quiz on 3rd February in Mumbai

February 2, 2023
Kulfi Collective makes key tech hire to reimagine storytelling by building tools in content production

Kulfi Collective makes key tech hire to reimagine storytelling by building tools in content production

February 2, 2023

MARKET ANALYSIS

Bad customer experiences put USD 325 bn in consumer spending at risk in India: Report
Featured

Delivering optimal customer experience will drive success in 2023, say marketers

by Editorial
February 2, 2023
0

Due to digital disruption, the traditional approach to brand marketing is no longer effective and customers are now in control....

MOVERS & SHAKERS

Kulfi Collective makes key tech hire to reimagine storytelling by building tools in content production
Featured

Kulfi Collective makes key tech hire to reimagine storytelling by building tools in content production

by Editorial
February 2, 2023
0

Kulfi Collective, a content networks, has appointed Jayson DMello as VP - Product to help build out the next generation...

Niren Srivastava joins Motilal Oswal Financial Services Limited as Group Chief Human Resources Officer

Niren Srivastava joins Motilal Oswal Financial Services as Group CHRO

February 2, 2023

MARKETING

Enigmatic Smile India appoints MS Dhoni as its brand ambassador
Featured

Enigmatic Smile India appoints MS Dhoni as brand ambassador

by Editorial
January 31, 2023
0

Enigmatic Smile, a Reward Technology Facilitator, has onboarded former Indian cricket team captain MS Dhoni as its brand ambassador for...

Subscribe to Newsletters

ADVERTISING

Ogilvy Indonesia appoints Satish Ramanathan as MD
Advertising

Ogilvy Indonesia appoints Satish Ramanathan as MD

by Editorial
February 2, 2023
0

Ogilvy Indonesia has bolstered its leadership team with the appointment of Satish Ramanathan as Managing Director. With over 2 decades...

D2C brands and influencer non-disclosures push personal care to Top 3 violative sectors: Report

D2C brands and influencer non-disclosures push personal care to Top 3 violative sectors: Report

February 2, 2023
WARC launches Diversity Equity and Inclusion hub to help marketers implement effective DEI strategies

WARC launches Diversity Equity and Inclusion hub to help marketers implement effective DEI strategies

February 2, 2023

PRINT

Forbes India unveils winners of 30 Under 30 2023
Print

Forbes India unveils winners of 30 Under 30 2023

by Editorial
January 31, 2023
0

Forbes India has released its 10th annual 30 Under 30 list, recognizing 30 individuals who are exceptional in their respective...

Network18 undertakes advertising blitzkrieg to announce launch of Palki Sharma’s new show

Network18 undertakes advertising blitzkrieg to announce launch of Palki Sharma’s new show

January 26, 2023
Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’

Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’

January 26, 2023

MY COLUMN

Salaam Malayalam
Featured

24 frames of Gender Emancipation: Anup Chandrasekharan

by Editorial
January 31, 2023
0

The effervescence of feminine quotient in films was little too high in the 80’s and then by itself deteriorated and...

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through

Medianews4u.com © 2019 - 2022 All rights reserved.