Digital Entertainment - Creating the WOW factor!


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Digital Entertainment - Creating the WOW factor!

  1. 1. International Conference on Communications Convergence Digital Entertainment- Creating the WOW factor! A presentation by - Ashok Mansukhani President, Hinduja Ventures
  2. 2. Collapse of technologies……. <ul><li>Conventional boundaries of telecommunications and television industries are beginning to collide and collapse. </li></ul><ul><li>“ The choice of channels and programmes will further explode as viewers roam beyond their national borders of broadcast TV and access live and recorded programes around the world reflecting their interest. </li></ul><ul><li>“ Viewers will further benefit from increasing control watching what they want, when they want, where they want and on a device of their choice.” – Informitv Consulting. 2006. </li></ul>
  3. 3. Subscription key driver? <ul><li>The FICCI-Frames Report by Price Waterhouse Coopers for 2007 expects the Indian media and entertainment industry to grow at 18% CAGR to reach Rs. 1 trillion by 2011. </li></ul><ul><li>Television segment to grow by 22% - Rs 191 bn to Rs 519 bn by 2011. </li></ul><ul><li>With CAS/DTH/IPTV/Mobile TV making an entry in metros in 2008,subscription revenues will be the key driver of TV revenues benefiting from increased number of pay TV homes as well as increased subscription rates. </li></ul>
  4. 4. Bridging Digital Divide… <ul><li>“ The dawn of digital TV broadcasting will enable optimization of scarce spectrum: This will lead to: </li></ul><ul><ul><li>provision of additional forms of distribution like new TV channels; </li></ul></ul><ul><ul><li>enhancements like mobile TV reception/HDTV/IP based TV ; </li></ul></ul><ul><ul><li>introduction of convergent multimedia services ; </li></ul></ul><ul><ul><li>new applications such as 3G. </li></ul></ul><ul><li>“ With digitization of content and entertainment it is now possible to bridge the digital divide effectively bringing in triple play and using the home TV or mobile phone as the bridging device.”-Subgroup on Going Digital-Planning Commission. 2006. </li></ul>
  5. 5. Tectonic shift in Media <ul><li>The last 15 months have seen intensive competition between digital CAS and DTH. IPTV has made a slow start. Customers have finally got choice of different digital platforms. </li></ul><ul><li>Reduced ARPU of telecom companies has led them to look to providing video content on telephone lines and mobiles to customers.Cable companies are trying out twin play to also enhance ARPU. </li></ul><ul><li>The next two years will see a tectonic shift in the manner in which distribution and broadcast of electronic video content is accessed by customers. </li></ul>
  6. 6. A million customized choices… <ul><li>With improved digital compression, the present regime of a 100 TV channels is going to get replaced by a million customized choices especially through IPTV. </li></ul><ul><li>Broadcasting in its generic shape will convert to narrowcasting of localized interactive content and finally niche-casting of consumer selected programmes. </li></ul><ul><li>Live-casts of sports and news and reality shows will continue. </li></ul><ul><li>The rest of content will shift to the time and choice individual to each customer. This throws many business and regulatory challenges which need to be seen holistically. </li></ul>
  7. 7. Can cable cope with multi technology challenge? <ul><li>CASBAA ( Cable and Satellite Broadcasting Association of Asia) released a study in 2007 recognizing that India’s Cable TV network industry is a “huge national asset built entirely by public investment” now poised to make a strong contribution to national development. </li></ul><ul><li>These 72 million home cable networks can be used to create significant new economic activity specially in achieving higher broadband penetration from the current 2.2 million to a much higher projected figure. </li></ul><ul><li>It quotes the ‘Going Digital’ subgroup report of the Planning Commission that triple play services in cable riding on entertainment –related applications would create the most viable business model for both rural (and urban ) sector. </li></ul>
  8. 8. Multiple choices enhance customer delight ? <ul><li>Today the urban Indian customer has the choice of digital cable/CAS/DTH and IPTV. Shortly Mobile TV will become available. </li></ul><ul><li>As these choices have come with a lot of controversy, the consumer is confused what suits him better. </li></ul><ul><li>Both DTH and CAS providers have had teething installation troubles. Blogs are full of impassioned proponents and opponents of both CAS/DTH. There is a lot of hype on IPTV but very few takers.So will mobile TV be a non starter? </li></ul><ul><li>Call centers, web choices, TV spots and Radio commercials characterize a new form of wooing the customer. </li></ul>So which technology will enhance customer delight?
  9. 9. How to delight a fickle customer? <ul><li>As CAS customers get their bills for choice ; DTH operators withdraw free periods of no billing and IPTV stabilizes its cable offering, the customers will begin to genuinely enjoy the freedom of digital choice. </li></ul><ul><li>The challenge for all service providers including broadcasters will be to scale up the customer interface to provide a 24/7 uninterrupted high quality service and quickly rectify any faulty service. They need to create stickiness and retain fickle customers. </li></ul>The customer therefore needs to inform himself with all offers and technologies to make the wiser choice…
  10. 10. Challenges an opportunities in enhancing customer delight……. <ul><li>In conclusion Indian electronic media is on the cusp of tectonic changes in the way customers will access video and gaming content. </li></ul><ul><li>The current growth estimates show that this sector will easily double the annual GDP National growth figures. </li></ul>
  11. 11. Challenges ahead <ul><li>The challenge therefore lies in: </li></ul><ul><li>creating a viable business model </li></ul><ul><li>This will serve various demographic and economic price points.. </li></ul><ul><li>Helping to create customer satisfaction- the wow factor! </li></ul>
  12. 12. Thank You