Digital Agencies
Entropik Tech helps broadcasters better monetise content
MUMBAI: With the implementation of the new tariff order a few months back, the broadcasting industry has become more consumer-centric than being dependent on ad revenue for functioning as it gives the consumer the power to choose what one wants to see. The insight was shared by Entropik Tech founder and CEO Ranjan Kumar during an exclusive interaction with Indiantelevision.com, where he was talking to us about his company, which he claims to be India’s only EmotionAI startup.
Kumar added that the growth of digital technologies and OTT services has made it quite difficult for broadcasters to monetise their content as consumers now have the choice to view it on other platforms.
“That’s where technologies like EmotionAI can help the broadcasters. We help them create more consumer-centric content by bringing in deeper insight into the user behaviour and emotions in a scalable manner,” said Kumar, who is currently working with big broadcasters like Viacom18 and Star.
He shared that using tools and technologies like brain wave mapping, facial coding, and eye-tracking, Entropik Tech is able to better understand the nuances of content and support the creative process for the broadcasters.
“For example, say Netflix is launching the new season of Sacred Games, and comes to us with the promo to test how impacting it is. We will map a users brain waves and eye movements, etc, to record what part of the promo they liked, what part fell flat, and which characters drew their attention the most. They can then optimise that promo based on these inputs for creating a better impact on the audience,” Kumar elaborated.
The whole research is done on a sample group consisting of members from the target audience as defined by the client. Then they are given a chance to view the content and their cognitive behaviour is noted and studied by neuro-scientists. The creative and data team then shares inputs with the client to help them optimise the content for the right audience.
The EmotionAI technology of Entropik Tech can also help advertisers in recognising correct time slots and channels to advertise on based on rich consumer data and insight that the platform can provide. “We take the good currency to the right content, leveraging technology,” said Kumar.
Explaining more the prospects that Entropik Tech has for brands, Kumar revealed that it can help brands in designing better packaging or choose the right fragrance and colour for the products as well as using the cognitive technologies for increasing saleability.
BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.
But as we head into 2026, that tolerance is wearing thin.
Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.
The real problem isn’t feedback, it’s how it’s given
Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.
In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.
Scale has changed rverything
Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.
Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.
Guesswork quietly wears teams down
One of the less talked-about impacts of unclear feedback is what it does to people.
When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.
Actionable feedback is a shared skill
Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.
Actionable feedback answers three basic questions:
What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.
Tools shape behaviour (whether we admit it or not)
The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.
When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.
From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:
● Does this meet the brief?
● Does this solve the problem?
● Does this align with the goal?
This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.
2026 Is About Fewer Loops, Not Faster Loops
There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.
In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.
Ending guesswork is a mindset change
Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”
Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.
