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TCH 2022: Experts discuss the significance of technology to create authentic content
Mumbai: The media & entertainment sector is facing an adverse effect of the Covid 19 pandemic crisis. During the lockdown period, most of the film production and entertainment houses had to shut down, in such a scenario, technology played an imperative role in generating quality production work by functioning virtually. The pandemic has accelerated the adoption of technologies. The introduction of virtual productions, VFX, and game engines changed the film production business. The creation of content is improved by technological development and adapting to new trends.
On the sixth edition of Indiantelevision.com’s The Content Hub Summit 2022 held in Mumbai recently the media and entertainment industry experts shared their insights on the topic, ‘Tech-celeration of content: where have we reached?’
The session had the presence of Eros Now chief technology officer Lokesh Chauhan; Contiloe Group CFO and Illusion Reality Studios CEO Nitin Dadoo; EPIC ON & Stream-Sense chief operating officer Sourjya Mohanty.
The panel deliberated views on the development of tools and techniques for creating incredible content experiences. There has been immense development on the tech front that is changing the way content is consumed. Cutting-edge content is transforming the media & entertainment sector every day. Virtual production capabilities are becoming a key differentiator for content creators.
During the Covid-19 pandemic, the entertainment segment leveraged technology throughout the entire virtual production life cycle to enhance the way content is created. It helped to improve production planning, increase shooting efficiency, and reduce the number of expensive reshoots.
The panel was also moderated by Plug and Play Entertainment media consultant & co-founder Anuj Gandhi.
The summit was presented by Viacom18, and co-powered by Applause Entertainment and IN10 Media Network. Aaj Tak Connected Stream is the association partner. Industry partners are Fremantle India, Hill+Knowlton Strategies, One Take Media, Pratilipi, Pocket FM and The Viral Fever. The Indian Motion Pictures Producers’ Association (IMPPA) is our community partner.
Understanding the significance of technology for generating content was the starting point of the conversation.
When asked, Is content & technology limited to OTT and theatre? What has happened to the good old TV? Dadoo said, “I don’t think that technology is only restricted to OTT! Rather, it is highly helpful to all types of storytellers.” He explained that “the use of new technologies like Unreal and Cam, which provide DOP directors camera tracking as well as onset information with an unreal virtual background, has drawn viewers back to television. The amount of time spent has increased during the past three months.”
In addition, he also remarked on the availability of talent to handle such technologies, “The talent aspect is quite difficult. We came to the conclusion that we needed to hire a foreign crew since Indians are unprepared for these kinds of technologies. After a month or two of preparing the Indian crew for the new technologies, we had another difficulty: keeping them employed when other opportunities in the market were available.”
Another member from the panel, Mohanty added, “The problem is omnipresent. There is always a talent crunch in the industry.”
Chauhan also mentioned, “OTT platforms’ journeys are very distinct from those of traditional platforms.” He continued, “All of these systems, including LG, Samsung, Android, and iOS are constantly evolving. There are continually more changes occurring; these are not coming to an end. There will be immersive experiences that will necessitate the complete rebuilding of many of these services, many of which we currently consider to be quite stable. In light of this, you must constantly develop your skills and learn new things, unlike many other technologies.”
Sharing his view on the impact of technology on the creative side of the business, Mohanty said, “Today is the era where machines decide what we need to think and what we need to do. The basic recommendation engine which is driven by AI and ML decides the content that audiences would like to watch.”
Regarding the monetization aspect, Chauhan stated, “Right now in India, there aren’t enough individuals utilising these sites. Most of them run in the red. Players on OTT platforms are attempting to optimize their journey. The ugly truth is that Indian OTT services don’t have as much money as Netflix and Amazon do.”
Watch the full session:
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MS Dhoni invests in Kuku, joins Kuku TV as brand ambassador
Cricket icon backs AI storytelling platform, fronts Kuku TV campaign
MUMBAI: MS Dhoni has invested in Kuku and joined its short-form drama app Kuku TV as brand ambassador, signalling a high-profile bet on India’s fast-growing AI-led content space.
Kuku, a mobile-first storytelling platform, operates across formats with apps such as Kuku TV for micro-dramas, Kuku FM for audio content and Guru for learning-led entertainment. Founded in 2018, the company has scaled rapidly, crossing 350 million installs and building a catalogue of over 20,000 titles across multiple Indian languages.
Dhoni said his decision to invest and partner with the platform was driven by its distinct approach to storytelling and its strong growth trajectory. MS Dhoni said, “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
Founded by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, the platform positions itself at the intersection of technology and storytelling, using AI to create and distribute bite-sized content tailored to mobile audiences.
Sharing his perspective, Kuku co-founder and CEO Lal Chand Bisu said, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.”
Adding to this, Kuku co-founder and COO Vinod Kumar Meena said, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.”
Further, Kuku co-founder and CTO Vikas Goyal said, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Backing the momentum, Panthera Peak Capital managing director Nikhil Bhandarkar said, “Kuku’s vision, execution, and clarity of thought are exceptional, qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
To mark the association, Kuku TV has rolled out the campaign Dhoni Watches Kuku TV, anchored by a brand film that plays on Dhoni’s instinctive decision-making. Built around short, engaging stories delivered in minutes, the campaign highlights the platform’s promise of quick, compelling entertainment.
With Dhoni stepping in as both investor and face of the brand, Kuku appears to be doubling down on its ambition to take AI-driven storytelling from India to a global audience, one short story at a time.
