Content Hub
The Content Hub 2022 Summit to be held on 29-30 June
Mumbai: Lights, camera and action! The scene is ready and the camera will soon be rolling on the sixth edition of Viacom18 presents Indiantelevision.com’s The Content Hub to be held on 29th and 30th June at JW Marriott Juhu, Mumbai.
The two-day summit will bring together the leading content creators traversing the spaces of film, television and over-the-top (OTT) entertainment. The event is co-powered by Applause Entertainment and IN10 Media Network. Aaj Tak Connected Stream is the associate partner. The event is supported by industry partners Fremantle, Hill+Knowlton Strategies, One Take Media, Pratilipi, Pocket FM and The Viral Fever. The Indian Motion Pictures Producers’ Association (IMPPA) has come on board as a community partner.
This year, the event is centred around the theme – ‘The Roaring 20s – A Decade of Plenty?’ – signifying the opportunities for creators who are challenging the established content traditions and breaking free with refreshing narratives, content forms and the ability to tell stories on multiple platforms.
The freedom enjoyed by creators today is encapsulated by the spirit of the 1920s which was marked by a general feeling of prosperity, novelty and associated with breaking away from tradition post the culmination of the First World War. A hundred years since the world is undergoing a transformation courtesy of the pandemic, streaming services, new content forms and formats have transformed entertainment consumption and the way content is produced.
When it comes to content, consumers are enjoying a decade of plenty with the convergence of TV, film, video-on-demand, short-form, audio, video games and metaverse formats and transmitted over digital media. Will the next decade see a further revolution and exploitation of the opportunities similar to the 1920s? That’s the question folks!
Hear from India’s content czars and czarinas at The Content Hub outlining their plans for shaping the content landscape for the current decade. The head honchos from leading studios such as International Art Machine, Famous Studios, Applause Entertainment, Juggernaut Productions, StudioNext (Sony Pictures Networks), Endemol Shine India, Roy Kapur Films; OTT platforms including Zee5, Aha, Epic-On and renowned creators such as Alankrita Shrivastava (Bombay Begums), Jeo Baby (The Great Indian Kitchen), Aniruddha Guha (Rashmi Rocket), producer Sunir Kheterpal and more.
India is at an interesting and exciting point in the content space where the next Emmy or Oscar will be awarded to the creator of an Indian film or series. Will Indian content follow the trajectory of the Korean Wave? And how? Will the 2020s prove to be India’s roaring twenties?
Mumbai: Exploring the shift from regional to national content, this synopsis delves into the trends and challenges. It navigates the transformation, analyzing industry dynamics, emerging trends, and the hurdles faced. From preserving regional variation to adapting to a broader audience, it examines the multifaceted journey of regional content evolving into a national narrative. In what ways do the emerging trends and challenges influence the dynamics of the entertainment industry during this transition? How can creators navigate these changes effectively? What strategic approaches can content creators adopt to strike a balance between maintaining regional identity and fostering a cohesive national narrative in their work? How can the transition from ‘regional’ to ‘national content’ impact cultural diversity within the entertainment industry, and what measures can be taken to ensure the preservation of regional variation?
In a rapidly evolving media landscape, seasoned industry professionals have offered valuable insights into the transformation of content consumption and production. The session was chaired by Ernst and Young partner Raghav Anand, MMTV chief executive officer P.R. Satheesh, Sony Marathi business head Ajay Bhalwankar, PTC Network chairman & MD Rabindra Narayan, Shemaroo Entertainment COO, Digital, Saurabh Srivastava esteemed voices in the field, have articulated their perspectives on the burgeoning shift towards globalised content.
Rabindra Narayan emphasised the dissolution of regional boundaries in content consumption, attributing it to the accessibility facilitated by global platforms and connectivity options. He predicts a future where language barriers will fade, citing the potential of technology to clone and adapt voices, thus enabling seamless localization across languages.
Saurabh highlighted the democratisation of content creation in the digital era, underscoring its empowerment and revenue potential, particularly in linguistically diverse markets like India. He emphasizes the value of culturally rooted storytelling in filling gaps in content supply, with technology enabling effective monetization, especially through OTT platforms.
Ajay Bhalwan sheds light on the evolving landscape of Hindi and regional language content, noting a significant shift where a substantial portion of content on Hindi film channels originates from regional languages. He accentuates the importance of language in enhancing authenticity and audience engagement, exemplified by the strong resonance of Marathi content in Maharashtra.
PR Satheesh underscored the paramount importance of content quality in driving viewership and transcending language barriers. Drawing parallels with the global popularity of Korean dramas, he advocates for leveraging technology, including AI and real-time translations, to enhance content creation and distribution.
These insightful perspectives collectively echoed the industry’s adaptation to a globalised content landscape, where technology catalyzes innovation and accessibility. As content continues to evolve, these experts offered valuable guidance on navigating the dynamic media landscape and maximizing the impact of storytelling in diverse markets worldwide.
