Distraction managment

ENTERTAINMENT Technology and trends are taking the business in unpredicatble directions, but content still rules, says Sameer Nair.

"No technology can ever take away from a great story." A poignant remark, especially when you hear it from the likes of Sameer Nair, CEO, Star Entertainment.

Speaking on "Attraction.in an age of Distraction", at FICCI Frames 2006, Nair "" whose channel has entertained audiences with reality shows like Kaun Banega Crorepati, Nach Baliye and The Great Laughter Challenge "" was categorical that "Content is king".

He added, though, that "Marketing is the crown prince, distribution is a multi-headed god, and financing this kingdom is complicated."

Creating compelling content in this age of rapidly-changing technology is a very complicated task. "The Ice Age took place 12,000 years ago. This is the new ICE (Information Technology, Communications and Entertainment) age. It will completely alter the world as we know it," said Nair.

He noted that the recent technology trends that are impacting the entertainment world comprise mobiles, DTH (Direct-to-home), IPTV (Internet Protocol TV), DVRs (Digital Video Recorders) and broadband.

In the US, the DVR market is growing at an alarming pace. The trend is bound to catch up in India. DTH and IPTV are already entering the Indian market and are "changing the way we will watch TV".

IPTV will make consumers interact with the programme, get more information and actually transact with the TV station (to buy a movie). As for broadband, the "pipe is getting broader".

There are other changes too. "While we only had Doordarshan way back in 1990, we had 240 channels in 2005 (TAM data). Close to 100 channels were added in the last four years. By 2015, India is expected to be the most lucrative pay-television market," he added, noting that the driving force (read consumer behaviour) are moving towards "personalisation, self-expression and community building".

Nair advocated the creation of "high-impact content to unite audiences" and then "monetise the fragments over time, space and applications".

What would this imply? One may recall the words of Sidney Ganis, president, Academy of Motion Pictures, who said: "State-of-the-art technology will change, but state of the heart of story-telling will always be the same." Even actor Gregory Peck acknowledged that: "We are simply salesmen of the story (read content)".

Driving the point home further, Nair noted that no actor gives a great shot because it will look good on DVD; no creative soul desires creating something "just for an audience of one". It's advisable, he added, to "create a business model around compelling content".

For instance, take the case of Walt Disney which advocates: "Put your money where your mouse is" (the Disney mouse, that is). The company created a $32 business round the mouse "" theme parks, books, sport franchisees and so on.

Similarly, the Simpsons has 1,110 item licencess "" T-shirts and $3 billion worth merchandise "" sold by the 100th episode. Star Wars, too, has developed games, TV serials, books, branding and licensing (Hasbro $600 million and Kellogg's $300 million), over the last 30 years.

Closer home, Star's own Umeed Se Dugna portrayed "Amitabh Bachhan in a whole new avataar, doubled the prize money and got the entire nation to rap to his tunes".

The reality show content was supported by promos in print, radio, internet, mobiles, cinema theatres, brand tie-ups, direct mailers, trade and marketing events.

In sum, it's good to have a great idea and make technology work for you. However, "the essense will always be good storytelling".