Television content: It's (in) the story telling – stupid!

Attention is becoming more and more fickle with every passing day. With the power of remote in hands, viewers no longer sit through stuff they don't enjoy. This empowered viewer has made the task of content providers all the more challenging. As programmers and content developers try to find a way out, the FICCI Frames 2006 provided few cues. .

Attraction was a marriage while distraction was a one night stand – so said Sameer Nair, CEO, STAR Entertainment Pvt Ltd as he addressed the session 'Attraction – in an age of distraction'. .

However, Nair's views on how to get that elusive consumer attention in an age of distraction were along expected lines. The magic of formats like 'KBC2', 'The Great Indian Laughter Challenge', and 'Nach Baliye' have shown that no matter how much technology changes over the years, good content will always draw attention. .

Stating that we are in the second ICE age (I- information, C- communication, E- entertainment), which is marked by flooding of channels and options, Nair seemed to convey that the basics of success are essentially the same. Yes, we are in a stage of media explosion and audience fragmentation - 75 million mobile phones, 65 million C&S homes, 15 million Internet users and 16 million PCs make it clear. In such a scenario, where the consumer has myriad options, good content and good story telling is the key. Nair prescribes the strategy to first create good compelling content and then leverage it across a spectrum of options by monetizing fragmentation. .

Nair took the audience through the vast changes that markets have gone through. He talked about DTH, interactive television, video-on-demand and how that will have an effect on how television is viewed. Talking about Sportsactive, which enables viewers to watch sports with a camera of their choice, Nair said that it was now possible to even pause live entertainment. Mobisodes are opening up a world of one minute programmes to consumers. It may also be possible to watch 'Friends' on one's mobile phone while walking down the road. Today's kids are able to multi-task - comfortably talking on the phone while watching television and even listen to music with an eye on the gaming console, all at the same time. Despite these changes, Nair maintained the view that good content was always the winner. .

Through examples of 'Star Wars', Walt Disney and Simpsons, which have successfully leveraged their brand strength over the years, Nair said that the key was to create a soul around which the body could be built and the soul would be good content. .

Explaining why technology cannot come in the way of good content, Nair said that no actor gave a great shot just because it would look better when watched on a DVD. Nair recommended using multiple media options to leverage the power of good content as this would make commercial sense too. .

The concept notes of 'KBC2', 'The Great Indian Laughter Challenge' and 'Nach Baliye' were all a bit ambitious. However, Nair claimed that the successes of these formats reinforced the power of content that appealed to the public at large. .

The verdict is out – content is king. Good story telling is in, it will never be outdated. Good content has no need to fear from technology. The magic of Harry Potter has shown it. The success of 'KBC2' has shown it. How 'Nach Baliye' made viewers dance to its tunes has proved it. 'The Great Indian Laughter Challenge' sending audiences into peals of laughter has proved it. .

State-of-the-art technology may keep on changing, but the state of the heart telling the story will always remain the same. Nair drove home the power of good story telling with this quote. He thus endorsed the view that creating good content first and then leveraging it by monetising fragmentation would help hold the elusive consumer attention.