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Multi-screens bring in additional audiences for content

MUMBAI: With the advent of multi-screens, certain kinds of content will see additional audiences. At the same time, content will have to be tailored for new media devices. One cannot always just put what is on TV into the tablet and mobile, and hope that it will automatically work.

These were some of the points made at a session at IMC’s event Fusion 2014 covering entertainment, media and sport. The session was called ‘Gimme Instant Updates: Have Multi-screen Options Changed News and Sports Viewership?’ The speakers included ProCam Sports CEO Anil Singh, Exchange4media and Businessworld chairman Anurag Batra, and T-Series president of marketing Vinod Bhanushali.

Singh said that changes have happened as a result of the easy availability of different screens like the mobile. “You can revisit sporting action through archives. You can see your favourite moments from different angles. New media has brought consumers closer in terms of shared experiences. You don’t have to be in front of the TV. Having said that, sports is best consumed live on television, but new media allows sporting action to reach people on the fly.”

He also noted that social media like Twitter makes planning a sports event easier as one gets feedback. Multi-screens have expanded the audience for sports when it comes to highlights and viral content.”

Batra noted that while watching news, viewers often use new media devices like the mobile to send an SMS to give feedback on the show. “We are screenagers. One screen feeds the other. For content creators, multi-screens is good news. Digital and Twitter engagement are good barometers to judge the success of content. For instance, there were three million tweets for Rahul Gandhi’s interview on Times Now.”

For Batra, multi-screens also mean that news is no longer a dissemination medium. Twitter is a branded content mechanism. “Increasingly, content is being made for narrowcasting. For Businessworld, we will have to create content for YouTube and Twitter. We are still figuring out how to go about things.”

Bhanushali said that T-Series’ YouTube channel has 400,000 subscribers. “We get likes and dislikes. It has been a learning procedure. We have a team that looks at monetising content on the mobile. 40 per cent of our business come from the online space.”