“The TV industry has been amid a digital revolution enabling online video streaming services to circulate like wildfire”

MARKAND ADHIKARI tells JYOTHI VENKATESH

Markand Adhikari, Chairman & MD, SAB Group, an industry veteran with a total experience of 40 years, talks to JYOTHI VENKATESH in this exclusive e mail interview for bollyy.com and Mayapuri on the future of Television with OTT's gaining popularity, the viewership content changing in India, Digital revolution leading the path for Industry revival and lastly how SAB Group has sailed through the global pandemic and also measures taken to stay healthy during the crisis.

Can you tell me what the future of Television in India is going to be, with the gaining popularity of OTT platforms in India as well as the world today?

OTT platforms are undoubtedly doing a dazzling job today. OTT has already created one of a kind category in the industry. We have the privilege to watch any number of channels and TV as well as web series on our favorite OTT platforms anytime and anywhere. Presently, digital offers us mind-boggling advantages by undoubtedly making it our future.

Does that also automatically mean that Television is going to fade away slowly and steadily?

Television is not going to fade away from OTT's gaining popularity. Traditional Indian families still prefer watching Television at their dinner time. The television industry has taken a different approach in terms of content to engage the viewers during the pandemic. When Star Plus started broadcasting the acceptable old nostalgic Ramayana, it became an instant hit with record-breaking viewership. Despite OTT's gaining fame, the television industry will continue being prevalent in the present and future because it is a part of every household. So, Television is here to stay

How is the viewership content changing in India?

Like I said, with the rising fame of OTT, people love their fresh and unexplored content. Web Series are the new trend these days and created one of a kind category in the entertainment industry. With COVID-19 forcing everyone to stay indoors, more number of viewers are subscribing to OTT platforms to watch web series and films of different genres.

Do you think in contrast to the OTTs, the television industry has been forced to take one step backwards?

Yes.  In contrast to OTT, the television industry has had to take one step backwards. With a different approach, it started broadcasting old TV shows to arouse the feeling of nostalgia in the minds of the viewers. When the nostalgic Ramayana starts broadcasting on the TV, nothing more can give us more happiness because it reminds us of our childhood. TV channels like Star, Zee, Colors had also resorted to broadcasting old daily soaps which were once so exceptionally popular among the viewers. Television has also succeeded in its way in terms of engaging the viewers with nostalgic content.

What do you have to say about the digital revolution leading the path for Industry revival?

For over a century now, Cable Television has been entertaining us. From the old black and white variant to large LED colour screens, the television industry has evolved extensively over the years with a countless number of TV channels booming. Even if the class has a strong inclination towards digital platforms, the mass is still obsessed with Television. Their content must be distinguished based on these dynamics, as mentioned earlier. Nevertheless, the TV industry has been amid a digital revolution enabling online video streaming services to circulate like wildfire.This empowers viewers to watch whatever they wish, anytime and anywhere.

What did Cable and Satellite companies do when they noticed that exceptional streaming offerings were threatening their traditional content?

The TV industry requires evolution rather than revolution to cater to the digital boom. The growth of the television industry might not have been as extraordinary as online platforms, but there has been growth so, when there is growth, there is hope too. Despite the consumption of video on various digital platforms, the good old TV is and will always be the most prominent medium for the predictable future in our country. Even in terms of advertising, TV is the best bet and the most preferred medium for brands not going to change anytime sooner. Undoubtedly, for the next ten years, I am 100 percent sure that Television and appointment viewing shall continue to prevail in India being an exceptionally budget-friendly option.

How has your SAB Group sailed through the global pandemic and what all measures have you been forced to take to stay healthy during the crisis?

The SAB Group has also not been any exception from getting impacted by the COVID-19 global pandemic just like other media houses. April was awful having revenues deepened down to 85%, while May was comparatively only in a little better state. From June, the percentage of revenues started increasing but was still relatively backward from the pre-COVID level. We are reasonably hopeful for the festive season now but the revenues from the festival season are just a temporary boost up. The real analysis shall commence from January 2021 onwards. The revenue from the television industry like movies, infotainment, and music would remain the same.

Finally, do you think that the mainstream businesses can finally drive revenues with the opening up of our stagnant economy and the unlocking of the big Metros?

The viewership during the lockdown has increased with the broadcasting of the prominent serials like Mahabharat and Ramayana on Doordarshan which broke every viewership record of the last few decades. Star Plus too achieved the number 1 position when it aired the Ramayana. Alongside, OTT platforms have also gained astounding popularity in the lockdown period with fresh and ever-engaging content. With the opening up of our economy and unlocking of big Metros, the mainstream businesses can finally drive revenues.