I think there is a larger piece in play with technology impacting every aspect of all workflows in media. Greater convergence between digital and traditional media is a manifestation of this process.
News18 Network has been leading the way as far as this transformational journey is concerned. We have been focused on enabling workflows and structures that encourage and allow for the flow of different kinds of content across multiple platforms thereby delivering massive efficiency gains. This seamless interplay of content will only increase with the boundaries between different media blurring even further. Audiences today expect to be able to transition from one medium to another, and yet be able to access the same experience – this is something that all media brands are striving to ensure. The ability to do so is key to not only maximizing outreach to diverse audiences but also driving both affinity and engagement for the brand. This also increases manifold the monetization opportunity for every single piece of content that gets generated. As platforms and formats proliferate and audiences continue to consume content through different touchpoints, as technology enables easier capture and real-time repurposing of content, as distribution methodologies get more and more intelligent boundaries between different media are bound to come down completely.
(The author is the Vice President – Marketing & Product, Hindi News Cluster, News18 Network)
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