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Tag: technology

  • TRAI issues recommendations on cloud services

    TRAI issues recommendations on cloud services

    KOLKATA: Following a multistage consultation process, the Telecom Regulatory Authority of India (TRAI) has released recommendations on cloud services.

    The regulatory body issued a consultation paper on 23 October 2019 inviting inputs on the number of industry bodies, requirements for any CSP to become a member of an industry body, membership fee, governance structure and initial seeding of the industry body, etc. for comments and counter comments from stakeholders. Subsequently, an Open House Discussion (OHD) was held on 28 February 2020 at Delhi, where stakeholders participated and deliberated on the issues.

    Read more coverage on TRAI

    The salient features of the recommendations are:

    . Initiating a light-touch regulatory framework by setting up an industry body through a three-step process: enrollment of CSPs operating in India; formation of an ad hoc body to frame broad rules, organizational structure, election procedure, etc.; and the election of office-bearers to take over it’s functioning as a regular industry-led body.

    . Industry body to be registered under the Societies Registration Act, 1860, and to be formed using the approach followed for the formation of the M2M body by DoT.

    .  Scope of Cloud Service Providers, initially, to be limited to cloud service providers of Infrastructure as a Service (laaS) and Platform as a Service (PaaS) who are providing services in India.

    . Telecom Service Providers not to be allowed to share infrastructure and platforms related to Telegraph with a Cloud Service Provider (CSP] who is not a member of CSPs’ industry body registered with DoT.

    . The industry body so created to review its experience and further deliberate upon the need to form multiple bodies for different purposes, such as to address requirements of different market segments. DoT may require this review after two years of commencement of the functioning. of the first industry body, or such time as it considers appropriate.

  • ZEE5 India bolsters product & tech team through key appointments

    ZEE5 India bolsters product & tech team through key appointments

    MUMBAI: ZEE5, today announced key appointments in their product and technology team. As part of the strategy to further drive the next stage of growth and innovation, ZEE5 has onboarded  Anjul Sachan as Adtech chief architect, Manit Kathuria as user experience head, Prateek Pant as video engineering head  and  Mandar Deodhar as technology (payments) director.

    Sachan, a graduate from IIT Bombay, will be leading the AdTech architects team at ZEE5. He will be responsible for the R&D as well as technical execution of all AdTech projects including adserver, self-serve, and optimization engine among others. He brings with him a rich experience in building and managing ad recommendations, content feed personalization, and a self-service portal for advertisers and publishers. In his previous avatar, Anjul has led AdTech growth strategies and product roadmap for Times Internet Limited Adtech division, while working on some solutions for ad platforms, data forecasting, audience data management, ad-blocker, ad-fraud identification, and so on.

    Kathuria brings over 14 years of design experience with him. In his new role, he will lead the CX experience from a product perspective. His key focus involves solving consumer problems across platforms effectively and quickly; building a seamless experience for both AVOD and SVOD users. He will lead the product design team to achieve these goals at ZEE5.  An alumnus of the University of Washington in Seattle, he has also been instrumental in building companies such as Rooja.com, Exclusively.com and Prophesee during his early days in the fashion and SAAS space. He has formerly worked as design and UX head of for companies like Snapdeal, Fabhotels among others. Before joining ZEE5, he was a part of Magicbricks as user experience head

    Pant, with an experience of over 18 years in technical leadership experience in video technologies has led the design and development of several multimedia CE products and OTT platforms. In his new role at ZEE5, he will be handling end to end video engineering from transcoding, encoding, CDN, and all player playability across platforms and will also be focussed on video pipelines for meta generation. He is passionate about IoT, video inferencing using AI/ML, AR/VR and cloud computing. Prior to this, he has worked with leading firms like Astro, Technicolor, Cisco, Maxim Integrated, Samsung Electronics, and DRDO.

    Deodhar joins as technology director. He will be responsible for end to end technology requirements for subscription, payments, and all third-party integrations. Mandar is an IIT Bombay alumni from MTech 2005 batch and has worked in different companies like Indiagames, Disney, Citrus Payments, Hotstar and HERE Maps

  • IMCL engages Cloudpoint Technologies to manage key aspects of its B2C segment

    IMCL engages Cloudpoint Technologies to manage key aspects of its B2C segment

    KOLKATA: In keeping with its focus on enhancing its services to its subscribers, IndusInd Media & Communications Ltd (IMCL) has engaged Cloudpoint Technologies to manage key aspects of its B2C segment, in Mumbai initially. Cloudpoint, which has been engaged by IMCL since last year to provide strategic advisory and support services for its direct points, will now take on the mantle of providing key services to IMCL’s direct CATV subscribers in Mumbai – ranging from revenue collection and end-to-end customer lifecycle management to upselling and cross-selling. Cloudpoint will deliver these services through a dedicated team completely focussed on the core objective of consumer satisfaction.

    IMCL chief operating officer NK Rouse said, “It is our constant endeavour to enhance consumer experience through superior service and also foster growth through engagements with specialist firms. This initiative is one such endeavour and is in line with one of the guiding principles of our Hinduja Group – “Partnership for Growth”. It is not only going to unlock opportunities for bringing about desired growth, but also result in superior consumer experience through agile and focussed consumer service for our direct point consumers.”

    “We are obviously delighted to be a part of IMCL’s amazing journey, now with a deeper engagement – moving from strategic advisory role to operational execution. Team Cloudpoint will strive to achieve the objectives which the company has set for itself,” Cloudpoint Technologies director and co-founder Himanshu Patil said.

    With ever-changing consumer expectations and requirements, more pronounced during these challenging times; it is imperative to move closer to the consumers and extend world-class service to create the desired consumer delight. This engagement would add significant value to the direct consumer journey by enhancing agility, coupled with an improved support system.

  • Impact of Covid2019 pandemic on print media & how ad revenues are affected

    Impact of Covid2019 pandemic on print media & how ad revenues are affected

    Covid2019 is the most dreaded word right now and rightly so. As we know, it hasn't only claimed many lives but the livelihood of many too. While it has been an eye-opener at many levels, it has also changed the economy. It looks like the 'new normal' is here to stay and to keep up with it, we must evolve. 

    Print media had its perks and luxury for a very long time before it got hit by a virtual pandemic – digitalization. Covid2019 is an addition to the already eroding industry. However, when we talk of ad revenues, Coronavirus has affected every possible industry and print media is no exception. Ad revenues have dropped not only for print but also for digital, OOH and every other possible medium. The reason is the paucity of funds. The financial crunch has urged brands and businesses to limit their spends and advertisements are the last avenues where they will place their buck. Who will they advertise for? Who will buy? The financial crunch funnels down to the consumer level too. Even if you print where are the vendors and street sellers who sell your magazines going to come from? Lot of them make it to the “migrant labourer” category.

    The lockdown has everyone at home scrolling through their phone screens all day. If at all brands want to place their money, the best bet is digital at the moment. While print as a medium struggles to stay afloat, this pandemic could result in a big boost for digital platforms in the future. 

    When we look at magazines, newspapers, catalogues, or any other vertical of print, there's no way to reach the consumers and readers. With everything under lockdown, how does one get access to these? The only smart way to deal with the current situation is to bank on digital versions of your magazine copies and newspapers and think of innovative ways to reach your audience via the internet. We have been issuing digital editions in PDF formats ourselves since readers would not necessarily pay for it. This is also to get them lured to the habit of the convenience of reading through ipads, smartphones or laptops. 

    While 'Where tech meets lifestyle' is what we stand for at Exhibit, we could evolve ourselves with the extension of the same thought – 'Where lifestyle leads tech'. Technology needs to evolve in accordance with the current lifestyle of consumers. This isn't going to last forever but this has certainly made way for a lasting change. 

    The show must go on. But, you must know where to play the showreel!

    (The author is publisher & chief editor of Exhibit Magazine & BBC Top Gear India. Thr views expressed are his own and Indiantelevision.com may not subscribe to them)

  • Evreka Offers Its Technology Free of Charge For The Fight Against COVID-19

    Evreka Offers Its Technology Free of Charge For The Fight Against COVID-19

    MUMBAI: As a start-up from Turkey, Evreka, announces that in the light of their global experience urban cleaning/disinfection/sterilization, until the COVID-19 pandemic is over, they will provide their technology appealing to both people and to operations, completely free of charge to all relevant institutions and organizations all around the World.

    Evreka, who is the leader in its sector, has announced that it will provide its technologies free of charge and calls on all humanity to support the fight against the pandemic.

    Real-time process management, location-based job tracking, the involvement of citizens, resource planning and management capabilities, which are part of the company's solutions for waste management and city cleaning processes, play a supportive role in managing this crisis situation. With the technology that Evreka will provide free of charge to all relevant institutions and organizations: 

    • Cities can be disinfected more effectively, and operations can be tracked,

    • The symptoms faced by people can be controlled and monitored,

    • People can report their medication needs.

    With this move, Evreka displayed an attitude that could set an example for all companies in this regard. Thus, a big step was taken to overcome these challenging times as soon as possible. Evreka invited all humanity to be part of the solution, in order to grow and strengthen the fight against the virus.

  • Aim to make product smarter, broader, deeper in 2020: ZEE5’s Rajneel Kumar

    Aim to make product smarter, broader, deeper in 2020: ZEE5’s Rajneel Kumar

    MUMBAI: A large numbers of Indians enjoy OTT experience across locations, languages, devices at any convenient time nowadays. Consumers as well as the industry players mostly talk about content but what goes on behind the seamless experience often goes unnoticed. From hyperpersonalisation to recommendation, consumer data platform, Zee Entertainment Enterprises Ltd (ZEEL)’s digital arm ZEE5 has undertaken a number of innovations in technical segment along with content in 2019. In 2020, the platform, which boasts of 8.9 milion daily active users, aims to make the product smarter, broader, deeper.

    ZEE5 business head-expansion projects and head of product Rajneel Kumar took us through the back-end journey of the streaming platform during a candid conversation recently. In a freewheeling chat, he shared ZEE5’s innovations in 2019 and outlook for 2020.

    In three words he summed up his aim in the product side for the year 2020 – smarter, broader, deeper. When he said smarter, Kumar meant it is about how they create products which are more intuitive for the users and constantly keeps evolving. By the term broader he meant how the platform can serve wider cross-section of the consumers in the country ranging from high-end smart TV users to low-end handset users. Making the product deeper is about creating an engaging experience on the platform to be able to give more to the consumer very conveniently across various needs.

    “2019 was a very active year for us in trying to take our product significantly ahead of what we started off with and where we wanted to end with it. There are couple of areas in which we specifically focused on where we partnered with various organizations and with a lot of them we have seen the results come already and with some of them the results are still to come out but they will be out in 2020 with all the work we have done,” Kumar stated.

    The platform is extensively focusing on hyper-personalization which starts with a combination of a bunch of various heads including recommendation. Last year, ZEE5 worked with an Israeli company called Talamoos in the segment and that resulted in a massive uplift of content consumption of each user. Kumar added that recommendation is a journey that keeps improving not only on the content side but also on the experience side. In 2020, on the hyperpersonalisation side, the company is looking at customising the whole experience of the user as far as his entire journey on the application is concerned. While content is one part of it, navigation is the other part of it, notification and communication to him is another part of it.

    “The second part that we focused on getting a CDP in place which is a consumer data platform which becomes the heart and soul on which you start to do all segmentation and build out various clusters of consumers you can target for both communication and up selling so well and so forth. That’s when we worked with a company called Optimove. We rolled out a CDP which has been great at creating both consumers insights and taking action on it as far as communication to the users are concerned,” he said.

    ZEE5 also paid high attention in the previous year on how to give great playback experience to users. The company has come out with a progressive web app (PWA) which has a new interface, a new player, certain features and sections which were not available earlier. On the playback part of it, the platform worked with a foreign company Kaltura. Kumar claims to see good traction and results coming out from PWA implementation.

    While a lot of premium users now have started to consume content on large screen devices, ZEE5 worked highly last year on making living room experience better. They worked with large cross-section of manufacturers and operating system owners.  As people started to buy smart TVs back in 2015, the consumers who had brought it then face the challenge of support for the operating systems that were launched then. Hence, ZEE5 dedicated its focus on making its presence on these devices on being backward compatible to cover a broad spectrum of users.

    According to Kumar, the fundamentals of a great consumer experience first start with discoverability as the consumer present on the platform wants to discover content. To improve discoverability, ZEE5 has several heads under it including UI, UX. For better recommendation, the platform also looks at how consumers discover the launch of content and how they navigate through it.

    “Another part is recommendation. When I come to the platform how do I come to the content which is more relevant to me, which is where a lot work is done, in not only learning the users past behaviour but also looking at his persona and people like him and being able to see if he has watched this content and somebody else has watched other content, and what is it the most likely  he is also able to watch, not only his behaviour but also behaviour of the segments which is there,” he added.

    “The second part of it is how do I make it seamless for him across the platform and we do a significant amount of work on the player by itself. That's why we have gone from a refresh from the earlier player to a new player,” Kumar pointed out.

    For better consumer experience, ZEE5  is also focusing on handling languages. “We have 12 languages. So, when a user comes you are not forcing him to communicate in a non-native language which is where we give him the option right away to a native language of his choice and start his journey which helps him in navigation and looking at the content and leading more about the content which he needs,” he added.

    ZEE5 being a large multi-lingual OTT platform it cannot be focused on only the youth segment, Kumar added. From the very onset, ZEE5’s focus has been to be inclusive of the whole platform which includes people who are not that digitally native.

    “We focus on how do we make it easy to navigate in their choice of language. Number two, we have worked on voice search and being able to discover content purely using your voice. Number three, by being able to handle all types of handsets. Not only the higher-end handsets but also lower-end handsets, handsets which are not necessarily IOS, Android but KaiOS,” he added.

    Kumar predicted smarter use of AI and ML for the OTT segment in 2020. According to him, key trends in the industry in the tech segment will be how OTT platforms make an easier user experience, easier  payment journeys, grow the user base using AI and ML. 

  • Technicolor to showcase comprehensive range of technologies at CES

    Technicolor to showcase comprehensive range of technologies at CES

    MUMBAI: Technicolor Connected Home to demonstrate a comprehensive range of technologies — including DOCSIS 3.1,Android TV and Reference Design Kit (RDK), Wi-Fi 6, 6Ghz Wi-Fi, 5G, and Fiber Interoperability solutions at CES conference in Las Vegas January 7-10, 2020.

    “Over the course of 2020, the network service provider (NSP) community will continue to invest in open platform-based solutions thereby maximizing the number of revenue-generating services that can be delivered to consumers. This is true for access technologies that bring broadband performance over cable, fibre and wireless to consumers, as well as the set-top box (STB) and Wi-Fi infrastructures that
    ensure ubiquitous, intelligent and high-quality connectivity within their homes,” says  Technicolor Connected Home Deputy CEO and President Luis Martinez Amago.

    To support this trend, Technicolor is showcasing an extensive portfolio of offerings that integrate open technologies — like Android TV and RDK middleware – into customer premises equipment (CPE) that can be rapidly deployed by NSPs around the world.

    Specific solutions to be featured during CES 2020 include Technicolor Connected Home’s:

    ● JADE — a 4K Ultra HD STB that contains next generation 16nm silicon debuting the latest technology standards — such as Wi-Fi 6 and AV1 decoding in a small customizable design. This receiver, running on both Android TV and RDK, benefits from a powerful quad-core processor, Bluetooth 5.0 technology and an innovative stackable module enabling flexibility in the introduction of value-added services such as Digital Video Recording (DVR), far field voice control and Internet of Things (IoT).

    ● RUBY — an affordable yet fully equipped STB featuring Android P, Wi-Fi 5 as well as Bluetooth and Zwave technologies that support IoT use cases. The STB has integrated a range of proven technologies in a cost-effective manner to ensure high-quality connected experiences — from audio streaming with Bluetooth headphones to Wi-Fi babycam displays and IoT Zwave lighting systems. It is designed to support video services managed by operators as well as OTT offerings from providers like Google, Netflix, Amazon Prime Video, and others.

    ● Wi-Fi XL — a comprehensive wireless network solution that improves the coverage and quality of connectivity throughout the home while managing the complexity associated with the rapid rise of devices connecting to the Wi-Fi network. Wi-Fi XL (whole home coverage solution) demonstrates how gateways and extenders featuring Wi-Fi 6, EasyMesh and AirTies work together seamlessly. Wi-Fi 6 latency and throughput improvements are also being demonstrated in highly demanding situations such as when playing resource-intensive games like Fortnite while watching high-quality video programming.

    ● EasyMesh Roaming and Onboarding via NAVIGate — a demonstration of Technicolor Connected Home’s commitment to improving in-home wireless performance throughout the home in an intuitive manner. This will illustrate how a more user-friendly Wi-Fi environment lays the foundation for NSPs to deploy new services.

    ● Open Services Platform – a showcase the flexibility and power of containers and third-party applications (from key technology partners like CujoAI, Alexa, SmartThings) can enhance the relationship that NSPs have with their subscribers. In order to have a scalable model for delivering new application-based services, NSPs must decouple any dedicated dependencies between hardware and software. Technicolor has developed a broad set of offerings based on HOMEWARE and RDK-B to mix and match services involving different software developer-based communities.

    ● 5G Gateway — an exhibit of the role that this new fixed wireless access (FWA) technology can play in delivering broadband services to consumers.

    ● Technicolor Fiber Labs — an initiative that is being used by NSP customers and key technology partners to continuously test the latest developments in optical line termination (OLT) technology to ensure maximum compliance of all fiber products with widely deployed interoperability standards.

    ● Low Latency Demo with Google/3SS — a joint initiative that showcases a dual hardware decode and software decode function on top of Android TV to achieve a multi-screen presentation. The demonstration will compare the delay between live broadcast and live OTT.

    ● STB-based Targeted Advertising – a demonstration featuring the strategic relationship with Hoppr. This illustrates how NSPs can tap into new, important and sustainable streams of advertising revenue through dedicated STB-embedded software and dedicated backend components. The STB interacts with auction servers to support targeted advertisement insertion based on end-user consumption and behavior.

    These demonstrations will be featured at the company’s exhibit suites (30-315 and 30-317) located on the 30 th floor of The Venetian Hotel. Experts and executives will be on hand to discuss leading-edge developments on these connected home technologies and their impact on the industry.

  • Doordarshan’s future roadmap hinges on new tech, content development & monetisation

    Doordarshan’s future roadmap hinges on new tech, content development & monetisation

    MUMBAI: Public broadcaster Prasar Bharati is waking up from its slumber. With technology redesigning the media industry, the pubcaster has to quickly adapt to upgradations like ultra-high definition (UHD) along with focusing on over-the-top reach and tapping the huge digital base.

    Several recommendations to boost DD were discussed in the first ever India International Broadcast Conclave 2019 held at Hyderabad in March under the aegis of the Ministry of Information and Broadcasting (MIB). Experts across the media value chain shared their insights for further growth of DD and the industry.

    One of the important recommendations was the participation of DD and AIR in international forums like MIPCOM and other international festivals.  While PB has a huge repository of archival content, monetisation of this asset is the need of the hour. Along with helping in revenue augmentation, it would also ensure a wider reach of rich content to enthusiasts.

    DD also needs to quickly adopt HD and UHD technologies for better picture quality. It has also been suggested that DD should prepare a roadmap for moving towards HD completely. On the other hand, DD needs to tap the huge digital base of consumers nationally as well as globally and take necessary steps for digitising of content and infrastructure. While all the traditional broadcasters are taking the over-the-top (OTT) road, DD can either create its own platform or collaborate with third parties in a revenue sharing agreement.

    Technology is not only important for distribution but also needs to be implemented as a part of overall programming such as augmented reality and virtual reality (AR and VR) in order to innovate and present content tactically. The need to have a separate cell in DD for data analytics for better insights on content has been allowed.

    “DD needs to adopt a professional outsourcing model for content development and acquisition in view of a large number of vacancies of production staff and ageing manpower. DD needs to revamp its tariff rates, put in place a robust sales and marketing teams and monetisation of content to stay ahead in the competition,” the report read.

    To make the changes smoother, there should be a focus also on capacity-building initiatives. At the time of rapid changes, a well-designed skill upgradation programme is the need of the hour. Moreover, collaboration with private agencies to provide training on contemporary skills in areas covering the entire value chain has been suggested. 

    “Commercial activity of broadcast to be efficient to pay for the public service activity. Onus is to be self-sustaining so that it can sustain the organisation. DD Freedish is a good example of public service mandate and achieving commercial sustainability,” PB CEO Shashi Shekhar Vempati highlighted in his ‘Master Class’.

  • It’s Official! LatestLY breaks into the Top-15 Online News Portals in India

    It’s Official! LatestLY breaks into the Top-15 Online News Portals in India

    Mumbai: Within just three quarters of its launch, India’s youngest digital news portal – LatestLY; has firmly established itself as a force to reckon with. A mere nine months from going live, it has vaulted over brands like Scroll, and Huffington Post India to be among the top 15 biggest news portal in the country; based on comScore India data – the industry standard in evaluating comparative performance of websites and portals.

    With over 10.5 million monthly visits and approaching 30 million unique users since launch, LatestLY’s meteoric rise as a credible, trusted, and preferred source of news and trending stories is both remarkable and unprecedented.

    “LatestLY, as an offering has been cultivated with a rare combination of fantastic technology and outstanding talent .” said Aditya Pittie, MD, LatestLY, as he espoused faith and confidence in the team that achieved this enviable milestone. “News consumption is fast becoming digital-first, and the day is not far when it becomes almost exclusively digital. LatestLY is perfectly poised to be the chosen port of call in such a world, and along with being available in multiple regional languages, we are preparing other unique offerings for news-seeking netizens.”, he added.

    LatestLY.com is the go-to destination for the latest trending stories in World News, Politics, Entertainment, Technology, Sports and more. Available in English, Hindi, and Marathi, other regional language offerings are in the pipeline. 

  • Tech, consumer behaviour, marketing create successful campaigns: Logicserve’s Prasad Shejale

    Tech, consumer behaviour, marketing create successful campaigns: Logicserve’s Prasad Shejale

    MUMBAI: Winning 50 awards in 2018 has not dented Logicserve Digital’s urge to keep progressing. The Indian media agency arm of Logicserve Group feels it still has a long way to go.

    In an exclusive conversation with Indiantelevision.com, Logicserve Digital co-founder and CEO Prasad Shejale outlined the major marketing trends that the agency will be focussing on in 2019 for an even better growth trajectory. Logicserve Digital is looking beyond the realms of existing marketing trends that focus heavily on technology, including neural network and programmatic AI, and is also focussing heavily on customer satisfaction driven by creativity.

    Shejale sees that people are not buying voices now, but experiences. Any technology or campaign should look at giving consumers a better experience. “The consumer is changing and so are technology, marketing and advertising. The technology has got incorporated very much into day-to-day life. So, the trends must go beyond these existing paradigms. I think it is a combination of technology, consumer behaviour and marketing which will give a greater experience to the customer and will help in creating successful campaigns. Technology is evolving, so many changes are happening every day, which is great! But to create a seamless experience we need to strike a balance between man and machine,” notes Shejale.

    Speaking about the first of the three major trends that Logicserve Digital is eyeing in 2019, Shejale mentions that next year is going to be for those who understand the consumers and have consumer experience at the core of their strategies, irrespective of the technology they use.

    Elaborating more on consumer trends, Shejale mentions the mantra of ‘video, vernacular, and voice’. He says that video is getting maximum attention and vernacular content is driving a lot of population to these videos. One needs to tap this trend smartly and in a responsible manner. “Agencies should start realising that even while the ads are free, they eat my viewer’s time. That’s why advertisements should be responsible. A line needs to be drawn as to how much is too much and how are ads affecting the life and time of a consumer who is not interested in their content,” he says.

    Shejale notes that personalisation of the ad content is a must in today’s times. “There is a huge divide between India and Bharat. A good amount of people from the latter group have found their way online and probably have the same aspirations as those of a metro person. The focus here shifts on how we interact with those people,” he mentions.

    He adds that due to the new alert customer, there’s a huge responsibility on brands to bring in the right experience — it has to be subtle and personalised. It also has to solve the problem of the customer. “It can’t be spray and pray. If you do spray and pray, the amount of money you will spend will go against your plan,” he says.

    Giving the example of Kia Motors, he says they personalised social media campaigns by introducing real-time marketing. He quips that one needs to keep going back to technologies that are already in place to work on such meaningful campaigns that not only hold consumer’s attention but also drive satisfaction by having an impact.

    There is a huge boom in the technology sector and a continuous evolvement of the space is also happening.  While it is mandatory to incorporate these new technologies in the marketing campaigns, it is much more important to back these up with creative storytelling. Shejale believes that creative people in the industry will have to be constantly on their toes and grill their brains to think of creative concepts to drive successful marketing campaigns.

    “Today’s consumer has a very short attention span. The format of ad consumption is changing—shorter yet impactful ads work. The storytelling has completely changed, wherein it starts with a big impact then there is a build, and then probably the impact or reinforcing of what to be told,” he says.

    However, he isn’t averse to the idea of long-form traditional storytelling. “Yes, formats are changing. The ads are getting shorter. But having said so, we also have n number of examples where, if the story is told well, people are willing to go for longer formats too.”

    Shejale says that it all boils down to only one point – the understanding of consumer journey lifecycle. Agencies should have an idea of how are they getting into the life and awareness phase of a viewer and know where they can’t demand too long a time from him/her. And this is where technology comes into play.  Agencies must use technical tools to form a good database about the consumer in terms of age, gender, profession, among others and then personalise their ads accordingly.