Innovation @ Eros Now
Redefining Eros With Innovation Digitisation continues to be a key growth driver for the Indian M&E sector with more and more audiences subscribing to the digital medium, says Rishika Lulla Singh, CEO, Eros Now Eros Now is a visible digital platform today for content consumption. You have been a leader in digital space for over six years? Can this medium propel growth for the M&E sector? We are on the threshold of a digital transformation and our significant digitized content library enables us to deliver optimum customer experiences across media spaces. We have succeeded in developing a service that engages a new digital generation of South Asians globally - when, where and how they want. Digitization continues to be a key growth driver for the Indian M&E sector and with more and more audiences subscribing to the digital medium. Recent releases like Raanjhanaa and Go Goa Gone crossed more than a million views within just 2-3 days of its launch. Digital is the future and ErosNow aspires to be the leading South Asian digital brand of choice for consumers, advertisers and global media partners. We have witnessed Eros Intl signing various multi-platform worldwide deals with telecom, IPTV and broadcasters. Do you see visible signs of consumption pattern changing? Definitely, more and more specialist channels are coming up with digital consumption increasing. Recent trends indicate YouTube is already perceived to be the preferred choice for news and entertainment viewing, especially for the youth. Our recent collaborations with TalkTalk, Yupp TV and a host of other film content platforms point towards evident changes in consumption patterns. What is your take on movie watching on tablets? Do you watch movies on the go? The smartphones and tablets have en-
34
pickle entertainment biz guide
tirely changed the measures of entertainment. What started as an obsession of playing games has now moved to consumers being addicted to their smart device to watch songs, movies, stream live matches etc. This has further gained momentum with high speed data either at home or with advent of services like 3G/4G. Watching movies on tablet is a great source of entertainment while you are commuting or even when at home if one wants to enjoy his own space and his favorite movies. Its compact and userfriendly hence it’s not only entertaining but also makes life simple. I absolutely love watching movies on tablets. Whenever I am commuting which is very often with offices globally, I am either watching a movie or listening to my favorite music track. Moreover, tablets are handy and sleek and consume no extra space in your bag. So it’s a must in my travel list. Internationally especially, people are more inclined to consume content on the go.. Studies have shown that almost a third of the time spent on a tablet is for entertainment. In India, despite certain technology and connectivity issues, we are slowly but surely getting there. From innovation perspective Eros Now is a great case study? You have created a visible brand in no time? With Eros having all the ingredients of a successful start up how does it deploy innovation? ErosNow is a one stop shop for Bollywood entertainment. Apart from the vast library of over 1900 films, we also premier many of our latest films on the platform within 2 weeks to a month of its theatrical release. We have been innovative with our membership offerings too – prepaid
CII BIG PICTURE SUMMIT 2013
www.ciibigpicture.com