Innovation also refers to "staying ahead of the digital curve," Singh added. "It is imperative to keep pace with new formats and digitise the infrastructure accordingly."
What does the future of broadcasting hold?
With the increasing popularity of movie downloads, Dreamworks CEO, Jeffrey Katzenberg, suggested a "pay by inch" model whereby the size of the screen dictates how much a user should pay to watch the content. Simply said, "the smaller the screen, the cheaper the cost," explained Singh.
Singh absolutely agrees with this model, and feels that it will materialise in years to come. "This model makes perfect sense," Singh said. "Smaller screens only show you bits and pieces of the whole content. This helps to pique interest among the consumers, and gives them just enough for them to be interested."
He quoted an example of watching a music awards show. "The duration of the show is three hours long. Can you watch all of that on your iPhone? You probably can, but it is going to be a struggle because smaller screen sizes require greater concentration. Bigger screen sizes like a television screen would be more appropriate for such content."
Singh also added that there is a trend towards "localising content". This means shying away from "one-size-fits-all" content and tailoring factors such as the platforms and lengths according to specific demographics.
"Take the news for instance. The younger generation are more on-the-go and they want to have access to news quickly and conveniently. They often get their news online and from social media, but the older generation still stick to traditional media platforms to get their news," Singh said. "That said, a news flash will be more appropriate for the younger generation, and an in-depth news analysis will be more apt for the older generation."
In any case, Singh feels that the television is not at the brink of extinction and that it will still exist in the future. The advent of mobile phones only serve as an additional platform and is not pervasive enough to be able to replace the traditional media, he said.
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