some thoughts on content managment

Some thoughts content managment for TV, part of a ideation report I wrote for a channel :

1. Idea Hub: A core team whose specific job is to ensure that the best content ideas in the Television space are with us, whether emerging intrinsically, or being evolved externally. This involves a multi-pronged approach which will involve:
- Clearly defining what the Channel content objectives are, assessing specifically which TAG is the epicenter of our programming, and additionally, if we want to target any niche segments through special interest programming.
- Redefining Assessment metrics for evaluation of any submitted ideas/pilots by outside agencies, keeping in mind our Channel Content Objectives.
- Developing in house capability for creating novel themes/formats for both fiction and nonfiction genres, as complete reliance on outside agencies for content ideas is not the best strategy. Also, be open to joining hands with unconventional sources for content creation.
- Initiating Strategic Partnerships with the best creative/media schools in the country, like MICA, FTII through case study competitions, white papers, internships etc. to leverage the new ideas that emerge from these sources. Initiate → sustain → drive → leverage this partnership.
- Make content innovation open source, but defining who the participants can be. This can be an online platform, where we selectively offer memberships to qualified professionals from across the globe to participate in the content ideation process. Keeping this separate at all times from the actual programming strategies being followed internally.
- R&D to create new sources for content, commissioned content etc.

2. Competition analysis: In a highly dynamic & competitive space like television, it is critical to have a clear assessment of all actions of the key competitors, and what the source of their competitive advantage is. The following questions may help towards defining how we should effectively counter competitive moves of another GEC:
- What are the key drivers for their growth? - Example: Big Budget reality shows in case of Colors, as a launch strategy.
- Is their growth a direct result of our weaknesses, or are they really doing something different?
- Is our content a reflection of the changing social/cultural mindsets of the audience? Are we as progressive as the audience that we want to talk to?
- Is their competitive advantage sustainable? If yes, how can we counter and neutralize it?
- How can we create sustainable competitive advantage for our channel, which others cannot imitate? – A thought: create in-house formats for innovative shows, which legally cannot be imitated by others, be the first mover in locking & securing the best content ideas before others reach them.
- How do we come up with new/game changing strategies? – A thought: Star Player is a great initiative, as integrated media is finding increasing resonance with the audiences, but how do we monetize it? And how do we leverage it to make it a competitive advantage?

3. Programming: I am not a proponent of the current system of Lowest Common Denominator Programming, and of trying to create a mass appeal using stereotypical genres. I strongly believe that though an in depth understanding of the Targeted Audience group’s tastes and preferences is the key to successful content, trying to create content by second guessing their preferences is not. Audiences like to be pleasantly surprised, and would certainly enjoy content that is fresh, in previously unseen or uncommon genres, and with an unusual perspective on usual things. Some thoughts on this:
- Once we clear the short listing phase for content ideas, we should do a storyboard/concept test with focus groups/sample groups and gauge their reactions. Also, a mechanism has to be formulated where the final content decision is based on multiple key attributes with assigned weights, such as our programming needs, competitive landscape, attraction for advertisers, and most importantly, resonance with the TAG.
- Even the best conceptual idea is after all, a concept. The key lies in how well we can execute this on screen, and how well it will come across to the audience. More diligence is required here, for a lot of brilliant ideas lose their punch between the storyboard and the screen.
- Yuppies - Young, Urban, Upwardly Mobile Professionals & DINKS - Double income no kids: Where is the content for these guys? These educated professionals, residing in urban India, are finding less and less resonance with TV, and are difficult to ignore for a programmer because they are target consumer groups for a lot of advertisers, and thus an important segment for us as a prime advertising medium to cater to. This needs to be looked into.
- Finally, a thought that will be called faffy in MBA Jargon J. Why do we need to segment every time? Entertainment can be universal, as is proved universally by the film industry with offerings like 3 idiots and the Munnabhai Series. Why can we not create content with a universal appeal across demographic segments? Say, if a show was to be made on Chetan Bhagat’s Two States, the story would start with a young boy’s struggle to get into an IIM - his success, his life at the IIM. It would have all elements such as humor, struggle, human interest, and insecurities, which would appeal to a number of different segments. The story then shifts to his struggle to convince his family and his girlfriend’s family, which belong to completely different cultures of their decision to marry. This would find resonance with both northern and southern audiences, and will have all elements of human interest. The point is, that it is possible to create interesting shows that will have a mass appeal, and help us delight our audience household as a family!
- Say we created a slot at 11.30, to showcase the best short films made by students of the best film schools in India, with 45 mins for the films, and 15 mins for the chat with the directors, would you watch this show? This idea can be extended further, by tying up with an FMCG sponsor like Pepsi, which is always looking for newer concepts that can be teamed with their brand ‘Youngistaan’. This can be pitched as a concept where we provide a platform to the fresh blood of cinema, and at the same time, provide highly unconventional and differentiated content to our audiences.

Inspirational - Thanks Pupsy

The Road Not Taken Poet: Robert Frost
Two roads diverged in a yellow wood,
And sorry I could not travel both And be one traveller,
long I stood And looked down one as far as I could ,

To where it bent in the undergrowth;
Then took the other, just as fair,
And having perhaps the better claim,
Because it was grassy and wanted wear;

Though as for that passing there
Had worn them really about the same,
And both that morning equally lay In leaves no step had trodden black.
Oh, I kept the first for another day!

Yet knowing how way leads to way,
I doubted if I should ever come back.
Somewhere ages and ages hence:
Two roads diverged in a wood,
and I - I took the one less travelled by,
And that has made all the difference



The Victor Poet: C.W. Longenecker
If you think you are beaten, you are.If you think you dare not, you don’tIf you like to win but think you can’t,It’s almost a cinch you won’t.If you think you’ll lose, you’re lost.For out in the world we find Success begins with a fellow’s willIt’s all in the state of mind.If you think you are outclassed, you are.You’ve got to think high to rise.You’ve got to be sure of yourself beforeYou can ever win the prize.Life’s battles don’t always go To the stronger or faster man.But sooner or later, the man who winsIs the man who thinks he can.

Mental Dashboard

- Why can't things be less complicated? Or is the glasses that i am wearing ? Clarity God. Please.
- Does this race ever end? Good school -> Good College -> Good Score -> Good MBA -> Good Job?
-Everybody wants to so different things, but with the similar people, mindsets and procedures. How will it be different then. Your Mind is the biggest framework.
- iPAD is a great device. Tell me one feature that is new. ONE. Yet somebody was smart enough to say that if a am gonna carry a ebook reader, why not remix it, and hence the apple iPAD. I refuse to believe nobody while designing Kindle thought of this. I refuse to believe they were heard. thats it.
-On that thought, apple did not make the first laptop, phone, or music player, neither are they the first to make the reader-tablet thingy, yet, each and everytime, they enter the game late and screw the incumbents. How? Think about it.
-Screw structured thinking. Screw Frameworks. What do you think? Do you think?
- Being a niche player has its advantages. And its disadvantages.
- New Media. Its beyond creating ghost profiles/blogs ( google it ). Its about initiating conversations. Thats it.

RIP M

- RIP Melwin. I can't believe it you won't be around on hilltop when i next visit Pune. Or maybe you will, just that i wouldn't be able to see you. You rock.