How Television and Print Are Gearing Up for the Digital Disruption Challenge


Digital disruption is taking the world of business by storm, impacting industries across the globe. There is not one industry which is left untouched; such is its all-pervasive nature. One of the most affected is the Media and Entertainment industry. While on one hand, the tech disruption has escalated consumer requirements manifold, on the other it has created new digital rivals, who are all digital natives and they are giving TV and print a run for their money.

Citing examples of how media houses were fighting to stay relevant and fend off the digital challenge, Shweta Jain, Senior Vice President, Software Solutions, NDTV described how her organization was trying to stay agile and cut the flab by trying out innovative methods such as providing (mobile journalism) MoJo kits to journalists.

“The innovative technique is essentially a cloud platform to upload video footage for both TV and digital platforms and works in sync with our vision of placing the reporter at the center of innovation. It has also been helpful in cutting costs. Moreover, the kit comes in very handy for reporting on crisis situations such as the recent Bihar and Mumbai floods. Our reporters are able to capture and as well as edit all data such as pictures, videos and scripts. They are also able to upload media in times approaching near real time, thereby reducing time-to-air from hours to minutes,” says Shweta Jain.

On the other hand, Indian print media houses face challenges like never before. Digital disruption is forcing them to reinvent and go chasing the elusive and ever-demanding customers. The growth in digital sector is cannibalizing revenues. The business models of several media houses is not able to make money and is losing it to digital players. Enterprises need to innovate to stay relevant and develop new business models that can thrive in the digital world. The crisis is about engaging customers as attention spans keep on nose-diving.

Advertisements generate the biggest chunk of a newspaper’s revenue. Timely approval of print advertisement discounts for clients and meeting publication deadlines is therefore of paramount importance. This, however, is a challenge with most of the sales staff always on the move.

“We have started incorporating innovative features such as JConnect to reach out to the public and consolidate our base. It has been successful. Application mobility was necessary for sales representatives in the field in order to meet stringent auditing requirements for online accountability, particularly for our newspaper advertising business. Staff member satisfaction has improved significantly now that the sales team can use tablets to access the portal,” says Sarbani Bhatia, Senior Vice President, IT, Dainik Jagran.

The portal seamlessly integrates with the ERP application such as organizational mass mailing, business intelligence, and management information system. Workflow processes stand streamlined as users are provided with an integrated as well as intuitive interface. A big chunk of JPL’s sales staff members have now been provided with tablets and receive advertising discount approval from their managers even as they are on the field. Therefore, there is no need for them to get back to office to get their work done. This has markedly enhanced business agility as well as efficiency.


(Image Courtesy: Pixabay.com)

Categories: Digital

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Muqbil Ahmar

Muqbil Ahmar is a tech evangelist, environmentalist, women's rights advocate, editor, and founder of www.greenubuntu.com. He writes on ...

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