 The next coming up is a topic. How is technology shaping the future of streaming? We have stalwarts on the streaming platforms, technology giants, of course, coming forward to speak on the topic, after which we also have a celebrity panel where we will talk about how OTT has it democratized creativity and stardom and post which we will have the dynamics and diversity of OTT content. So, lots of good information coming your way. Stay tuned with us. Coming up next, we have, like I've mentioned, how is technology shaping the future of streaming panel discussion here? And stalwarts of the industry joining us on this panel are Mr. Lokesh Johan, Chief Technology Officer, Irosnow, Siddh Mantri, Senior Vice President, Product MX Player, Rohit Thikmani, Head of Product and Growth, Wacom 18 Digital Ventures, Mr. Pankaj Kedia, Managing Director, Emerging Markets, Dolby Laboratories. And chairing this session is Aditya Olman, Co-Founder and Head of Marketing, Mylene Foundry. A very warm welcome to all of you. I request all our panelists and our session chair to please switch on their camera and mics and join us on screen. Eagerly waiting to hear from all of you on this very pertinent topic that our viewers will definitely take some key takeaways from. Once again, a very warm welcome and thank you for joining us this afternoon. Aditya, I'd leave the screen to you. Thank you very much, Kapi. And thanks for the warm introduction. I hope I am audible. Yes. Okay. So, thank you very much. We have an amazing panel here today and I'm really looking forward to this session. Definitely, technology is the most exciting topic to discuss about today, not just in OTT but in all streams where we are seeing how the pandemic today is accelerating the adoption of technology across industries, across verticals, but video streaming is specifically very, very exciting because all of us live and breathe content, video, and it's an essential part of our lives. But while we talk about this growth story, we talk about the next 500 million that is now coming onto OTT platforms. We're talking about tier two, tier three growth and the stellar growth overall that we are seeing in OTTs. It's also important to talk about what are those challenges that each one of you are facing while enabling this growth into tier two, tier three, and even rural India. And how are you going about tackling those challenges? I think I'd like to start with Rohit to get your views on what are those challenges, how are you tackling them, and what do you see as challenges even going forward as rural India also comes on board into the OTT bandwagon. Different parts of our business have different challenges in our journey into the hinterland for the subscription part of our business. Access to banking is an issue, basically enabling rural users to make payments. For the advertising part of our business, the usual connectivity latency challenges abound. In general, the prices of smartphones are still out of reach of the next billion users. So to speak, we've been hearing of promises of 2,000 rupees smartphones and 3,000 rupees smartphones for a long time now, but they really don't cut ice. It's a decent OTT experience can be only had on a 456,000, 7000 rupees device still. So yeah, typically these three would be the top challenges, access to payments, digital payments, access to high quality networks and access to high quality devices. Great, thanks Rohit. Then you talk about digital payments. Do you also see a lot more partnerships happening on that space to enable better, smoother transition into digital payments? Or do you see other kinds of solutions such as actually relying more on cash cards? I do know that there are a few regional OTTs that have looked at actually using cash vouchers for users in areas where digital payments is a difficulty. What do you see as that trend happening in the digital payment space? I think telco partnerships are the most, are the path of least resistance, is the path of least resistance. Cash, we haven't really explored. We've been seeing cash cards in India for the last 15, 20 years, but never really thought about it, that must be honest. Thanks Rohit. Sid, I would love to hear your views. Of course, MX player, primarily being an AWOD player has been doing phenomenal in terms of watch time and getting viewers to actually come back to the platform, but what are those challenges that you are facing for scale? I was about to say we kind of solved the payments and access to banking problem by making our content free. So I think for us, the biggest problem has been cost of data and data connectivity and data penetration. It's a big focus area for us. I think a lot of our customers, especially the OTT or three cities, they tend to live on our daily plan of one GB or two GB data, and they tend to burn it out. They have so many instances where users want to consume our content, but literally run out of their quota of the data that they have on a daily basis. So that's one. I think, again, telco partnerships is one way to go about it. Clearly, we live in a country where net neutrality has to be respected, and so we've got to find creative ways. I think the second challenge I'll talk about is as we start getting deep into tier two, tier three India, the preference and the taste of content is very different. And there are regional preferences. There's a very, very strong preference for region-specific content, language-specific content, and being able to cater to the diversity of preference that users have, and being able to target it, and that's where kind of product and technology kicks in. Being able to identify those tastes and preferences, and being able to number one, generate supply from a diversity point of view, and matching that supply to the appropriate demand. I think that's where we focus a lot of our energy on. Great. Interesting. And talking about localization, there's a lot of effort going in by multiple players. Rakesh, I did read that sometime back. You've also partnered with Google Cloud for AI subtitling for regional languages also. So would love to hear from you. How do you perceive overall the challenge of tier two, tier three, but also localization in particular? Thanks for the question at the end. Let me first start answering the larger question, the problems that we are facing. The biggest problem I think I speak for most of my colleagues is the ability to deliver content. The pipes are still small. The tier two, tier three connectivity is still a problem. It's only we can cater to a certain percentage of people who clearly have a line of sight with the network. That's it. The rest of it is still awaiting. So a large part of India is still awaiting options of offline delivery and cash payments, which kind of requirement. Right now, we're looking at a niche where people are aware of how to do things online and they're only serving that crowd. We need to get out to the masses and say, you know, this is available for you all. So that is where I believe the larger part of the problem solving has to happen. And it would be a very strategic option of working with the telcos, working with the government, working with partners and cash collection side. We have to do everything and the whole ecosystem needs to evolve. I would say that is where the larger part of the problem is. Obviously localization, as you mentioned, we're trying to do our best. We're trying to ensure that content localization from both subtitling and speech perspective starts happening more and more. And we don't believe going the human way is the right method now since we are a global service, we have to cover all geographies and it's physically not possible to getting all those renditions and all those stuff. So that's where we are saying we will utilize technology. We're looking at partnering with multiple players just to identify which suits are needed best in what markets. Thanks, thanks, Lupeesh. Absolutely. And while we are all trying to solve the problem of last mile and making sure that content can get delivered and even payments can happen for the tier two, tier three, it's probably also important to look at in the middle of all this, what is the quality of experience that the user is getting? Because while we are looking to scale, we are also looking to retain customers and make sure that they come back to the platform. And in our company also, we are looking at how can we help enhance that experience. Pankaj Dalby is trying to do something similar by actually looking at how can you leverage the power of the edge device of the consumer device to get certain experiences maintaining continuity of video delivery and audio delivery. So we'd love to hear your perspective and your view into this problem. And from our perspective, it's not a question of this versus that it's not an or problem, it's an and problem. So while we have to scale, reach new consumers, I think how do you engage and retain the existing consumer that you said? I mean, how can you whether monetize them better or engage them better, you know, along the view times, increase engagement, all of that. Audio video quality has proven many a times again and again that it helps engage, you know, increase engagement, whether it is increased view time, or you know, a better brand connection, many other factors. So, you know, and I told me we're in the business of enabling spectacular experiences, both for audio and video. And we do that by working across the entire ecosystem with content creators with the content distributors, you know, like we have our colleagues on this panel, and also the device manufacturers. And what we see on the device side is there has been a significant ramp up on device capabilities, you know, both on the audio video side and not just at the premium, you know, $1,000, $2,000, you know, TVs and phones, but even on the $100, $150, you know, so in Indian currency, $10,000, $12,000, those price points, both on the television and on the phone side. So the capabilities on the devices is constantly increasing. We did a pretty significant global survey, including in India last year in the middle of the pandemic. And what we found out is that over 90% of the respondents had recently upgraded over planning to upgrade the device in the next six months. So device refresh is also happening very fast now. But what is being delivered to the device is a lot of times is not optimum to what the device is capable of. So one is there's a missed opportunity. And there is obviously there's a mismatch in the expectation. So I think it is a mindset issue. Sure, there are challenges, you know, having, you know, been in this industry, you know, having worked with many parts of the industry, including a cinema, you know, I remember an interesting incident, not an incident, but an instance where when we were engaging with Bollywood, you know, creators, they were 10 years ago, the mindset, the reference was this, you know, dilapidated cinema in the middle of nowhere in a village, you know, and you know, with broken speakers. So let's create content that how people can hear that. But on the other hand, there was the cinema right down the road, which was state of the art. And so the references were all wrong. So and we made that shift, we worked with them to shift that, you know, mindset from trying to create with first, you know, content with broken speakers rather than, hey, create content for the best possible. But yes, let's make sure it works in the other side also. So I think this is not an or question to me, this is an and question. And I think service providers need to factor in more about device capabilities and leverage more. I think it's at the minimum, this is the best opportunity. Right. Thanks, thanks, that's a very unique but important view that we cannot think of it as an either or it has to be and because while and we spoke about it earlier as well, while, you know, there is a need to make sure content delivery happens across the board, the viewers are also getting more and more demanding, right? Pankaj and I were discussing how today, you know, on a small screen, we get Hollywood content and you also get Indian content, regional content on the same screen on the same platform. So the demand of a certain quality both from a content standpoint, but also from a quality of experience standpoint is really, really high. And so it's important to look at both of these together. Now, while we talk about all of these, I mean, it's always, I mean, why do we want it to be an and answer? There's always this optimization issue that exists today, right? I mean, because of the last mile challenge, but do you see, and I would love to hear from each one of you, your view on this, I mean, what we what we get to know now is that 5G is that panacea, 5G is going to solve everything, right? 5G is going to bridge all those gaps that exist, is going to bring in reality streaming. And I don't know if, you know, our dogs are, you know, our dogs will start dancing in augmented reality using 5G. But, you know, jokes apart, I would love to hear from the actual horse's mouth, what, you know, what is your expectation in the medium term, but also in the long term from 5G? Do you see it solve all of your problems? Do you see new forms of streaming emerging or are you a little more skeptical about all that, you know, picture that is being painted? I actually started location because I can see him smiling, and I'm sure he has an opinion on that. I have got both pros and cons of 5G in my head. Like, I definitely would want self-driving cars that people don't have to do anything except for watch content or that we are set. So I should be happy about, you know, 5G coming in and everything is being so great, immersive experience, interactive experience all across. But then I have to take a step back and understand where 4 5G is doing in developed markets because we also serve developed markets. And then we understand the line of sight aspect of 5G is becoming more and more important and India might not be the best use case with that. The high concentration of city, centers in India actually are far in view. Whereas a large part of India resides in a very, what you would say, far away from 5G antenna scenarios. And the way 4G rollout has happened and how it has changed thing, we agree to it, but the incremental change that 5G is going to bring, is it actually going to be there? It's a bigger question. I personally am trying from our side that we are as ready from immersive experience perspective for 5G enabled content delivery scenarios. But it seems like it's going to take a few more years, at least from an Indian perspective, it is going to take a longer period for it to become big enough to create the impact. And I would be judicious with the dollars that I have to spend and not go all out preparing for 5G onslaught. Right, absolutely. So basically be optimistic, but also think practically as to what is the impact that you can create in the medium term. Rohit, what are your thoughts? I mean, do you see, for example, 4K becoming a reality in India in the next few years because of 5G or other advancements in the infrastructure? 4K will become a reality if 5G or no 5G. I really don't know about 5G. I ask myself what can we do with 5G that we can't do with 4G? How better than 4G is 5G? Will people notice even? So we don't have a top-down system-driven approach to technology like we don't predict the future sitting in some room saying 5G will change the world and then start acting on it. We have a bottoms-up approach and we pick technologies that help us get to our goals and help our customers get to theirs. So I really don't know about 5G. It could very well be just faster 4G in which case, depending on how fast it is and whether that speed will be even discernible by end-user, it may not matter to the OTT business. And there's also basically the point that 5G might just be a lot more useful for industrial use cases, industrial IoT versus actually for consumers. But Sid, I want to hear your view and especially from the point of view that MX Player also has Takatak, which is sort of the short-form video content platform and which is fueling I think the next generation of video consumption. So how do you see not just 5G but newer infrastructure? How do you see that supporting the short-form video revolution if I may put it that way? I think you're on mute, Sid. Sorry about that. My son just walked into my room so I'd muted. It's a really good question. One of the reasons why I'm excited about waking up in the morning and do what I do is because a perk we enjoy is we kind of get to live and invent the future in so many ways. So I think the bigger problem is really data consumption quotas or data consumption capacity and then the cost like I said earlier. I think 5G will help in terms of enrich the quality of video that users get to watch for the same amount of data consumption. But we've kind of stolen the challenges we have today when it comes to speed and data because with the first OTT in the world who's commercially launched H.266, it's cutting down size of video as well as bandwidth requirements to about 50%. Those savings go all the way to 70% when you go into HD content, 720p, 1080p content. So I think 5G will help enhance the user experience because for the same amount of data consumed, the users will be in a position to get significantly better quality of content as we also push the boundaries of the codecs that we use along with the speed efficiency that 5G brings in. I think the second part is you mentioned 4K content. I think 4K content is a bit of an urban phenomenon in India right now and I don't expect that to change because the devices and the equipment or the infrastructure you need to consume 4K content needs to get cheaper and more accessible. And it remains to be seen whether the base at which mobile consumption of content is growing when that plateaus versus the base at which that 4K capable television that costs significantly more and not everyone can afford it. And in addition to the fact that the television becomes a very constraining consumption experience because it's not personal enough. I think where we find the strongest growth is where entertainment is very personal and is completely at your discretion. Television access to television tends to be a communal experience and it's not at your own individual discretion. So it remains to be seen whether that you know kind of kicks off in a big way. I think we're probably some time away from that happening but the mobile consumption kind of going at break next speed and will continue going at break next speed because it's a very, very personalized experience not just the technology but even the access to entertainment every user has. Absolutely and you know a very valid point that it's not I mean while the 4K living room is an urban exciting but urban phenomenon mobile consumption is just growing at a break next pace and will continue to do so. And Pankaj would love to hear your views on that because from Dolby's end you know you are trying to really create experiences now not just in living room but also on mobile. So how do you see this playing out with new infrastructure coming in? What is your view on 5G or on infrastructure being developed better? We did speak about it and you mentioned that you do believe that a lot of current problems will be solved but would love to hear your views on the same. I think two parts to that answer. So I'm pretty bullish on 5G. I mean luckily in Singapore they've rolled out 5G. I get over 300 Mbps on my phone on 5G. So it's pretty amazing. It kind of equals what I get at home with you know the fiber connection at home. So it's very you know it to me 5G yes will enable some new use cases whether it's VR or AR but you know how mainstream they will be I think needs to be seen. We need to see how you know how the consumer adoption is going to be but I do think you know being wireless it will have advantage for markets like India. India you know has always done well with wireless connectivity and I think there in terms of solving our existing challenges of content delivery in a robust reliable and high speed manner I think there's going to be a lot of advantages that's going to come with that and I mean one thing we have to also remember is 5G is very evolving right now. There are you know services being rolled out but there's a lot of work happening in on the innovation the evolution of 5G. So it's not at a point where we say no this is 5G and this is what's going to get rolled out. There are standards being written today there are new use cases being developed for 5G and you I mean there is experimentation happening on you know broadcast type linear delivery over 5G which can you know go mass you know so you don't have to send one stream to a million streams of the same thing to a million people you know you can do you know you can do broadcasting type linear distribution which works on phones and you know other places. I think 5G yes in terms of the wireless access does it really open up opportunities in the home. I think yes it does exciting possibility there because we obviously know the broadband penetration is limited right now so can that open up. I think that's on the 5G. I'm pretty bullish but I'm more bullish on our existing challenges getting solved and you know the around content delivery and experience in getting resolved and I'm sure there are going to be new use cases but I think one needs to watch and see what I mean there's been a lot of excitement about 3D and VR but they haven't really become mainstream so far so that needs to be seen. I think the comment on the screen what we have you know seen over the years and you know we've done this for a long time is what we have seen consumers usually would choose the largest screen that they have access to. Now it's possible that a young kid you know may not have access to the TV screen in the home that's totally possible but when they have access to a certain screen they will usually choose the largest screen now. It used to be the cinema it used to be the living room now people don't have access to the cinema. We've seen during the pandemic the growth on home consumption on television has really increased significantly and it's not really been at the cost of mobile it's been in addition to mobile so in that sense you know I'm much more bullish on the living room and the large screen and I mean if you just look at the market again the price points you're getting 4k televisions at it's very mainstream now so it compares to you know what we spend on phones or even sometimes lower than that. Right absolutely and I think again it's an answer there because it depends on the kind of content for example for short form content like you know what we have in Takata and other platforms the format is such that people really enjoy watching it on a smaller screen where there's a lot more interactivity in sort of watching the content versus let's say if it's a more immersive kind of content like a movie I mean I'm talking from personal experience right I would like to watch a movie on a large screen but if it's short form content which also by the way is growing really really fast we had done a survey internally at our company Myelin Foundry we did a survey with a thousand people and almost 30% actually claim that they on a daily basis actually watch short form content which is less than two minute content on a daily basis right as the primary form of content so definitely it is you know I think it is going to be both ways I think living room is definitely will be growing in the pandemic is accelerating that because people are spending a lot more time at home but short form content also from an interactive standpoint will be fueled by the mobile phone and the you know audience that is sort of always having access to their mobile wherever they are right I mean people take a break from work and then they watch a couple of videos on these platforms also great great insights and very very inspiring I can see there's a question as well for Rohit from somebody in the audience what are the investment plans for content delivery user experience and security that you have at Viacom Rohit wow that's a big question content delivery user experience and security that's pretty much covers everything I think everything investments we you know we make investments like I said in a bottom sub and I mean you I assume you mean investments in technology so like I said we have a bottom sub approach technology is a means to an end and wherever there is a need to help our customers get to their goals or our business to get to ours we don't hesitate to invest in technology in all those three areas and great thanks Rohit I hope the question was answered I don't have the person's name who had asked the question but thanks for the for the question I also just generally you know I'm sure everybody in the audience is curious to know why we've talked and we're talking about so many different key priority topics we would love to know you know for each one of you as a product and technology you know you know when you wake up in the morning and you're thinking about work what are those three priority things that you have that you are you know either firefighting or innovating on those top three things that come to your mind location would like to start with you any random alerts that you have missed because you have put your phone on silent to get a sound sleep is definitely there that's typically the start of the day but then then things move along so there's a BAU aspect you just check on things of what is the progress of things that is already going on and outgoing you know releases and roadmap and this and that but then the other priorities obviously is innovation you have to understand the way things are evolving how markets are moving how certain breakthroughs are happening on a regular basis and see does that use case apply to this industry does that make sense to invest in any of those what you would say innovations either building it licensing it or co-building it either of those situations we have to have our eyes and ears completely open all the time for hearing news around anything to do with video at least and anything beyond video is obviously there right right and when you talk about innovation what is a timeframe that you look for outcomes because obviously you know from industry to industry is very different but for OTT what is that turnaround time that you look for outcome from investments in innovation so typically a quarter out a lot of things typically take at least a month long effort to build in house or with vendor partners and then you have a typical cycle of releasing on beta for internal QA consumption and seen so typically for most features that we envision now can go out or innovations that we should invest now and see a possible release cycle it's a quarter out okay interesting uh Sid what about you what's what's the usual day like in terms of your priorities at MX yeah you know it's a great question I tend to think about it in terms of what is it that gets me excited get out of bed in the morning or what is it that I you know that I go to bed with thinking about you know can't wait to get up the next morning and continue you know these things that I have to put a pause to just because the body is going to get dressed I think there are three things I wake up with that are always top of my head first one is getting a pulse of the customer and so you know we cannot do a daily daily report on you know what the actual ratings saying we measure in ES at a very regular basis and going through those reports and so getting a pulse of the customer you know we do fairly frequent user research studies and so all the different channels through which we get to you know listen to customers observe how they use our product that's number one number two is how we how we create differentiation and value for our customers and you know technology is a means to achieving that end so how do we push the boundaries of technology with the skill set and the you know the tools available to us and create differentiation and keep winding the differentiation in terms of value we are going to customers I mean think about customers in you know in three dimensions you know and I think of all these three as my customers the end users the content creators whether it is you know publishers who are creating content on the cut up you know user generated content or whether it's studios producing premium content and the third one is the business itself and how we monetize the business the business is actually my customer as well so that's number two we differentiate and the third one is as a as a leader how we elevate and upskill the people that I work with the people who work in my team and the one thing that I kind of stress on because I feel all of the problems take care of themselves is if we push limits on taking pride in our craft and so pride and craftsmanship is kind of you know the most important right up there when it comes to how I help my team succeed and raise the bar thanks that's really inspiring Sid I hope you do get enough sleep after so much that you're handling you know being in Singapore and being two and a half hours ahead it's yeah it's gonna be very challenging because yeah but when I it's almost when I go to bed is when like it was peak activity in India right right at least thank god you're not in the US otherwise it'll be totally crazy yeah yes but you're also in Singapore I hope you get some sleep too after all the work that you're doing but I know that you're handling emerging markets and there's a lot of things that you're doing would love to hear about your priorities about what you do on you know in a usual day I don't do well if I don't get eight hours of sleep so I get my sleep very important but yeah I think important priorities number one is people especially right now especially with the teams you know and what's going on across the world especially in India so that's that's really top of mind but you know expanding on that people piece you know in better times really thinking about you know how do how can you know we enable our teams you know how can I enable my team to do the best work how can we enable customers externally whether it's a creative or it's a technician or it's you know it's a manufacturer how do we enable them so enablement is a big thing on my mind and what's the role I can play personally there and and the second piece is around you know customers you know how can we serve our customers better and still talked about it you know I think you know whether it is bringing more value to their businesses helping them meet their objectives you know what what is that we can do for our customers how can we be better partners and I think the third piece is around connecting dots so because we are in a very unique position that we work with a very large cross section of customers I mean it's a tall statement but we pretty much work with everybody in the industry from everybody who makes every device from everybody who makes your distributes every piece of content and people who create that content so we are working with a very large cross section of the industry and you know and we have people who have deep relationships in each of those areas and I think we bring some unique value in trying to be able to connect those dots together so I think those three great it's really great to hear that you know technology and customer are two of the things that is common across the board and which rightfully should be because a OTT is highly highly dependent on technology in terms of actually the you know the infrastructure itself and the ability to get actually deliver certain experiences but also the customer being in the center of everything Rohit you've been an entrepreneur and you're currently the head of product and growth I'm sure you bring in an entrepreneur spirit into what you're handling right now what's your day like what what do you focus on well every day is different but there are a bunch of things that always play on my mind mostly let's say from an outside in perspective the quant metrics for our viewers advertisers our business from a qual stuff keeping a finger on the pulse of the sector on the consumer this is like a you continuously pay you know partial attention to these things but the thing that I these days especially I'm spending most time on is inside of stuff like being happiness and their growth and alignment with stakeholders especially in this remote work from home situation how the culture shaping up things like that really so yeah outside in inside out and regarding the entrepreneurial part when I was an entrepreneur I did my job professionally as a professional I bring entrepreneurial spirit to the work so it's really doesn't matter who owns the shares of the company you've got to do a job and do a good job of delivering value to your users investors partners. Thanks thanks so much I know we have about five minutes to six minutes to go but I do have because this is a panel talking about technology trends we did talk a lot about the challenges about how we are trying to overcome them we talked about 5G but I would love to know from each one of you what is that one trend that's super exciting to you personally and you really would put your money behind it. Pankaj at start with you what do you think is that trend that you already seen happening and how has the pandemic impacted that you know in terms of acceleration or has it slowed it down would love to hear from you. I think as we've spoken I mean the pandemic has accelerated things I mean and then the obvious thing what we spoke about is increased consumption there are better devices you know better engagement but I think talking about the one trend that I'm personally very excited about is actually audio because there has never been more interest in audio than there is right now I mean if you look at Clubhouse you look at podcasting you look at music it's just never been more important than you know I mean just the people that are getting behind it the quality of content that's coming out you know we are working with a very interesting company in India they're a startup it's called Earshot it's a podcast service and they do scripted drama on podcast and it's just stunning content and the fun thing is that they're doing it in vernacular languages like Bhojpuri and Athamis and very different from you know the typical urban type of you know content creator that we would kind of usually work with so it's very interesting and I think the whole audio space is very exciting and it's just the start of where things are right now so I'm very excited about audio itself I mean it's strange that we come back the full circle and go back to audio but I mean I think there's a lot of excitement around audio right now absolutely it's it's just exciting how audio has picked up it's always been an immersive form of content I would say it's just not been explored to the extent audio video together has been but now you can see with you know so many podcasts going viral and millions of followers it's definitely you know a great trend and it's only going to keep growing thanks sir Pankaj that's very interesting. Lokesh what about you what is that one thing that one trend that you'd put your money behind? Actually that's more like working with Dolby. Awesome the immersive experiences that we constantly believe are going to be the real talking point of consumer experience the large screen with immersive audio or HDR content in itself that is where the world is headed I mean obviously as Sid and you both talked about that you know the four keys of the use cases are very urban right now but investment in content creation has to happen now so that you have a sensible enough library three to four years down the line right investing in creating the right library investing in the pipeline to ensure the content essentially is available with those bindings now itself is something that we're very excited with and we are going to constantly push towards your standards you're constantly working with partners specifically to ensure that we are not left behind the curve and later we are just trying to find how do I upscale audio how do I upscale video and kind of do a catcher this is not the time to you know wait and then see what happens this is happening people are going to buy new TVs people are going to buy new amazing sound bars and surround systems and if you are not providing the content which is enjoyable in that probably going to remain a mobile only player in a tier two market right absolutely that's a great point I think you know the devices world is always you know running very fast faster than the rest of the world it's I think important for the content world to also catch up and be able to provide those experiences that devices are capable of whether it's our mobile phones or our televisions all all kinds of devices that we're watching on great great point location Rohit would love to hear from you as well what's your personal favorite in terms of you know a trend that you're seeing has caught up recently and I think would really accelerate going forward sure there are a few but if I were to put my money on one it would be on synthetic media synthetic audio synthetic video I think it's so so we're at the top of the current S-curve there's only so much time shifting place shifting of existing filmed entertainment you can do I think the next S-curve starts with synthetic media so yeah very exciting absolutely Sid my personal favorite in terms of trend is actually interactive video and I know MX clear has dabble with that as well with right click but I would want to know what's your what is that one trend that you see you're very excited about you just you just told my answer yeah we are very excited about interactive video but if I can generalize that I think from a trend point of view what the pandemic has done especially India is it has created digital literacy for a very different segment of users you know like the 40 to 60 year old segment like my dad and my mom who would typically depend on me for all of their technology needs the pandemic has forced them to learn it all by myself or to learn it all by themselves my mom did her first digital banking transfer a couple of days back because although it was available to her for so many years and we were pestering her to do it she would insist on physically stepping out and getting it done maybe always her way of getting some exercise or whatever but she didn't have a choice now and so that lack of choice has catapulted and accelerated digital literacy in a segment of users that wouldn't have never happened if not for the pandemic but I think from a you know going back to the other answer the other part of the answer I think entertainment especially video led entertainment has for the longest time just not changed always been like two-dimensional maybe you know this tends to make it three-dimensional but it's still very passive consumption so interactive flavors of video whether it is you know the interactive video which was not linear in that storyline that we launched on mx you know a couple of months back or whether it is short form video that tends to be a lot more interactive the user is clearly commenting liking following a publisher you know we've enabled p2p chat and we have your communities and conversations happening in the context of short form video I think that interactive element and social element to consuming content and transitioning users from passive consumption to active consumption I think that's the one I'm really excited about because it's it has an untapped potential to be a hardly scratch the surface great thank you thank you so much Sid very interesting I'm glad you were able to get your mother to use digital banking it's still a nightmare for me to get my dad to do that so very happy that that's happened and thank you very much all panel members I think we've reached 45 minutes and it's been so engaging I just didn't realize time has passed thank you for getting together I think I had a lot of fun discussing with you and I hope discussions offline as well over to you Kathy thank you everyone thank you thank you thank you so much to all our panelists for your time and insights here thank you for stirring this very interesting conversation at e4m play second edition