 I think it'll be just interesting for us to get started on this really interesting conversation with a quick round of call out by each one of you, a quick round of introduction on what you guys exactly do. And you know, if each one of you can summarize in one line, what really the future of content creation is, it might just be an interesting way for us to get our conversation started. So Gaurav, we can start from there. Hi. I'm Gaurav Jain. I work for one of the best brands in the world, which shall not be named. And what the future of content is in one word would probably be personalization. Thanks Gaurav. Hi guys. I'm Shahgatha. I work with data communications, look after digital content, experiential and performance media marketing. For me, to sum up the content of the future would likely be around the digital and experiential. Hey, hi everyone. I'm Gunjan. I lead a company called OML. We are probably India's largest independent digital media company. We produce shows, a long-form original content shows for platforms. We produce branded content in 20 other countries. And we work with a bunch of artists, some of you, which I hope you follow. For me, content is probably just hope and a lot of empathy, because that's what the distribution allows for it to be. Hi everybody. Please search Lillily LinkedIn and here's my name. Future of content was, is and will always be entertainment. That's the only one job it is supposed to do and that's what it will do. Hi everybody. My name is Vivek. I take care of the branded content across Viacomedy network. We are a set up which kind of create a fabulous content, short format, long format for viewers with a brand lens. And we work with a lot of people actually on the floor. So thank you for this opportunity, Sunny and for him for being here. I can say a very long line for what the future of content is. But for now keeping the context, I think it's going to be immersive storytelling. Immersing coming in from creativity and platform and storytelling is of course what I think it's content is all about. Hi guys. I think the future of content will be between the two gorems. It started with a gorems, it's ending with one and this is a gorems channel. Just kidding. I think localization and also the use of music, like how, yeah. So with digitalization of music is just the beginning. The use of music is not fully typed. I think we're not even started using it. I think that will be the future. Pretty interesting, right? These different perspectives on where future of content lies and I'm sure all of them will somewhere submersed together, right? So I think it's anyone's guess where this is going. I think to kickstart the discussion, Abhishek, I wanted to pick up a question with you, right? You spoke about entertainment as future of content, right? And you see this whole space where there's so much snackable content out there, everything being possibly six-seconder, 59-seconder. As part of being part of Shimaru and Shimaru Mi, where a lot of it is long-form content, where do you see are the challenges and opportunities of long-form content where everyone is just struggling to find attention of audiences? See before that I was also with MX player and launched MX, which was the bop of snackable content, right? So I've seen both sides. The challenges and opportunities in content lies and the answer is with the consumer. We can speak about it, we can say the challenges and opportunities are engagement, time span, eyeballs, attention span, all of that. What we should solve for an oboe, what is our primary job is to make it the content discoverable. Audiences should know where, what and why to watch. We are just enablers, technology is an enabler, it's a catalyst. The final decision to watch and spend time, which in other words is also money, lies with the people who come to your platform to sample it, not sample it. According to me content is neither good or bad, content is content. What makes it good or bad is how you mount it, how do you speak about it, who do you speak to, that is what makes it good or bad. Good for you might be very bad for me, right? It's very similar to how humans are born, nobody is born good or bad, it is environment around him or her that make him good or bad. Similarly, every content has its own set of audiences, snackable, long form. What we should always remember is, which is my own finding is long form content is always searched for, short form is a surprise. Music is not searched for. The next song you don't know what's going to come on the radio station, snackable when you keep swiping up, you don't know what's going to come next, that's a surprise. Long form is always searched for and the attention time span is much higher in the long form than in short form. So content is content. The films have started doing 1000 CR anyways. So consumers and especially Indians have a lot of time to spend. Not maybe in Bombay and some of the other metros, but which is actually a follow up piece that I wanted to check with you if you don't mind, right? You guys are big in the regional space as well, right? And outside India as well, you guys have gone to multiple countries. Are there any particular consumer behaviors because you already spoke a lot about audiences and insights around that? Are there any particular prominent insights that you're seeing in regional audiences and the way they consume their content versus in the end English? The advantage, I mean, I'm going to speak the open secret. When you are in that regional space, there is no number two, no number two. It is a first movers market. You look at Hoi Choy, you look at you look at Sunnex, you look at us. Because the headroom for number two does not exist. And regional players or regional environment will always be the first approach to market will always be a sword. Because a word kele audience nahi hai. What does not happen which happens pan India. Because regional audiences are much more loyal than pan India audiences. Didn't exactly know what and why they come to Shamarumi or whoever. And they exactly know what to consume. So my streaming Mao, I mean, why me, I mean, for every other regional OTT, my streaming Mao is almost equal to my overall Mao, which is a very big advertising opportunity as well. So that's the primary difference. Some really interesting points. And on this, Vivek, I wanted to segue into a discussion with you where we spoke about one set of audiences with a shake where we said that there is regional audiences, which are critical, right? But why com is known for doing some great work in the youth specific market, right? Have you guys seen any specific and you'll also are across multiple platforms, right from digital to OTT and across other any specific trends that you guys have seen, seen which are going to lead the way for the future of content? Yeah, so if I limited to content and the question that you mentioned, I think one of the journey that we've taken the last few years is that our vehicle that we carry to the market for youth is actually MTV. And there was a time that I think all of us kind of grew as MTV as in the old form what MTV was, right? But then we realized that the content has to follow the viewer and the eyeballs started moving just from television to the shortest screen, the screen became shorter and shorter. Right. So we were actually as why come been on the journey where MTV has transformed itself from being a television brand to actually a youth brand. You know, if you look at the content consumption, which happens for MTV today on YouTube, it's it's phenomenal. You know, every piece of content at MTV generates also has an OTT leg and has a huge probably even higher amount of viewership on on on Geo Cinema. So I think what we've done is that we followed the DG in terms of creating what we wanted to create for them and the transformation has happened. And the same is actually happening for a lot of other things as well. I mean, Nickelodeon, which is our premier ship, you know, it's channel also has today a huge footprint on YouTube because YouTube is also becoming the by default screen mechanism for kids. So I think that's the journey that we're also taking. It's it's about wherever the viewers and eyeballs are, we're a content creator, we're not a plant, and we have strength in terms of platforms across so wherever the eyeballs are exactly the space where our content is going to move into. Very interesting, you know, when you say that different audiences, different content, different platforms, which is where I got up, I think with you and gunjan, you know, if we can understand the overall perspective of an OTT players, content creators, largely depend on creator hubs like yourselves, right? What is it that's seeming like, you know, are the focus areas for y'all in terms of a content creation? See, the first thing that, you know, the challenge, I would say is we're basing on advertising and we do for long format as well is like everybody wants like even the bigger players and all the players are looking for a smaller, snackable like you mentioned. That's the flavor of the season reels, you know, but I just believe and I just, this is what I tell everybody, like even when we're doing a 30 second, you know, and they say do it in 20 or, you know, obviously the media money being won, so we always say up these banal, because over there, So I always say, sir, you know, everybody, you know, we hear this, we hear this in the agency life every day. So it's a classic case of don't practice what you preach, you know, so So like I think I would agree that what like he said, entertainment, if you can entertain the audience, they said, are competing against sleep, you know, and they won because it was interesting. So it's just that if you do it well, people will watch. Very interesting. I think Gaurav and me were having a little bit of a conversation around this backstage on long form versus short form. It's always a battle, right? Sure, I don't think I'm going to say anything different, but in the same vein of whether it is entertainment for entertainment's sake, or the fact that it follows where the target audiences are, what I am most inspired by today is the fact that media agencies, creative agencies, production agencies have to come together because there is just a multiplicity of choice for the consumer itself. Today, each one of us are audiences of one. What's happening on my phone is by no means replicated on another 40 year old woman's phone who happens to be in the media industry as well and may also live in Bombay. We don't follow the same people. We don't watch the same shows. My top apps are not her top apps. And that is what makes the conversation interesting from the get go. Even if you're making a 30 second or add, I think most of you may have already been exposed to the cred work that happened where every time there was an IPL break, you had a different yesteryear star from the 90s who was brought out. That meant you stopped using those breaks as loo breaks, right? You actually sat down to see, hey, what's coming next? It was a very standard 30 second format. So I think all formats will stand as long as we're willing to have the difficult question of what makes those formats work. Yeah, very interesting. And you said that media agencies, creative agencies and creators, we also have brand custodians here with us. They are the ones who are spending the dollars most often. So on that note, I wanted to pick a point with you. You guys have services on both sides, right? B2B and B2C as well, right? What's the strategy overall between the two sets of audiences, right? Because the way they consume content, a lot might be forced on them as well when it comes to B2B. But really interested because you have that side of exposure as well. How do you see that moving in the future? So first thing, Sunny, we don't do any B2C, okay? We just do customer content, okay? See the insight and Abhishek spoke very well about it. The logic behind it is that when you're creating content to sell, which is essentially what we do and not to sell the content itself, but to sell a product on the back of the content, right? When you're doing that, the first and foremost thing that one needs to keep in mind is the fact that you're selling to an individual. He or she may be sitting on an institutional chair making a buying decision, but it is his or her, you know, nature, insecurities, whichever way may you look at it. And more so when you're at a B2B institutional level, where a deal probably can be hundreds of millions of dollars. And if God forbid something goes wrong, careers are at stake, right? Organizations are at stake. So keeping those insecurities in mind, keeping bringing out the honesty of the message that you're landing, at the same time being relevant and probably given some entertainment, right? When I joined this company about five years back, there was a certain way in which content was created, and if you spend some time looking at the way our stories are coming out today, you'll find that there is a significant difference, because we are actually telling stories, right? We are actually telling stories by putting the customer in the center of what is the art of possible if they were to work with us, right? So I think that, and I'm talking from an agency experience also, that hasn't changed, right? What has probably changed is having moved to this side of the table, my ability to convince and sometimes even enforce decisions has probably become stronger, right? So to go back to your question, the strategy is keep it simple, be honest, respect and recognize the intelligence of the individual whom you want the content to be seen by, and of course, be present at the right place at the right time, either in the form of a 30-seconder or five hours. But maybe a 30-seconder or a two-minute or a two-and-a-half-minute film that we talk about. So that's how I put it. Nicely put, so I think customers can be categorized in whichever way, but the way you guys see it straightforward, I think it just puts a lot of concentration in the right way, right? A lot of times we slice and dice things to assume that this will make things far more strategic, but sometimes a straightforward approach is far more effective. You spoke about long form and three hours. There is Gaurav who's been doing content for a substantial amount of time in the organization that we don't speak of. So, Gaurav, your perspective on audiences and how you guys create content around that. I'm just going to echo what Gautam just said, I think you have to be honest to who your audience is and honest to what your brand is about. I think that's first and foremost. So you don't do things like buying influence or buying reach and things like that. You try and get there as organically as possible because you want to stay there for as long as possible. Someone can come in and throw more money and replace your name with your spokesperson or your influencer, and then there's not a position you want to be in. So fundamentally telling an honest story and keeping your brand integrity intact, even when it's hard because it's hard to be organic, it's hard to be honest with the things you do. I think that's first and foremost. If you do that, whether it's short form, long form, snackable content, music, sports, whatever, I think it cuts across. Even with fiction and cinema, I mean, if you're telling authentic stories which make sense to an audience, you're there. You know what I mean? Then the challenges show up like is discovery a challenge, is personalization a challenge, marketing is a challenge. So all those things are just steps to get the content and surfacing. But just to get that, I mean, just be honest, know who you are and who you're talking to. The rest will just fall into place, I guess. Just add a point to what you said about the strategy. It's a very interesting way to look at it. So it's a story that I'll say there was, we were writing a film. So the agency comes back to us three, four edits of the script. And somehow something was not sitting right. So again, coming back from the agency side, we are all friends. So this gentleman took me to the corner and in our chaste agency way, expressed his displeasure to the script getting rejected four times. And during the conversation, he himself came up with this idea saying that you are doing a lot of performance marketing these days. Do you want me to put keywords in the script? I said, why not? He said, what do you mean? I said, have you done any kind of research for the category which we are trying to write a film about? What is the customer's intent? What is the intent driven behavior that they are showing and is your film stacking up to that? If it is, I'll sign up on it right away and I'll give you twice the budget that we had initially agreed upon. First do that. I don't know what sparked the gentleman went back, did what he had to do. I don't know if he actually did his research, but the dough went to his gut and made this happen. But that is probably one of the most high performing films that we created. This was done when we celebrated bringing internet to India 25 years back as VSNL in 1995. I'm talking to three years back, this happened. That's one of the most watched films that we have ever made as a B2B company. It's crossed a million views. And for a B2B organization that's dealing primarily with enterprises, that's a different kind of a story. Nobody expected that to happen. So while we're talking about in entertainment and all the other things that we discussed, all very relevant point, I think sometimes thinking out of the box when you're actually creating the kind of content that you're looking to build, these things might help. Very interesting. We do a lot of conversations in the role that I run around. Measurement of content, right? And the funny thing around it is each content piece is different with the people that are in there, protagonists that are in there, the storytelling uptown, various ways of doing it. But still measurement is so critical in trying and finding one clear route or at least a direction in essence to how you put some method to this madness, right? And I'm glad that you spoke about that aspect. We also spoke about various audiences that are sitting and are consuming content around it as well, right? And then you did get a little bit of a perspective from Gaurav and Sogato on brands and their perspective on content. I've been on that side and I would love for all brands to get associated with content. But have you seen with your audience understanding that there are a certain set of audiences where branded content makes a lot of sense and there are certain set of audiences where we should ignore it completely? I hope you don't get fired for the second part of the question. If you ask a branded content guy who should be doing branded content, the by default answer is going to be everybody, right? So, but if I just layer that aspirations with reality about what is happening in my mind, I think I'm going to look at it. Branded content also actually a very vast definition. And unfortunately, unfortunately, nobody defined what branded content is. So I'm going to take the liberty of just broadening up the encompass. So in my mind, there are two buckets at which how branded content is created, right? One part is where you already have a property or an influencer or a protagonist ready and how the brand, for example, leverages it to use to reach out to audience, right? Now that is a much wider pool, right? Because if you want to be part of a pop culture, if you want to reach an average domestic Bharat household in India, then those properties already exist. And we've also seen that the audiences in terms of, because the viewership is very high, the pool of brands who want to leverage it is also very high. So from an FMCG to anybody who wants to reach, you know, it can be a cosmetic brand, that pool is very high, right? And that we've seen it, you know, it comes in different forms, whether it's an influencer video or it's a brand going inside the show, that's a much bigger pool. The other side of branded content is where we create content with a brand lens, right? Where there is, of course, content created for the viewer, but it's also subliminally, you know, fulfilling a brand objective. Now that is a much smaller pool, right? And we've seen that most of the brands who want to get inside are typical brands who have a more complex purchase behavior or they're trying to shape, for example, a purchase decision. So you typically see if you take one week to decide that product, it'll probably not be there. But if you take a month to decide it, right? That's exactly where this kind of bespoke content also plays a weight. So an automobile brand and a tech brand and Shauren's company, you'll really see are where the decision, the far more complicated as against an impulse purchase is where that site of branded content is actually getting more stronger. So from where I see it, I think in reality, it is very relevant for brand, for brands to invest into content because in this information clutter, it's one way that you can attack the head and heart together. But in reality, yes, the pools is kind of divided between two buckets, one bucket, which I think everybody is leveraging, the other pool, which is smaller, but it's increasing and we wanted to increase even further. So are you saying it's more objective defined rather than audience defined, mid and bottom funnel be more content focused? Is that what you're suggesting? Yeah, see, the difference between branded content and content is that somewhere you have to find that nice balance of what the viewer want and what the brand wants, right? So, yes, I mean, when we think branded content, the difference over viewership, we first put the brand lens and then we identify, okay, now keeping that into mind, how do we still engage with the audience because people still have to watch it? So yes, the first pivot to operate is what the brand objective is and then comes the challenging task of making Shauren, how do we still make it viewable? How does still it is content and not an advertising film? So, if I could jump in on that while I definitely agree it's objective based and always will be, I believe what digital has done has actually crashed the funnel. I think you have the same content piece that can do the job of awareness building as well as lead straight through to commerce because commerce is also digitally enabled today and that's definitely something new that all of us are dealing with right now. I'll just jump in and say that it's content's content. I mean, when you're saying it's branded or non-branded, it's a very industry term that we're using because we have jobs and we have segments that we were to take care of but I think the way to look at it is if somebody's watching on the other side from the audience or the consumer side how are they looking at it? Is it entertaining? Is it informative? Is it fun to watch? Should I watch it? Do I want to watch it? I think that's what matters. Brand ethos is relevant. Brand visibility not so much and is it sort of again, honest if it doesn't make sense those are the things that you look at whether it's branded or non-branded it is completely a corporate thing I would say. To add to what you said like the keywords thing you mentioned so very interesting. See basically whatever we do it's commercial art and then today you know so there has to be art and there is a commerce attached to it so the communication of it like the keywords or anything of the brand story or the brand ethos we can always put it in they call it a sweet pill they feed the child they put it in kheer they put it in medicine or how you feed the dog so it's a bit like that I feel but it can be done like like even Gwinjan said today content can be anything like entertainment yes information yes it has to be of use to who's watching if it's empty and he's just mundane he's just going through anything there's a different story I think it's much like even you meet someone you know and till the person is talking is of use to you you listen right and then you're there but you just zone out you know at times your friends also what are you talking about you go to the phone you do something so it's just you know of being used it can be entertainment it could be information and at the same time if it can be of use to the brand that we have a communication and we have some value to the consumer I think we have done our job it's very interesting you know I think everyone on the panel is saying that content is content and you need brands to be seamlessly fitting in there right I think I started this journey on content about eight years back a lot of brands were not having these conversations and I'm I'm quite as in this side of the panel I understand saying that but that's another panel also saying that is is great progress that I think the content journey has made we spoke a lot about branded content and I think the latest in branded or unbranded content is also how tech is getting enabled and activated in content right and I would like to start off with that side of the panel to understand you know how you guys are seeing tech enabling actually engagement of content with audiences right because that's what a lot of it is doing right now so any thoughts Gaurav Sageta whoever wants to go first so absolutely it's a fair point I think there's two sides to it one is that whether it's sound in cinema whether it's color whether it's VFX things like that they're all tools and you're still telling the story you're telling where you're telling it in 30 seconds because of the platforms limitations or it's a two hour story I don't think it makes a difference you just use the latest tool that's available to you to either automate save yourself time save yourself money I think that's fundamentally what it is but at the same time I think if you just take it a step further like personalization is something we were talking about I think it's going to fundamentally change how content is consumed I think you're moving from mass communication to mass personalization so it's fundamentally shifting so how that's going to pan out I don't think we know because I don't think it's really made an impact yet obviously you have these you have content on on Instagram or you're listening and watching something and everybody's watching that very very quickly because it becomes popular and the algo is serving it up to you but I think that's going to get sharper and sharper as things go on as more data gets collected and that's when it gets interesting because then how do I create content for 400 million people which caters to each individual one of them like Gungan was saying you know no 240 year old women in media are the same well that would go to just about anybody in the world right then how do you create content which communicates to all of them I mean is it more interactive where you're actually part of the storytelling is it not is it like you know sort of drip down where you're creating the story like you always did in people who find it interesting find it interesting no real answers there you know it's just like I think it's evolving at a very rapid rate and we'll see how it pans out but I mean tech enabled is what it is whether it's surfacing the content or storytelling itself it's going to be a big part of it so so you said personalization and interactivity right but I think what I was really keen to also get a keen perspective on is while I think a lot of content creators are quite excited about this whole tech ecosystem as brands also are you seeing that as something that's sustainable or are you seeing that as something which is above a lot of fat and it will lie down no absolutely again as brands and as people who create content for the living we just look at it as telling stories we don't look at it as oh this is branded content this is unbranded content right it's just stories so if some tech or AI involvement makes my content stand out or helps me visualize but I'm thinking in my head fantastic but there'll be a lot of stuff which people won't use at all but at the same time you're trying to also predict what the algo is doing so it might pick up what we're putting out there in social in some way or the other so there's a lot of human intelligence that does go into it because a lot of this stuff exists out there but it's like do I know how to use it or do I know how to sort of find the right sort of input to get the right kind of output that I require you still need people to sort of come in and hit that red button in the end right so comes under that in my opinion but as far as when you're looking at it I'm just looking at it as a story which can reach as many people as possible everything else is an enabler quite interesting uh so I'll just give an analogy I in my personal opinion tech I believe is like the share market just like you can't time the share market right similarly you can't you know define a role for tech saying I'll use only this or that vehicle to build content right and and I think what I've put it beautifully and I'll just rephrase it tech is an ingredient that goes into your recipe for creating the content right what what role it has to play is what is what you decide because the output of that content the outcome of that content is something that you've already decided and only then you have started on the journey to make that content right but where tech has a very important role to play I think personally is how you surface that content right something which two three years back was was a buzzword right and people who used it right actually you know got some significant upsides from it but then that what's a you know kind of shafted because of various policy issues was audio fingerprinting right now if you think that's a beautiful example of tech where I know with what cues I want to surface what kind of my content right other thing is tech make tech is another great enabler the whole I mean personally I believe that a company like Netflix is not great because of its content library that's one aspect to it right there is there is better content probably in Geo there's better content probably in Shamaru depending on the audience we're talking to Netflix is great because of its recommendation algorithm right I mean it gives you content that you want to watch and and lose sleep like what I've said in the beginning right so it's about how you use tech rather than getting carried away with tech tech per se at the start of the discussion I said that for me the next big thing in content is virtual and experiential tech has a huge role to play there but if we say that I will create a store in Metaverse and because I have to create a store in Metaverse then we are doing a disservice right if that store helps why not so that's that's what I would say hence the initial analogy of you can't time the share market you can't time what they call you can't put tags on this tech is to be used for this or that tech is used to be to be used for that this is what I would say I think interesting point on using tech in the right manner and I think a lot of times we're guilty of forcing it down you know because it's such a new thing so when so your estimation on when the Modi Dandia video came out I'm hoping that you saw that it was with Generative AI good thing or I'm sure Sunny you made plenty of Metaverse pitches in the last two years two years ago probably right so point I wish I know I had just two points and for that I wanted to share was something that I read somewhere I mean to your Netflix example and the content so there's a fundamental difference between a brand and a product right when some of the OTT does not stream the audiences and the consumers say they are not working on tech they are very bad on product the why are they not investing bad engineers bad UI bad UX blah blah when Netflix doesn't stream it must be my internet that's the brand it's not the product Netflix also offers have you ever as consumers and viewers said yaar jha bakwas you don't say it you say it must be my internet must be slow you you have 100 mbps but nahi that's the difference between that's the fundamental difference between how consumers viewers yaar bread and butter suppliers are seeing you outside which you don't even realize number one number two I'll just say it I always say this again but I mean code this again but it's my it's IP see I'll say it from a OTT POG right the fundamental difference between a TV channel and OTT is for a TV channel the brand or the genre is defined by the content it shows sasvoto TC music at the music channel sports at the sports all of that right it is defined the brand identity is defined by the content it has OTT has everything then who are we number three is anything that was invented to add convenience in consumers lives have always done well mobile phone nobody wanted to wait for the line line to convenience OTT was one example television kisamne appointment viewing no you had entertainment on the move that and that is why broadcaster OTT is where the first ones to come out what happened in the processes is from a second screen the ecosystem tried to be the first screen of entertainment tech is an enabler but what is the consumer asking he's only asking for convenience we have named a self-inflicted problem as innovation ai leo ml leo metaverse consume our consumers asking that how would a consumer know snackable content be OTT how many yeah and then we have created issue and a problem and we are trying to solve it is the consumer asking consumers are only asking for convenience all we need to do everything that we do has to enable that and the last piece sorry I took bit of a time but I had to say we are in a business of content and entertainment excel statement and that car now that we should have been in the bank excel happens when we do the P&L and P&L can't be in black if you don't do your primary job well very interesting from a platform standpoint from a bi-coms standpoint do you how do you see tech enabling you know we heard a lot on how Shimaru is seeing how tech enables audience interaction how do you guys are for seeing this the whole tech innovation space sorry I'm just going to add to what Gaurav and Shakthar was saying you know one of the things I think tech does and I'm I'm taking the liberty of speaking both as a content creator as a platform because we kind of do the both but when we create content what genuine advantage the tech adds it it just makes the content interactive right it just you certainly are not a static linear content which is somebody is watching on television you start enabling people to engage right and that engagement can be with the broadcaster it can be with the platform it actually can be with the brand also which comes on board so it does gives us a far more engaging hands and legs in terms of the viewer's mind check you know we for example I mean we just from a branded content lens we used to do this films with one of the alcohol brands where we do this brand films very big using a big boss protagonist and we do it every festive to festive but for one of the festive last year for new years we've turned everything into AI led where you can actually share personalize you know new year wishes spoken to you by the protagonist right now it's it's something which everybody's doing it right now but the TG whether we spoke hit very hard we had about hundred thousand people who actually created wishes and we just recently won a WMCA award as well so the point I'm saying is that just by tech tech just enable that static brand film into engagement which suddenly became a you know consumer to consumer things on the platform side also like you know we've always evolving and looking at those opportunities where the content can therefore become engaging whether it's you know engagement with the brand through whatsapp that you know for example today GeoCinema enabled or right from the times of woot where we used to have shop the look that you can do or simple things like you know play along CFE when you're watching KBC it just tech making that content that but more engaging and that's what as a broadcaster and as a content creator we strive to do we want the consumer to stick to us as soon as possible and I think engagement really goes multiple levels in that and tech is a big enablement yeah so I think brands have said that um tech needs to make sense for audiences you guys I think pretty much mirroring that conversation as well I think from a creator's standpoint and whichever way you know how a creator is looking at the whole ecosystem of AI generative AI content you know actually creators can leverage it quite a lot right what are you hearing from the whole creator ecosystem so for creators and I think what they represent today are probably younger more nimble media brands in themselves and them leveraging technology has always been the way so if you look at the way art and culture have evolved they have always reflected evolution and technology so whether it was Renoir using yellow lead tin oxide for his yellow in the paintings to you know the bible getting published by the Gutenberg press tech has always led the way for content to be distributed I think for creators while tech can definitely give you more avenues of distribution and almost also sharpen the brief because you're getting a lot more feedback now I think the human creative aspect can't be taken away and for them that endeavor will always be to make sure there are two things that you get out of the content you put out in the universe one is recognition and the others remembrance and let's face it all creators want that all brands want that it's literally the two things that you're gunning for whether it's tech enabled whether it's discovery enabled whether whether it's tech that's telling you hey this is now shareable snackable content none of that matters as long as it's remembrance and recognition that you're going for so I just like to add you know like uh since there's a lot of talk around AI you know tomorrow and what open AI will do and you know we'll get to do and tomorrow it'll control us but I don't know Phelal it's just a tool you know and tool is for use for convenience just like a hammer nail it's a tool and it has really worked you know what it does like for example we do storyboards and then you know to clients with BPM this time we did it uh animate like a storyboard from mid-journey and the client was extremely extremely happy are you at the border chat you know and people it's time as well at the same time as well yes and it's uh maybe a little cheaper down the line but more than that it was just it looked better so you know it's a little wow factor that tech gets to the clients to the consumer like a deep-fake and uh Cadbury huge Shah Rukh Khan and you know koi koi Ratan store bol rahe Shah Rukh Khan and you know bol rahe ke um yeh phala na Rajesh medical and they are getting really wowed about it you know so I think that's the main thing of AI and tech is always been right from you know right from the time I think it's sliced press you know once you got a knife you just cut it better you know so uh and it's just that and and that will always continue to do it will evolve till finally it takes you know us over and all that I hope I'm not there by then because I'm a control freak amazing I think uh a lovely conversation guys I think we could keep doing this but we're out of time as per the promter thank you very much for being a great panelist thank you audiences for hearing us out I'm hoping that you guys are taking some key outputs of the discussion over here and that's it thank you so much Sani let's give them a big big round of applause