Circle of interactivity – the next stage of TV + video growth: Amogh Dusad

“The mobile story in India is a story of entertainment,” says Amogh Dusad, Head – Content, Partnerships, & New Initiatives – Digital Business, Sony Pictures Networks India. Content consumption is witnessing a fast-paced growth, where video is playing a dominant part. 

Dusad was speaking at Adgully’s The Mobile Media Summit, held in Mumbai. He also pointed out that content on mobile will see the next set of growth led by vernacular content. 

With vernacular users poised to grow by 18 per cent CAGR, content creators as well as brands and marketers can no longer overlook the growth of regional languages and the consumer preference for them. “65 per cent of India converses in vernacular,” he pointed out. 

Citing some more figures Dusad pointed out that the picture for mobile was a very positive one given the growth numbers. He stated that smartphone users are stated to grow to 400 million by 2020, even as the wired population was expected to reach 600 million by 2020. Online video audience constitutes 500 million. 

Here, he also highlighted how viewer interactivity would play a major role in content consumption with a combined preference for TV + video. This would take TV from a lean back to a lean forward medium. To showcase this, he supported it with the example of ‘Kaun Banega Crorepati 2019’, which has become the most interactive show with 596 million interactions. At any given time, there were 20+ million intersecting users on Sony TV.


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