According to Wendy Clark, CEO, DDB North America, platforms will change and shift. We have to invest in great storytelling. In India, we have 17.5 crore TV households. It is growing exponentially. Still, digital has picked up speed recently. First, the music channels started the digital platforms. Some consumers are high value-low volume. They are hitched to OTT players. They offer long format content translated to digital directly from a TV show. Other consumers are loyal to artists, and flock to artist pages on the release day of video. The format is short to medium, and the content is mostly consumed on mobile phones. It is snackable content.

So far digital platforms replicated TV content, but are seriously thinking in terms of original content. They have become disruptors — they are video-on-demand and over-the -top services.

The storytellers are creating web series. The digital storytelling has certain advantages. The platform lets them explore their creativity. As the digital penetrates deeply, the viewer will no longer be an appointment viewer. There are four demographic quadrants –male, female, over and under 25. It is easier to sell a four quadrant concept on digital.

OTT stories have different grammar, characters and visuals. They are edgier and have more humour. The characters are more realistic.

Creating content for digital is easier and less expensive than to do so for films and TV shows. Just a simple camera, basic edit software and good ideas and talent. This is all you need. There are no middlemen.

There is scope of experimentation in terms of form, format, stories, genres and talent. The experimentation could be both on and behind the screen.

Producers get a margin from the platform as the metric of success on digital are views and subscribers. Another way to monetize is through sponsorships.