Digital transformation has a massive impact on the media landscape, especially for India media. It caused a complete shift in the dynamics, leading to a revolutionary age of media. If you are involved with Indian media or just curious about the evolution of Indian media, you have just come to the right place.
Today, we are going to discuss the role of digital transformation in Indian media and everything else you need to know about it.
What is digital transformation?
Before we talk about the role of digital transformation in Indian, let’s understand the meaning of digital transformation in the very first place. Digital transformation primarily refers to the fundamental integration of digital technologies into all areas of business. This changes how it operates and offers value to the customers.
In other words, digital transformation can simply mean the process of integrating digital technologies into all parts of the organisation. It is basically the process of revolutionizing the digital landscape through advanced technology integration, such as OTT, social media, the age of mobile surfing, and more.
Impact on traditional media
The impact of digital transformation is quite remarkable and predominant in its own way. Here are some more details on the impact of traditional media-
- Revenue model changes
As of 2014, digital media accounted for 32% of M&E revenue growth, where internet advertising alone grew 15.6% CGAR rate. On the way around, print and television revenue showed slowed or muted growth. This shows a significant shift from the traditional revenue model, which was mostly dependent on print and television.
- ‘Digital-first’ newsrooms
Another significant impact on traditional media includes the integration of ‘digital first’ newsrooms. Leading print and television media firms, including ABP, NDTV, and Times of India, have incorporated digital-first’ newsrooms, which involve short videos, 60-second quick real-time news, live updates, polls, Q&A sessions, to focus on rapid and real-time news delivery, and more.
- TV and print application
Lastly, digital transformation has also paved the road to the innovation of TV and print applications. The development of modern TV and print applications has caused a significant shift in existing or traditional media. They have also shifted to the way traditional media used to deliver news, as these applications focus on providing more agile, real-time news delivery.
Key drivers and trends
Digital transformation in Indian media has several key drivers and trends that have changed the way digital media, especially print and television media, used to work.
- Rise of OTT platforms
The first and most essential driver of digital transformation in Indian media includes the rise of OTT platforms. The rise of OTT or over-the-top platforms such as Amazon Prime, Netflix, and many more. The rise of OTT platforms increases the demand for more personalized and interactive content, which further changes how the Indian media used to work.
- Mobile-first dominance
Almost 82% Indian internet consumption is through mobile or smartphones. This further influences how Indian media use to craft content, as the primary focus is now on creating mobile-friendly content that can be easily accessed and watched using smartphones.
- AI and data analytics
The continuous growth of AI and data analytics has further fuelled the growth of digital transformation in the Indian media. Continuous application and improvisation of AI and data analytics tools lead to more innovation in the digital media landscape.
- Government initiatives
Not to mention, certain government initiatives that promote digitalization have fuelled the growth of digital transformation in the media landscape in India. Initiatives like Digital India (which has built a robust digital infrastructure for the public (Aadhar, DigiLoker, UPI, etc.)).
- Regional content expansion
Regional content expansion is also a vital driving factor for digital transformation in the Indian media landscape. The increasing demand for regional content has opened ways for the use of lingual content consumption on OTT platforms, which has surpassed a 50% growth rate.
Conclusion
Digital transformation in Indian media is an ongoing revolution that has reshaped the way traditional media used to work. Above, we have discussed everything you need to know about digital transformation in the context of the India media. Also, you can visit ABP Infocom -An ABP initiative to unfold and utilise digital transformation in Indian media for your business.
