Rid­hima Lulla,

The Brand Reporter - - COVERSTORY -

chief con­tent of­fi­cer, Eros Group (Eros Now)

On the chal­lenges

The ad­vent of stream­ing plat­forms has led to more writ­ers com­ing out with their sto­ries which has led to one of the strong­est con­tent roll­outs the in­dus­try has ever wit­nessed. The only chal­lenge is to recog­nise and choose the most creative con­cept by un­der­stand­ing the trend and au­di­ence de­mand.

On find­ing the right writer

We be­lieve in bring­ing sto­ries that stay with our view­ers for a long time. Our re­cently an­nounced joint-ven­ture with veteran writer V. Vi­jayen­dra Prasad is a step for­ward in col­lab­o­rat­ing with writ­ers who are known for their sto­ries and char­ac­ters. We will jointly de­velop scripts, green­light projects, pro­duce and dis­trib­ute films and web-se­ries across Hindi, Tel­ugu and Tamil.

We be­lieve in pay­ing at­ten­tion to the con­tent rather than where it is com­ing from. The idea is to ex­cite the au­di­ence with never-seen-be­fore, in­no­va­tive, re­lat­able and en­ter­tain­ing con­tent.

On at­tract­ing view­ers

Eros Now al­ready en­joys a loyal fan base and trust of the au­di­ence across mar­kets. We un­der­stand the pulse of the au­di­ence

and bring forth con­tent that is ex­cit­ing. The con­tent and the con­sumer can­not op­er­ate in si­los. It’s a com­ple­men­tary process and it is dif­fi­cult to say what is chang­ing faster. When you bring a fresh per­spec­tive to con­tent, the au­di­ence ap­pre­ci­ates and ac­knowl­edges it, adopt­ing to the chang­ing con­tent de­liv­ered to them. If the con­tent is great, the au­di­ence does not mind how they view it and if the con­sump­tion pat­terns are chang­ing, our cre­ators need to un­der­stand that de­mand. Over­all, con­tent and con­sumer echo each other’s sen­ti­ments.

On gen­er­at­ing en­gag­ing con­tent

We have had a writ­ers’ room for a few years now and we use that as our idea in­cu­ba­tor. We an­a­lyse mar­ket trends to gauge who is watch­ing what - cur­rent so­cial/po­lit­i­cal/ eco­nomic trends. We look at a lot of IPs, old or new to see how we can cre­ate some good con­tent from that.

We ideate on a weekly ba­sis. Once we have a set of good ideas we lock down on a few, at­tach the direc­tor or any other tal­ent to the project there and then send it for­ward as we see best fit. We also take new pitches and work with the best cre­ators from our tal­ent pool. We start de­vel­op­ing ideas for the mar­ket­ing of the show right from when the script is writ­ten. This is im­por­tant to plan ahead and en­sure we pick a good time for the show to re­lease as well.

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