T20 OF BOL­LY­WOOD – The Next Bil­lion Dol­lar Game for In­dia

The DQWeek (Kolkata) - - CHANNEL BONANZA -

eces­sity is the mother of in­ven­tion’, goes the old adage and this fun­da­men­tal rule is al­ways be­hind the cre­ation of a new and rel­e­vant con­cept.

Take the in­stance of cricket here, the game to re­main rel­e­vant has seen a lot of in­no­va­tions over few decades. We first saw the 5 day Test matches mov­ing to 50 hours one day for­mat and re­cently, this got fur­ther shrunk to 20 over game that en­hanced the ex­cite­ment of the game along with en­ter­tain­ment.

To re­tain the in­ter­est of peo­ple, even the diehard fans for 5 long days or even for a day in cer­tain in­stances led to the in­no­va­tion be­hind cricket. Lives have be­come too en­gaged in other pri­or­i­ties that no one could spare that much of time watch­ing a cricket match. Though Test matches con­tinue to be there and any ar­dent fan of cricket will still in­sist that the true cricket essence is only in Test matches, the fact is that much of the money and en­ter­tain­ment comes from the shorter for­mats, es­pe­cially T20.

Sim­i­larly, with 4G ser­vices be­com­ing live and more in the off­ing in In­dia, movies are go­ing to re­main one of the key con­tents that will drive the con­sump­tion. But, be­cause of sev­eral fac­tors, in­clud­ing in­con­sis­tency in the qual­ity of data ser­vices, con­sump­tion via small form fac­tor de­vices like Smart­phones and Tablets, paucity of time, on-to-go be­hav­iour of data con­sump­tion and the likes, a typ­i­cal 3 hour Bol­ly­wood movie may not be ev­ery­one’s cup of tea. In fact, my be­lief is that most of the data users over such de­vices would want to have small breaks of en­ter­tain­ment for which the present for­mat movies may not work.

Re­al­is­ing this, RJio has al­ready added a sec­tion of ‘Short Movies’ in its Jio Cin­ema app where one can watch small movies of 15-20 min­utes du­ra­tion and they fit apt in that role of re­fresh­ing you while en­gaged into so many things.

This is go­ing to be one of the ma­jor trends that we will wit­ness so far as the adap­ta­tion of con­tent for mo­bile de­vices is con­cerned and we will see movies from the pro­duc­tion houses of short du­ra­tions, say 20 – 30 min­utes to be­gin with to be viewed over Smart­phones and Tabs. This will also be easy for op­er­a­tors to mon­e­tise through Pay per View model.

How­ever, there will be two crit­i­cal fac­tors to the suc­cess of this new or­der of movies. One, of course, how the au­di­ences ac­cept it and very soon play­ers like Jio will have an­a­lyt­ics data to an­swer it and the other is the adop­tion of this for­mat by the ma­jor pro­duc­tion houses in In­dia. That would also mean see­ing the big stars of the In­dian film in­dus­try in these movies. So ef­fec­tively, they might shoot for a sin­gle day for these 20 to 30 min­utes of movie. It may be chal­leng­ing for ev­ery­one from ac­tors to di­rec­tors to scrip writ­ers to pro­duc­ers. But, def­i­nitely this is go­ing to be­come huge op­por­tu­nity as the con­tent con­sump­tion in­creases over 4G net­works.

Of course, the long for­mat movies will con­tinue and there might be some plots that may not be fea­si­ble to be con­veyed through these small packets of en­ter­tain­ment. So, I ex­pect, 2017 will see cre­ation of shorter ver­sions of some of the marvel ti­tles of yesteryears. Of course, no­body may be able to com­pre­hend ‘Gangs of Wassey­pur’ in this for­mat

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