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.