Creativity is great, but we have to see how commerce also works: Megha Tata

In conversation with Adgully, Megha Tata, CEO, Cosmos Maya, speaks about the company’s journey and its contributions to the evolution of kids’ content in recent years. Cosmos Maya has been a significant player in the animation industry for over 25 years, creating content for both digital and television platforms. They are well-known for their association with ‘Motu Patlu’, one of the top-rated kids’ shows. Their success has made them a source of inspiration for others looking to enter the industry. Cosmos Maya has effectively utilised animation to engage, educate, and entertain young audiences. Their content delivers high levels of entertainment and satisfaction to children and a wider audience. They have been pioneers in various aspects of content creation and have played a leading role in shaping the animation industry, contributing to the joy of countless children. Excerpts:

Could you tell us more about Cosmos Maya’s journey and how it has contributed to the evolution of kids’ content in recent years?

Cosmos Maya has been around in the country for more than 25 years. It began as a modest animation venture and blossomed into a thriving and expansive enterprise. Cosmos has created content for both digital and television in the last 25 years. We are also associated with ‘Motu Patlu’, one of the top-rated shows of the kid’s category. It’s been a very fruitful journey for Cosmos, and I think that whether it is content creation for companies like Sony, Warner Brothers, or Nickelodeon, we have become a source of inspiration for others looking to enter the industry.

Animated content is a powerful tool for engaging, educating, and entertaining kids. How has Cosmos Maya utilised animation to cater to the evolving preferences of young audiences?

The content we produce for our partners delivers a high level of entertainment and satisfaction to both children and our wider audience. We have consistently been pioneers in various aspects, whether it is content creation or other endeavours, and we continue to maintain our leadership position in the world of animation. While there are numerous exceptional animation studios worldwide, Cosmos has played a leading role in shaping the industry. As a result, we have contributed significantly to the development of content that has brought joy to countless children.

Could you share your insights into the changing patterns of kids’ content consumption in recent years, especially in the digital age?

There is a significant shift in the industry post pandemic, especially the kids’ category. A lot of kids’ content has been consumed via YouTube, and we have seen a lot many shows and many channels getting launched on YouTube and content being created, especially for kids’ category.

With the ever-growing presence of digital platforms, how do you see the balance between traditional TV and digital platforms when it comes to kids’ viewership?

I think the two platforms can co-exist regardless of the consumption pattern being changed. Today, the linear consumption is dropping and we can see the shift towards digital, this is what brings the change in the market dynamics as well and hence, the monetisation is changing. Overall, this shift is what we can expect in the coming years with regards to content creation. Linear provides different pipelines for the content creation that needs to be revisited considering the dynamics of the business.

Cosmos Maya has recently partnered with Murty Media to launch ‘Story Time with Sudha Amma’, based on Sudha Murty’s literary works. What motivated this collaboration, and what are your expectations for it?

We are excited and humbled at the opportunity to partner with Murty Media and in particular Mrs Murty, who we are all a big fan of. Murty Media is headed by Mrs Murty’s daughter-in-law, Aparna Krishnan. She and her team had this vision to bring about Mrs Murty’s work to life. Right from creation, ideation, storytelling, bringing those characters and Mrs Murty into animation form, the journey has been extremely beautiful. Watching the show, one will only realise that the world created by Mrs Murty is so endearing.

Could you provide some insights into the growth trajectory of the partnership with Murty Media? What unique aspects do you think this collaboration will bring to the world of kids’ content?

It is great to see the vision of Mrs Murty’s work coming to life. Books can reach a larger audience, but digital and audio-video mediums can reach an even larger audience. The show, ‘Story Time with Sudha Amma’, is available in six different languages such as, Hindi, English, Tamil, Telugu, Marathi and Kannada.

Given your extensive experience in the media and entertainment industry, what advice would you give to aspiring professionals looking to make a mark in the world of kids’ content and animation?

I think it’s a very challenging time in the world of animation and storytelling in the kid’s space. In my view, ups and downs are a part of life and I believe that while on a downhill, it becomes important to examine how to make a business model efficient and cost effective. We as a production house as well are looking at making business more efficient and similarly other businesses might be thinking of the same, right now. Times have changed and we have to see how best we can use technology to bring more efficiency in the business. Creativity is great, but we have to see how commerce also works.

How do you see the role of women in leadership positions evolving in the media and entertainment industry, especially after your significant achievements, such as being awarded ‘Women of the Decade in Media’ and serving as President of IAA - India Chapter?

There has been a positive movement of women representing the media in the last 10 years. It’s been great to see more women in the media and entertainment space but we don’t see enough of them now. This is a dialogue which is on and will continue to be in the discussion. We are trying our best with IAA to bring this change in the industry. This is exactly what we call the representation of women in advertising, or content. Connecting to that I am more excited about this project because here the protagonist is a woman which is Mrs Murty. There is very little animation content where you see a female protagonist. In my point of view this is a fresh approach to content creation where the main lead is the woman and she has a very integral character in her family or in her world.

As we look forward to the launch of ‘Story Time with Sudha Amma’, what excites you the most about this project, and what message do you hope it conveys to its young viewers and their families?

It is a privilege and a wonderful opportunity to bring the works of Mrs Murty to life and that is what all of us at Cosmos Maya are super excited about. I really hope that the audience, which she has been able to touch through her writing, we are able to add another layer to her storytelling expertise through this medium. If we collectively, Murty Media and Cosmos Maya, are able to achieve that, then it will be a big win for all of us.