The content landscape is changing for good: Vinit Karnik

Vinit Karnik, Head of Sports, ESports, and Entertainment at GroupM, has a profound understanding of the dynamic changes that have swept the media landscape over the past decade. He acknowledges the positive aspect of change and how it has continually reshaped the way we consume content. In his words, “The landscape is changing for good, and change is always good.” Karnik beautifully encapsulates the evolution from black and white TV to the digital age, where rural areas are now avid consumers of a wide array of content. He emphasises that the ongoing transformation encompasses television, streaming, print, radio, outdoor, and digital media, creating a disruptive and versatile environment for advertisers and marketers.

When asked about how he keeps himself and his clients up to date on what’s happening, he said, “I always call myself a student.” He further continued, “I am observing to understand the consumer and the audience, on what they are doing. We are advising them in ways which we understand, and we are opening up newer avenues where we both learn together. Brew is one initiative, where we try to push ourselves and bring the latest trends, which we all will learn and possibly master over the period of time. Do we understand anything about content? The answer is ‘No’; Do we want to? There is a strong intent. Therefore, we are trying to create a culture within GroupM, where we are trying to learn and unlearn every day the newer trends in the area of content technology, sports, entertainment, social, digital, etc.”

When it comes to the challenges in the streaming industry, Karnik recognises the shifting paradigm in consumer behaviour. He acknowledges that the biggest hurdle today is “appointment viewing”, a concept that is dwindling as consumers’ attention spans shrink. He highlights that, apart from sports, little content remains bound to fixed schedules. In this complex and ever-changing environment, Karnik recognises the need for innovative approaches to engage audiences and meet the demands of a dynamic viewership.