What is India watching? Decoding the intricacies of Content consumption trends today

The world of content and entertainment has come into sharp focus especially during the COVID times and the subsequent lockdown period. Digital content consumption has seen an explosion during this period and the OTT players in the last one year has reinvented and has been innovative in their approach to engage their audiences. With the recent Pandemic the OTT space has become very competitive as fresh and original content is what driving engagement.

Also read:  SCREENXX 2020 – Unlocking the potential of digital content & the road ahead

There are several learnings and implications that the industry has been studying and which will set the course of the future of content consumption. Coming amid these times, SCREENXX 2020 has special significance as Adgully’s premier industry event brings the best minds from the Digital Entertainment Ecosystem, who will discuss, debate and deliberate to make the space more vibrant and impactful, as well as provide a better understanding of where this industry is headed.

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SCREENXX 2020 will see some leading names in the industry from a diverse range of organisations spanning from Netflix, Viacom18, Lionsgate, ZEE5, Discovery India to InMobi, FCB India, Eros Now, ALTBalaji, DDB Mudra and many more.


OTT vs Cinema

The pandemic has disrupted the clout and likes of some of the big players who have always enjoyed their position in the cinema space. As the theatre owners and OTT platforms fight over the right to exhibit cinema for the public, there couldn’t be a better time, yet also a challenging time, to be a filmmaker in India. The situation has opened the gates for the OTT players and several talented directors and artists.

Timing: 12.30 pm – 1.15 pm


Moderator: Karan Taurani, Vice President - Research Analyst (Media& Consumer Discretionary), Elara Capital

Amit Sharma, Managing Director - Entertainment, Miraj Group

Shailesh Kapoor, Founder & CEO, Ormax Media

Shariq Patel, CEO of Essel Vision Productions


What Young India wants? A peep into the minds of GenZ and Youth in a post Covid World

There has been paradigm shift in behaviour during and post the lockdown. Content consumption in the OTT space has gone up in the last few months. Is this a temporary shift or can we expect OTT to emerge as the prime media, especially for the youth in India? The shift has also brought into focus the content part as creating relevant content and addressing the new set of audiences will be a challenge.

Timing: 1.15 pm – 1.50 pm


Pooja Jauhari, CEO, The Glitch in conversation with Navin Shenoy, Head of Marketing, Youth, Music, English Entertainment, Viacom18


Emergence of Purposeful Content

Purposeful and meaningful cinema has always been applauded by the audience and the industry. But we have seen that such content is largely showcased and discussed at film festivals. With the advent of streaming platforms, content such as this is reaching audiences across the globe at the click of a button and can be watched anytime, anywhere. Will investment in meaningful content go up?

Timing: 2.00 pm – 2.30 pm


Rohit Ohri, Group Chairman & CEO, FCB India in conversation with Tarun Katial, CEO, ZEE5, and Ashvini Yardi, Producer


Creative Freedom: OTT Crafting Bolder Narratives

Bolder narratives are being explored in digital. While creating content with bolder script will be one way to attract new audiences, but the industry should practice content self-regulation and follow the best practices. The freedom to solo viewing will see more bolder narratives in the near future. Our esteemed panellists will shed the light on what to expect in future narratives in the OTT space.

Timing: 2.30 pm – 3.00 pm


Moderator: Munnish Puri, CEO, Rainbox Studios

Puja Rajadhyaksha, Content Head, Eros Now

Sourjya Mohanty, Chief Operating Officer, EPIC ON

Gunjan Arya, CEO, OML

Issac M. John, Director, Digital Business and Partnerships, Discovery India

Binda Dey, Head of Marketing, Red Chillies Entertainment

Abhimanyu Singh, Producer and Founder, Contiloe Pictures


Global Outlook, Local Strategy

Looking at global learnings and approach will always help us. But adapting to the local market and audience is a different challenge, which content creators face. A strong of amount of research has to be done to ensure that you are meeting your objectives. Global outlook can be good starting point of discussion but you should have a well-directed and focussed approach to deliver results.

Timing: 3.00 pm – 3.30 pm


Raman Kalra, Entertainment, Media and Sports Advisory Leader, PwC India in conversation with Rohit Jain, Managing Director South Asia, Lionsgate


Emerging ad-tech powering OTT platforms

Technology has been an enabler in every business, including the content industry. India has moved very fast on the technology front. More innovations on that front will happen in this space as building a good AdTech solution will help in monetisation.

Timing: 3.30 pm – 4.10 pm


Moderator: Sunny Nagpal, Co-founder and Regional Managing Director, Httpool APAC

Vikram Tanna, COO, Mzaalo

Siddhartha Roy, COO, Hungama Digital

Kunik Patel, Industry Head - Tech, Telco, OEM & QSR, InMobi

Ravi Shharma, Revenue Head, Gaana

Vinit Mehta, Head of Sales – Indian Sub-Continent, BrightCove

Rajneel Kumar, Business Head Expansion Projects and Head of Products, ZEE5


Regional content – driver for next phase of OTT growth?

With growing demand for content in one’s mother tongue, there is a huge growth potential for regional content. Besides, dubbing international as well Hindi content in regional languages has expanded the scope of this market. While the regional markets are still at the nascent stage, the pace of growth is fast and it can be a game changer in the next phase of growth for the OTT business.

Timing: 4.50 pm – 5.20 pm


Moderator: Ashish Pherwani, Media and Entertainment Leader, EY India

Jayakrishnan S, Co-Founder, Mainstream TV

Vishnu Mohta, Co-Founder, hoichoi

Kranti Gada, COO, Shemaroo Entertainment

Divya Dixit, Senior Vice President and Head of Marketing, ALTBalaji

Preetham Venkky, President - Digital, DDB Mudra Group


Unlocking short format video synergies for entertainment and social platforms

Short videos have emerged as a new format. But how does one differentiate what are the key mantras that one should follow to create winning short video films. This is still in its early stage, so one needs to wait and watch how this format will be become popular. Also, what goes into making great short video films – hear from the experts.

Timing: 5.20 pm – 6.00 pm


Moderator: Uday Sodhi, Senior Partner, Kurate Digital

Abhishek Joshi, Head of Marketing and Business Partnerships, MX Player

Sumit Ghosh, Co-Founder and CEO, Chingari App

Shivank Agarwal, CEO, Mitron TV

Manish Shrivastava, Head of Marketing, Gaana

Devika Sharma, Director - Sales, Glance and Roposo, InMobi

Samir Vora, CMO, Dailyhunt


TV is fictional; Cinema is larger than life; OTT is in the realism space

TV and Cinema was always there and it was the tried and trusted entertainment channel for many.  OTT in the last few years had made its entry and is becoming increasingly popular. Will OTT be the future of content consumption and bring in a new way of way of viewing content? Moreover, will it redefine cinema entertainment?

Timing: 6.00 pm – 6.45 pm


Moderator: Gunjan Utreja, Actor, Talk Show Host and Comedian

Abhigyan Jha, Screenwriter, Producer and Director

Shreyansh Pandey, Head – TVF Originals, The Viral Fever

Asha Negi, Actor

Tanuj Virwani, Actor

Arjun Bijlani, Actor

Sahil Vaid, Actor

Anuja Sathe, Actor


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