NOVEMBER 20248SC COLUMNDIGITAL TRANSFORMATION IN THE ENTERTAINMENT INDUSTRYAn unprecedented digital transformation has become the pillar of the Entertainment industry, disrupting the former models of interactions and opening immeasurable possibilities for creators and audiences. Due to the advent of digital technologies, this is a new era of content access, with no geographical boundaries and the opportunity for creators to connect with the audience from anywhere. Whether Spotify and other similar music streaming services are your means of getting the music you want or the capability of platforms like YouTube and Netflix to deliver the video content on-demand, the landscape of entertainment has become a vibrant arena of custom-tailored user experience, where the consumers have never been more empowered to make decisions on what, when, and how they enjoy the content. The shift we've seen isn't just about more options and easier access. It's also about unleashing people's creativity. Artists and storytellers are getting into digital spaces to try new things and impress audiences in fresh and mind-blowing ways.Note: Information and Broadcasting Secretary Sanjay Jaju, while addressing the 18th India Digital Summit in Mumbai, highlighted that the media and entertainment sector is witnessing rapid change due to accessibility through smartphones and data. The Secretary informed us that 60 OTT platforms operate in India, and many are in regional languages. Mentioning the role of the government, Sanjay said that the government's role is to enable the industry and give a level playing field for the industry players. The Secretary emphasized that the government's policy should come from the demand side, as what the industry requires will help it grow.Streaming Services: The Rise of Over-The-Top (OTT) PlatformsThe rise of OTT streaming services has transformed the media landscape in a significant paradigm. These services have changed the traditional content consumption patterns and posed a challenge to the conventional broadcasting models. Social media and these streaming platforms has become a battleground for different candidates and their representatives. These platforms have served as effective tools for political campaigns and have radically altered the way candidates interact with their supporters. Besides, this paradigm shift towards streaming doesn't only redefine the experience of watching TV but also incites more original content production, gearing up competition in the industry as the big players in the market are all fighting for viewers' attention and loyalty. The era of streaming, which has been booming for a while and has been asserting itself as the mainstay of modern entertainment consumption, continues to solidify its position as the cornerstone of entertainment engagement of consumers as they start to embrace the convenience and flexibility provided by OTT platforms."OTT has also taken away the full control of content consumption experience as it used to be with traditional consumption", Manish Sinha, Heads The Media & Entertainment Business, To The New.Impact of Social Media on Content DistributionSocial media has totally flipped the script on how content gets out there. These platforms have become the go-to playground for creators to share their contents and connect with their audience. Nowadays, anyone can step into the creator spotlight, calling the shots and chatting it up with followers. And let's not forget about Facebook, snapchat, Instagram and TikTok ­ they're basically the new hotspot for a whole crew of digital influencers who can outshine even old-school celebrities. Social networks' viral nature has changed the field of content discovery dramatically, and the topics and challenges that are trending and viral in the same instant are shaping popular culture. Given the wild growth of social media, it's evident it'll continue to shape how we access content. It's a significant force By Mithun Kumar K B, Correspondent, siliconindia NOVEMBER 20248
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