“In digital, We Plan To Be An OTT Content Player And Distribute Content On Different Platforms”

In an interview with BW Businessworld Markand Adhikari Vice-chairman & managing director, SAB Group, speaks about company's investments and future plans

Most media companies have already made a foray into digital. Are you not late?
Most media companies in India are still, at best, only experimenting with digital. No one has a business plan or a revenue model. In digital, it is especially important to be present right away. As cliché as it may sound, the future is digital. We also need to enter that space sooner than later because with every passing day, the entry cost will only increase. While we will apply our ethos, which is to create a plan that has value and purpose at its core and makes a strong business sense in digital, we are prepared to explore newer ways of working.

Would you like to elaborate on that?
For starters, we plan to be an OTT (over the top) content player. We intend to distribute our content on different platforms. In days to come, there are going to be many more digital platforms and channels. Instead of being one of the many, we would rather partner with existing platforms that are seeking unique and quality content. We will look at collaborations.

Also, our digital offer will not be restricted by conventions. For example, the same show can have a seven minute episode or a 57 minute episode. There are different formats — audio, video, text, image — that digital brings and we intend to leverage them all. There are opportunities in mobile and social that we will look at. Our content would be more edgy in comparison to linear channels. There will be constant innovation.

There is much that you have planned ahead. What are the top focus areas for you? Where will you be investing your money?
We have a broad blueprint in place right now, where the larger chunk would be spent on brand Happii. Digital — both in TV and print — will be another area that we will be spending on. We may have taken the safe route with the likes of Dillagi, but all five of our channels were well thought through, and they are profitable. This will not change in our enhanced avatar, and we will make the necessary investment to achieve that. Our goal, between our media, studio and motion pictures, print and event businesses, is to ensure that each brand is carefully developed to bring us the prominent presence that we are gunning for.