'Content creation a challenge'

The biggest challenge for global entertainment channels in content creation is striking the right balance between global and local content, Andy Kaplan, president, World Wide Networks, Sony Pictures Television, observed Wednesday.

He was speaking on the 'Future of TV', on the second day of the 14th edition of Ficci Frames, the annual convention of the Media and Entertainment (M&E) industry here organised by the Federation of Indian Chambers of Commerce and Industry (FICCI).

Kaplan also said that the content will also need to be tailored according to the audience viewing habits and demands that are unique to each market.

"Local programming drives higher ratings and global broadcasters like us need to pivot and adjust our content accordingly to survive in a competitive market," Kalpan said.

"Moreover, lot of research is required to push the boundaries and have the latitude to localise but also retain the global flavour. There must be a constant dialogue between the two and one must remember single size cannot fit all," he added.

Kaplan's address also delved deeply into the content development of a free market environment that is seeing entry of where many new players resulting into revenues coming from different windows in the value chain.

"There are several new networks and there is an increased demand for programming content. There are more avenues to sell content and generate revenues and it is very important to get the right license fee for the content," Kaplan said.

Kaplan also said that there is a need for increased expertise in the distribution network.

Kaplan also spoke about the on the potential that web syndication network systems have in developing countries like India and Latin America.

"Non-linear television has a huge opportunity for distribution and grabbing eye balls in the BRIC nations due to the robust broadband penetration and growing economy," he said.

"Crackle is a non-linear network owned by Sony Pictures Entertainment. It consists of Sony's library of films and television shows. But most importantly it is an outlet for original content. It is doing extremely well in countries like Brazil and Portugal and I hope it will become equally popular in India," he added.

However, Kaplan emphasised the content of Crackle is significantly designed not to cannibalise on Sony TV content offering.