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<ul><li><keyword id="2402396" type="PERSON" weightage="20" keywordseo="Deepak-Lamba">Deepak Lamba</keyword>, CEO of <keyword id="230895" type="COMPANY" weightage="20" keywordseo="Worldwide-Media">Worldwide Media</keyword> pens down how this current lockdown has resulted in a long-term upward shift in the integration of digital technologies into our everyday and why companies will also have to be on their feet to work out a seamless mechanism to churn out larger quantities of content. </li><li>He further shares a few reasons why it is important to innovate to survive today. </li></ul> It is a fine Sunday morning in the Kulkarni household where the head of the family, Mr. Kulkarni, who used to start his day with a cup of tea and his copy of The Times of India, now has a new ritual to start his day. From turning the pages, he now swipes to the next page as he reads the e-paper of on his tablet. Mrs. Kulkarni, who used to spend her evenings at the park practicing Yoga, has made the most of the lockdown by participating in online training sessions conducted by Yoga and fitness gurus. The elder son, a chef at a leading 5-star hotel, has taken to his social media handles teaching avid foodies how to cook a host of delectable home-made recipes. His younger sister, who earlier spent ample time binge-watching the latest web series or movie with her friends, now does the same on an app that allows a group of people to come together and watch a film simultaneously. Regardless of what type of content all these family members consume, the fact is that every generation is dependent on their devices during this lockdown to keep themselves informed and distracted more than ever before. CREATOR AND CONSUMER IN TANDEM With more time at our disposal, this current lockdown has resulted in a long-term upward shift in the integration of digital technologies into our everyday. Staying abreast of these behavioural changes and engaging these new audiences, media and entertainment brands can emerge as the frontrunner by leveraging their digital presence. This current scenario is indeed a crucial time for these companies as well as the consumer to evolve and adapt. By perfectly-being in sync with each other via the integration of technology, we have the chance to script a new chapter in content consumption that will see it have a lasting impression long after the lockdown is over. ADAPTING TO THE NEW NORMAL With the onus to inform and entertain, the media and entertainment industry, in these testing times, is exemplifying purpose and responsibility on all fronts. Leading players have acted as a force for good and leveraged their presence instead of exploiting the situation. They have put their audience first and understood what they want to see. As we embrace this shift in consumption patterns, their coverage has been authentic to its very core allowing people to consume something that they can relate to and connect with. With everyone craving a connection at the moment, major companies have implemented digital solutions like artificial intelligence and machine learning to predict consumer behaviour and foster interactivity. ADOPTING A DIGITAL-FIRST APPROACH With the rise in the consumption of digital content, these companies will also have to be on their feet to work out a seamless mechanism to churn out larger quantities of content. Their focus should shift on technology integration, process efficiencies, reduction of lead times and collaborating with like-minded synergies for creative ideation and innovation. This will open up a wide array of engagement opportunities for digital content creators especially, in the fields of news reporting, entertainment and lifestyle to disseminate information in a far more authentic and responsible manner. BATTLING THE INFODEMIC IN A PANDEMIC With the lockdown proliferating a digital boom, unverified and unreliable portals are mushrooming across the sector which leads to the dissemination of fake news across different mediums. While most of them may not have the intention to propagate fake news, seldom do they perform multiple layers of stern checks before publishing it. This has created an additional sense of pressure on these mediums to produce the news while taking time to accurately check its veracity before it loses its relevance. With these guidelines in place, digital mediums are bound to strive and become an integral part of the lives of the audience, even post lockdown, and alter the way the industry creates content forever. CHANGE… OR PERISH Whether we like it not, the world has changed. It is a stark contrast from how it did a few months ago and it will probably not never look the same again leading to us choosing a new way forward. While the world adjusts to this new normal of managing their professional and personal lives from home, one thing is for certain. The ways of doing business with the external environment, and the ways of managing our work internally for an organisation – both will require tectonic shifts. The companies that survive will the ones that identify this and clearly make the changes to ensure that their old models are swiftly replaced by new ones. At this crucial juncture, it is important for companies to identify genuine employee assets and protect and empower them for them to perform in this new challenging environment. At the present time, with so many professional an personal distractions and concerns, without a motivated work force, the best of plans are bound to fail. As of now though, it seems that a few of the progressive media and entertainment companies are well on their way to successfully decoding and tracing the changes in consumption patterns of families and individuals just like the Kulkarnis. - By Deepak Lamba, CEO of Worldwide Media

Metamorphosis of content consumption in media and entertainment industry

Once again, <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> has gone into overdrive and a fivesome was released on Friday the 13th. The big release was <keyword id="184700" type="PERSON" weightage="100" keywordseo="Fugly">Fugly</keyword>, of course, a <keyword id="556777" type="UNKNOWN" weightage="100" keywordseo="comedy-drama">comedy drama</keyword> directed by <keyword id="29915" type="POSITION" weightage="100" keywordseo="actor-director">actor-director</keyword> <keyword id="121984" type="PERSON" weightage="100" keywordseo="Kabir-Sadanand">Kabir Sadanand</keyword> and co-produced by none other than Akki (<keyword id="2823" type="PERSON" weightage="100" keywordseo="Akshay-Kumar">Akshay Kumar</keyword>). However, this one has seen limited success at the <keyword id="827271" type="UNKNOWN" weightage="100" keywordseo="Domestic-Box-Office">domestic box office</keyword>. The other four flicks of the week include Md. Mohibul Haque-directed <keyword id="582722" type="UNKNOWN" weightage="100" keywordseo="action-thriller">action thriller</keyword> <keyword id="2343872" type="UNKNOWN" weightage="100" keywordseo="18-11-A-code-of-secrecy">18.11… A code of secrecy</keyword>; <keyword id="1403873" type="PERSON" weightage="100" keywordseo="Prakash-Saini">Prakash Saini</keyword>’s <keyword id="2249858" type="UNKNOWN" weightage="100" keywordseo="Chal-Bhaag">Chal Bhaag</keyword>, a crime comedy; <keyword id="934838" type="PERSON" weightage="100" keywordseo="Debaloy-Dey">Debaloy Dey</keyword>’s <keyword id="30679" type="UNKNOWN" weightage="100" keywordseo="horror-flick">horror flick</keyword> <keyword id="1092690" type="UNKNOWN" weightage="100" keywordseo="Machhli-Jal-Ki-Rani-Hai">Machhli Jal Ki Rani Hai</keyword> and finally, <keyword id="824801" type="ENTERTAINMENT" weightage="100" keywordseo="unforgettable">Unforgettable</keyword>, a romantic flick directed by <keyword id="1050162" type="PERSON" weightage="100" keywordseo="Arshad-Yusuf-Pathan">Arshad Yusuf Pathan</keyword>. Although the plots and the genres widely vary, there is one thing in common – all these four movies have turned out to be <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">box office</keyword> disasters. 
 
Fugly hit 1,100-plus screens in India and managed to collect Rs 2.95 crore on the opening day in spite of mixed reviews. <keyword id="303" type="POSITION" weightage="100" keywordseo="Director">Director</keyword> Kabir Sadanand was happy, though. “Good 1st day for @FuglyTheFilm, domestic box office collection of 2.95 cr. So guys go out there and watch the film, fight against the Ugly,” Sadanand tweeted on Saturday. The movie netted around Rs 9.5 crore after the first three days (Rs 7.23 crore as per trade figure). Although it had a big release, the movie’s budget is quite low (around Rs 16 crore) and Fugly just might avoid ending up in the red. 
 
But even then, Sadanand’s third outing as a director takes him nowhere near his earlier release <keyword id="30111" type="ENTERTAINMENT" weightage="80" keywordseo="Tum-Milo-Toh-Sahi">Tum Milo Toh Sahi</keyword> (2010). Fugly is all about four close <keyword id="343" type="ENTERTAINMENT" weightage="80" keywordseo="Friends">friends</keyword> – <keyword id="330" type="PERSON" weightage="100" keywordseo="Dev">Dev</keyword> (<keyword id="1466941" type="PERSON" weightage="100" keywordseo="Mohit-Marwah">Mohit Marwah</keyword>), <keyword id="6815" type="PERSON" weightage="100" keywordseo="Devi">Devi</keyword> (<keyword id="1788525" type="UNKNOWN" weightage="100" keywordseo="Kiara-Advani">Kiara Advani</keyword>), <keyword id="1438" type="PERSON" weightage="100" keywordseo="Gaurav">Gaurav</keyword> (<keyword id="132330" type="PERSON" weightage="100" keywordseo="boxer-Vijender-Singh">boxer Vijender Singh</keyword>) and <keyword id="967" type="PERSON" weightage="100" keywordseo="Aditya">Aditya</keyword> (<keyword id="1664323" type="UNKNOWN" weightage="100" keywordseo="Arfi-Lamba">Arfi Lamba</keyword>) – living a fast-track life in and around <keyword id="66" type="COMPANY" weightage="100" keywordseo="Delhi">Delhi</keyword>. But when the corrupt cop <keyword id="2343896" type="UNKNOWN" weightage="100" keywordseo="R-S-Chautala">R.S. Chautala</keyword> (<keyword id="4666" type="PERSON" weightage="100" keywordseo="Jimmy-Shergill">Jimmy Shergill</keyword>) takes control of their life, the foursome gets entangled in social issues and tries to find solutions, Bollywood ishtyle. The outcome is a wobbly plot that fails to delve into the myriad layers of reality or string together a robust, coherent human drama. At the end, the movie with a mission and a message (it is bound to remind you of <keyword id="3735" type="ENTERTAINMENT" weightage="80" keywordseo="Rang-de-basanti">Rang de Basanti</keyword>) simply ends up in a meaningless mess. 
 
The other four flicks look like box office bombs although 18.11… A code of secrecy endeavours to decode terrorism. And this time, a <keyword id="49316" type="POSITION" weightage="100" keywordseo="Software-engineer">software engineer</keyword> (<keyword id="2343901" type="UNKNOWN" weightage="100" keywordseo="Rehal-Khan">Rehal Khan</keyword>) comes to the rescue with a hi-tech alert system and fights off all the baddies. The opening day collection of 18.11 stood at an approx. Rs 15 lakh, but the weekend numbers are not in yet. 
 
 
 
Prakash Saini’s Chal Bhaag tells the tale of three crooks – <keyword id="2333769" type="UNKNOWN" weightage="100" keywordseo="Munna-Supari">Munna Supari</keyword> (<keyword id="109372" type="PERSON" weightage="100" keywordseo="Deepak-Dobriyal">Deepak Dobriyal</keyword>), <keyword id="320578" type="PERSON" weightage="100" keywordseo="Daler-Singh">Daler Singh</keyword> (<keyword id="2249438" type="UNKNOWN" weightage="100" keywordseo="Varun-Mehra">Varun Mehra</keyword>) and <keyword id="6412911" type="ENTERTAINMENT" weightage="100" keywordseo="bunty">Bunty</keyword> (<keyword id="947916" type="UNKNOWN" weightage="100" keywordseo="Tarun-Bajaj">Tarun Bajaj</keyword>). A deadly game of hide and seek with the police begins after they are charged with a political murder and in the process, you get a chilling glimpse of fake encounters and other atrocities. But the movie fails to retain the momentum or the irreverent, light-hearted tone that would have made it a well-rounded <keyword id="530399" type="UNKNOWN" weightage="100" keywordseo="Black-Comedy">black comedy</keyword>. Official numbers are not in yet, but according to industry insiders, nett collection of the first three days has fallen well below Rs 1 crore. 
 
And the same holds true for the other two movies – Machhli Jal Ki Rani Hai and Unforgettable. Both are box office washouts although Machhli may hook the horror movie fans. As expected, the plot is a cliché where <keyword id="173" type="PERSON" weightage="100" keywordseo="Ayesha">Ayesha</keyword> and Uday (<keyword id="437076" type="PERSON" weightage="100" keywordseo="Swara-Bhaskar">Swara Bhaskar</keyword> and <keyword id="344170" type="PERSON" weightage="100" keywordseo="Bhanu-Uday">Bhanu Uday</keyword>), a happy couple, fall prey to <keyword id="589050" type="UNKNOWN" weightage="100" keywordseo="Paranormal-Activities">paranormal activities</keyword>. It has all the usual trappings to get you <keyword id="843642" type="UNKNOWN" weightage="100" keywordseo="spooked">spooked</keyword>, including an act of exorcism for a climax. On the other hand, Unforgettable features the eternal love triangle, with <keyword id="23365" type="PERSON" weightage="100" keywordseo="Iqbal-Khan">Iqbal Khan</keyword>, <keyword id="551555" type="PERSON" weightage="100" keywordseo="Alka-Verma">Alka Verma</keyword> and <keyword id="276456" type="PERSON" weightage="100" keywordseo="Hazel-Crowney">Hazel Crowney</keyword> in the lead roles. This is another <keyword id="2076872" type="UNKNOWN" weightage="100" keywordseo="Box-office-bomb">box office bomb</keyword> that could not garner more than Rs 20 lakh on Day I and then sank into oblivion. As it is a high-budget movie and shot at the UAE, it is quite likely that Unforgettable would not be able to cover the costs. 
 
Images: Indiatimes

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