August 20, 2010 12:16:30 PM IST Enkayaar, Bollywood Trade News Network
It is just around the corner, i.e. the web is indeed going to alter the business of entertainment. It has started happening in USA, the mecca of entertainment, where a view has started gaining ground that if one is not having a web presence, his business is doomed as it happened in the print business.
No wonder all the entertainment channels are creating their fan base on as many social networking sites as can be possible. The blogosphere is indeed monitoring the manner in which the business is being conducted on television. No wonder, even in India, at least the news and sports channels are giving quite a lot of importance to whatever is being commented upon on a news item through the web, and it also forms a part of the prime time news item as well.
It could augur well for the entertainment industry as well. It would be owing to the fact that with fans increasingly interacting amongst themselves on the content format, the content could evolve factoring in the aspirations of the viewers rather than the entertainment content being thrown on them. The underlining motif why this development is going to be a moment of disruption is on account of the fact that it makes the process of entertainment interactive and it always would force the content managers to be on their toes. Besides, one would not be bothered about the TRP ratings received on a monthly basis, as he or she would be having the same on a daily basis in real time.
If one were to write in the Indian context where entertainment from television has indeed become staple diet for an older generation and for a new generation the net, once the broadband operations of Mukesh Ambani's company are put in place, and as there is an anticipation that his entry into the broadband arena would change the contours of the game, the web world is going to undergo metamorphosis.
As Tarun Khanna, the famous management guru at Harvard has written in his book, 'Billion Etreprenuers-How China and India are Reshaping their future and Yours' one can say with conviction that at least in the entertainment world it is India that would define the contours and parameters, as China still has issues with freedom in the cyber world. Let the broadband expand.