TV.NXT: 'TVR is the common pitfall that content creators fall into'

An insightful session by Richard Fernandes highlighted the interconnectivity of multiple platforms, and how this can be used to ensure audience engagement, and create hit shows.

Day 1 of TV.NXT kickstarted with an insightful session on 'Creating hits across the TV, mobile and the internet -- the do's and the don'ts' by Richard Fernandes, executive director, original production and development, Turner Broadcasting System, Asia-Pacific. The event is being held at J W Marriot, Mumbai, on September 29-30, 2011.

Fernandes emphasised how viewers today have more power as compared to viewers a few years back. "Our audience has the power to shape what they want to view and when they want to view. They are no longer at the mercy of big broadcasters," he stated.

Fernandes believes in compelling content that can travel across multiple platforms. Giving the example of a book as a platform, he said, "We cannot just take a book, shoot its pages and its cover, and put it up on television. That would be completely boring."

Content should be relevant to the respective platforms. What you do for one platform is not relevant for the other platform.

Explaining the Merriam Webster dictionary meaning of 'Television', Fernandes said that the dictionary definition of television as an electronic system of transmitting transient images of fixed or moving objects, together with sound, over a wire, or through space, by apparatus that converts light and sound into electrical waves, and reconverts them into visible light rays and audible sound, is now applicable to laptops, mobile phones and even the Apple iPad.

"Today, they perform almost the same kind of functions. But, we need to deliver platform-specific experience to our audience. We should not look at these platforms just as an extension, but as equal partners," he said.

Earlier, multiple platforms were used when audiences had missed a show on TV. But, their role no longer remains restricted to this.

Fernandes recommended the use of social networks in order to create a buzz around a show on TV. "Peer recommendation cannot be ignored. Everyone is connected through Facebook, Twitter and Orkut, and they cannot be ignored. They are constantly updated, and there are several million live conversations happening about your show," he added.

He said that the rapid growth of social networks must be embraced. Underlining the need to build deeper connections with the audience beyond the passive medium of the TV set, he said, "People are virtually connected, every moment they are awake."

Fernandes labelled TVR as the common pitfall that content creators fall into. "They wait for their show to become the No. 1 show and then think about the other platforms. A great TV show is capable of being converted into a horrible interactive experience. We should look at how a show is able to engage the audience -- not just for that one hour, but for 24 hours a day! You want a multi-platform launch before you go on air. You need to create a buzz. You want to go to your fan base with anticipation. You want to drive audiences to the premier," he said.

Interactivity is crucial in keeping the audiences engaged, he asserted.

Most TV viewing on the television sets is passive. Fernandes believes that in India, the biggest interactivity that we have is changing the channel. "But, once you are online, there is a change in the dynamics. The audience, online, needs to have some level of control -- whether it is typing, clicking or even swiping. It wants to be engaged, and wants to have a voice," he said.

"When their family gathers around a TV set, it has to be an active experience," he further added.

Citing the example of Ben 10's game creator, he spoke about how 26,00,00000 games were created. "A game, when created, could be uploaded on the gallery, and could be played by anyone," said Fernandes. He also mentioned about the show having 8,15,000 fans, and 1.1 million likes on Facebook.

Fernandes laid emphasis on gathering audience opinion on the concept of the next show. Speaking about the popular weekend programming, he said, "Even though you have weekend programming, you have to keep your fans engaged during weekdays. Give your audiences an access 24 hours a day, and keep them connected. Television to web, web to mobile experience -- it all has to cycle around."

He concluded the session by postulating, "We understand that content is king, but we have to also acknowledge that multiple platforms are like rooms in the king's castle, and all these rooms must be filled."

TV.NXT is being held at JW Marriot, Mumbai, on September 29-30, 2011.

(TV.NXT is organised by afaqs!, in association with STAR News (presenting sponsor). The other sponsors include Zee 24 Ghante Chhattisgarh, Amagi, HeadHonchos, ApnaCircle.com, Fox History & Traveller, and Lukup.)