Creative Viibe’s Santosh Kher talks about the emergence of OTT platforms led to transform the entertainment sector

CXOToday has engaged in an exclusive interview with Santosh Kher, Founder, Creative Viibe

1- How has technology played a pivotal role in the entertainment world?

Technology has revolutionized the way we think, operate and execute. Right from when cinema was invented, tech has played a role in the entertainment industry. To delve deeper into the various aspects in one interview or some words would not do justice. However, speaking about tech in entertainment, the major revolution has been in digital. The fact that we have social media and OTT, it has increased our output avenues and channels to distribute content. Since we have more channels, the demand for content has become higher which in turn has seen increased demand from all kinds of content industries in the country.

Imagination can be brought to life using various kinds of tech available today and there seem to be boundless opportunities to bring various kinds of creative stories to life.

People have become tech-savvy. They have become globally connected and demand elevated entertainment options. The use of AR and VR has changed how audiences experienced content. Though India may be at the nascent stages of AR and VR, the impact it has had cannot be ignored. AI has been another tech power which is shaping the industry. It is being used in music, in creating content and in other related tasks. This is again at a nascent stage and it is a wait and watch. However, the ability to create alternative realities and incorporate on-ground and digital for a 360-degree entertainment experience has definitely changed how creators are creating entertainment content.

From a joint experience with friends and family, the consumption of entertainment content has become more personal thanks to internet and smartphones. This also changes how we create stories dramatically. We need to target specific audience buckets rather than use a ‘one formula fits all’ story. Awareness of various kinds of cinema puts the spotlight on regional and other language entertainment content, going beyond what was otherwise considered mainstream content.

The list can go on. As tech will keep evolving, the way entertainment is created and consumed will keep changing.

2- If asked how has technology helped you in your profession?

Technology has been a game-changer in almost every profession, including the film-making industry. From the early stages of conceptualizing to the post-production stages of incorporating special effects, technology has played a crucial role in enhancing the quality of films. The use of advanced technology has made various movie-making elements easier, more efficient, and cost-effective. Moreover, the digital promotion of movies has become an essential aspect of film-making. The availability of various social media platforms, digital marketing tools has made it possible to reach a wider audience and generate more buzz around movies.

Looking ahead, I am particularly excited about the potential use of AI and Machine Learning in the film-making industry. The integration of these technologies could bring about further improvements in the post-production process, making it more efficient, faster, and more creative. It could also revolutionize the way movies are marketed and promoted by analyzing data and identifying trends that could help in better targeting and engaging audiences.

Overall, the role of technology in the film-making industry has been immense and will continue to play a vital role in the future of the profession.

3- How do you see the evolution of technology helping in various sector

As technology continues to evolve, its impact on various sectors is becoming increasingly apparent. Just as we have witnessed in the past, the adoption of new technologies has resulted in the development of new products, processes, and services that have transformed the way we live and work.

In recent years, the rate of adoption and change has accelerated, leading to the emergence of more efficient ways of doing business. New technologies have provided enterprises with tools to speed up processes, solve complex problems, and support human talent. This helps businesses and individuals to work more efficiently, and communicate more effectively which has greatly elevated other sectors.

4- Ott has been the biggest example where a platform has been allowed to disrupt. Share your views

Over the past few years, the Over-The-Top (OTT) platform has emerged as a game-changer in the entertainment industry. One of the biggest advantages of the OTT platform is that it has brought in a superior viewing experience for the viewers, allowing them to access high-quality content at their convenience. Another significant advantage of the OTT platform is that it provides content creators and storytellers with a chance to create differentiated content. With the democratization of content, industries have been given an equal chance to showcase their talents, regardless of their size or resources. This has resulted in a surge of content that is not mainstream, as storytellers feel more empowered to come up with bold and unique concepts that would have previously been deemed too risky.

Moreover, the distribution of content has also been revolutionized by OTT platforms. Previously, content dissemination was restricted, especially for regional and language-specific content. However, with the emergence of OTT platforms, talent from these industries now have access to a global platform, allowing them to reach a wider audience and break through geographical barriers.

Overall, the emergence of OTT platforms has transformed the entertainment and created new opportunities for content creators and storytellers. The democratization of content has resulted in a shift in perspectives and encouraged storytellers to be more daring and imaginative. As OTT platforms continue to evolve, we can expect to see further changes in the entertainment landscape, leading to more diverse and inclusive content.