What Sukhpreet Singh teaches about brand purpose

Content, you know, vernacular content and you know people always want to have good quality content in their own language. You know what hits you and what touches you in your own language, it is very difficult to replicate with. Hi Sukhpreet, welcome to Brand Masters. Thanks a lot, thanks. So, we start off by knowing a recent study has stated that about 55% Indians are watching content on OTT platform versus about just about 41% watching them on DTH. Are OTT platforms taking over DTH? What are your thoughts?

I think we will have to see what, you know, context these figures are. But the fact is that yes, a lot of people are consuming content on OTT and online platforms. But of course, if you look at the back data of the reach of various broadcast channels and all, that has not really come down. So, there are still, you know, a lot of people watching content on traditional pay TV as well. But nonetheless, you know, like I always say, India is not a market where it is this or that. You know, we want everything. So, it is this and that, right.

So, we want our, you know, OTT content. We want to see all the exclusive stuff which is there being provided by various online, you know, content providers. But we also want our regular TV. And plus there are multiple segments across. India is a huge country with all kinds of, you know, socio-economic segments. So, we have place for everything and traditional DTH players like us are also now having online OTT platforms like Watcho which we just launched which is an OTT video streaming platform. Right.

I mean, I would have definitely asked about that as well. So, I mean, what are the distinguished features of Watcho and how has the response been so far? Yeah. So, we just launched it very recently and the response has been very, very good. The distinguishing feature, you know, of Watcho has been the fact that, you know, it is very, very focused on the target audience that we have defined for ourselves which is the youngsters, which is the millennials plus the, you know, generation succeeding the millennials now and not

necessarily in across the metros in India but in, you know, a more wider geography of tier 2, tier 3 towns which is, you know, hungry for very good content. And also again coming back probably to the first question just like you answered the diverse country, diverse platforms. Right. But has there been a shift in terms of the kind of content that is being consumed? Do you see clear cut trends emerging? Yeah, I think there has been a shift and I think constantly, you know, content is such a thing that, you know, it has to continuously do both things.

It has to adapt to consumer preferences and continuously study what the consumers really want and provide that. At the same time, it has to drive, you know, so unless people are exposed to a certain kind of content, they might not even know that they want more of it. So, it has to do two things. One is, you know, to set precedences with newer kinds of creative content and also to follow, you know, some of the preferences which the consumer is showing. So, it has to do both things and I think in India various content providers and I am

not an expert on content by the way but still I think what I see is that most content providers are being able to do, you know, either this or that and, you know, provide content which people do not know that they would prefer and they are exposed to it for the first time and they are also able to provide content which, you know, people are anyway preferring and, you know, so, so, both things are happening and it is continuously changing. Also, I mean, as BEAT, OTT, BEAT, DTH, the tier 2, tier 3 audience is also one emerging, you know,

segment for, I mean, they have a voice now, they do want vernacular medium shows. Correct. So, what do you see the scope out there? Oh, yeah, I think that is a very relevant question because regional content, you know, vernacular content and, you know, people always want to have good quality content in their own language, you know, what hits you and what touches you in your own language, it is very difficult to replicate with, you know, we, so, for example, I might love a Hollywood movie

and it will appeal to me at a certain level, but when it comes to content in my own language and that is why we are a very, very, you know, Bollywood and, you know, whatever kind of woods we have now across various regions in the country, you know, because that touches at a different level and so far what was happening was that regional content was not as good in terms of its quality, in terms of creative inputs and outputs and also in terms of production and post production.

It was definitely not the kind of quality which the customer would have really loved. Now, that is happening. So, there is commercially they are more viable, regional content, there are various avenues to and platforms to monetize regional content. So, the quality is also going up. So, I think that is in terms of scope, regional content, vernacular content is and not just that even niche content appealing to, you know, very, very sharp topicality, I think that is a huge scope.

You have a lot of work as a marketeer, there is a lot of work happening at office per se, but outside work if how do you unwind, what do you do, what are the things that interest you, we would love to know personally. Apart from work, I think it is, you know, a family which keeps you busy. My daughter has so, you know, the interests of my 14 year old daughter are the interests that, you know, probably I am getting exposed to now. So, there are a lot of those things and she is now exploring a lot of, you know, art history and graphic art.

So, I think that is something which I am also kind of getting exposed to. Apart from that, I have been, you know, keen sports enthusiast. So, that is something which helps me unwind. And of course, you know, books, movies and I used to do a little bit of calligraphy earlier, which sometimes I do get time to kind of, you know, go back to time and again. So, I think that takes care of a lot of spare time. So, I think that's something that I have been doing. So, I think that's something that I have been doing.

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