Digital is a story which is still being built, the real scale for digital will take time."ĭespite the tough market conditions due to the second wave of the pandemic, Gada is confident that both his broadcast as well as his OTT business would be profitable much before the usual gestation period of five-six years.Early in “The Disciple,” a brilliantly composed, rigorously intelligent new movie from the Indian writer-director Chaitanya Tamhane, a young man named Sharad (Aditya Modak) sits at a table offering rare musical treasures for sale. If we can sharpen our consumer offerings, we can scale well. There are multiple cohorts available in broadcast too, as India is a huge country with diverse content preferences. "There is decent room available for growth. The Rs 470 crore home-grown media company is expecting its broadcast business to contribute substantially in the near-term. Even advertisers are wanting to advertise on FTA channels in order to reach out to rural and semi-urban consumers." He agrees that GEC is a tough game, but if played well, there still is room for many players. "Most of the new users will come in FTA, as the bulk of the TV consumption, going forward, will happen in the rural markets. Gada has chosen to operate in the free-to-air (FTA) channel space as he believes that is where the growth lies. The idea is to increasingly focus on regional and devotional. While Bollywood content currently is the mainstay, Gada's strategy is to look beyond. "We are identifying other B2C cohorts, where we have the capability of producing original content," he further explains. After being operational for two years, Gada has finally launched original content in Gujarati on ShemarooMe. "The important criteria for us to consider getting into a new business is to find out whether it is a scalable opportunity and if we have the right to win," explains Gada.
Hiren Gada, CEO, Shemaroo Entertainment, claims that his strategy of not chasing expensive original content has worked well. Despite offering old content, the company made its offering subscription-based (Rs 999 per year for the all-access pack and Rs 499 per year for the regional packs). It created content cohorts such as Bollywood, regional (Gujarati, Punjabi Marathi and Bengali) and devotional. Apart from playing the content on ShemarooMe, it made it available on telcos as well as international video platforms that catered to the diaspora audience.
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