The way the regional markets, languages other than Hindi, are growing, we continue to be very bullish and positive about that. And hence, what you are seeing is that, in a market like this, we are going ahead with four launches in a day, because we are fundamentally clear that it’s not just a one, or two year, but a 10 year, kind of a trend. So that’s the first.
The second one is the big shift we are driving instead of thinking just language and content, how do you start by first thinking about the consumer. The FMCG world has done that for a living, where a bar of soap would go through an 18-month project where there will be tonnes of consumer research that will be done before you launch the product. A person uses a soap for three minutes a day, but a person views content four hours in a day. So by any stretch of imagination, that is a more valuable part of their life, because they are spending that much more time. So how do you make sure that you understand your consumer so well, that you get them to spend that kind of time with you?
That is what we are driving. We are betting on that and making sure that anything we do, starting with the content that we put on air, the consumer is kept at the center, and we believe that it is a big trend.
The third big thing will be just like we say consumer and content, the same conversation is true for the customer as well, which is the advertiser on one side, and we are seeing our DPO partners with the NTO conversation, it is no longer a b2b conversation. It is a b2c conversation. So it is B to B to C. And hence, in that sense, the consumer and customer centricity conversation stretches not just to the viewer, but to advertisers as well, because advertisers are seeking solutions now. The conversation they would like to have is, ‘This is the problem I have, can you help me solve this problem?’ So how do we offer solutions to them rather than the most efficient, cheapest and best reach.