How TV, Print Media Firms Are Leveraging Digital Technologies


Digital disruption is impacting industries across the world. There is no industry left untouched. It is also affecting the Media and Entertainment industry in several ways. Whereas digital disruption has hiked consumer expectations and requirements manifold, it has also created digital rivals. Companies that are basically digital organizations and are digital natives. These organizations are giving TV and print a hot chase for their money. India’s media industry is consolidating. A slowdown in the Indian economy, along with a dip in advertising revenues as well as digital disruption, are making the situation challenging. In such a situation, media companies must leverage digital technologies such as enterprise software or smartphones to streamline business and increase the efficiency of operations.

How the print medium is utilizing digital disruption

Advertisements are the biggest part of a newspaper’s revenue. Sales staff are usually on the move. Timely approval of advertisement discounts for clients as well as meeting production deadlines is of paramount importance. Moreover, Indian print media houses are facing other challenges too. Digital disruption is making them reinvent in order to chase the demanding customers. Growth in digital sector is at times harming revenues as they employ far smarter technology and surge ahead in the race. Traditional business models have to be rethought. Media enterprises have to innovate in order to be relevant and forge new business models to thrive in the digital world.

“We have started incorporating innovative features to reach out to the public as well as consolidate our base. We have been successful. Application mobility is necessary for sales representatives in the field to meet audit requirements for online accountability, especially for our newspaper ad business. Staff member satisfaction has improved significantly as the sales team can use tablets to connect,” said Sarbani Bhatia, Senior Vice President, IT, Dainik Jagran, recently. The company has implemented several digital cutting edge technologies for business processes.

The organization’s portal integrates aspects of enterprise resource planning (ERP) software application like organizational mass mailing, management information system, and business intelligence. Workflow processes are streamlined as users are provided with an integrated as well as intuitive interface.

‘A big chunk of the sales staff members can connect through tablets as well as receive approvals from managers even as they are on the move on the field. This ensures that there is no need to get back to office to get stuff done. This can enhance business agility as well as efficiency for media organizations. In such scenarios, an ERP can give a definitive edge to business operations. Most organizations typically use outdated systems like spreadsheets or pen and paper to manage accounting and business operations. These digital technologies can even help small players leverage their business,’ said Shashank Dixit, CEO and Founder, Deskera.

This is true. Cloud-based products do not require lengthy implementation process and can be accessed from anywhere by an electronic device. Applications such as ERP, Customer Relationship Management (CRM), Human Resource Management System (HRMS), Project Management (PM) and Learning Management System (LMS) can help automate business tasks like book keeping, payroll processing, workforce management and others. In fact, the products can find application in other industries too such as trading and distribution, manufacturing, engineering, and construction. Cloud-based applications are integrated and can talk to each other. The simple-to-use features and interactive interface make them user-friendly.

MoJo: Leveraging smartphone revolution for productivity in TV Industry

Talking about how media houses are trying to stay relevant and going for digital innovations, Shweta Jain, Senior Vice President, Software Solutions, NDTV described how her organization cut the flab through innovative methods like providing MoJo (mobile journalism) kits to journalists.

“The innovative technique is a cloud platform to upload video footage for both TV and digital platforms and works in sync with our vision of placing a reporter at center of innovation. It has been helpful in cutting costs. Moreover, the kit is handy for reporting on crisis situations such as the Bihar and Mumbai floods. Our reporters can capture and edit data such as pictures, videos, and scripts. They are able to upload media in almost real time, reducing time-to-air from hours to minutes,” Jain added.

The road ahead

There are even bigger challenges on the horizon with digital platforms like Facebook, Google and Amazon making inroads into the area of exclusive news content. For example, Facebook recently allowed users to monetize its news feed with video content offering advertisers a chunk of the profits. This paradigm change will shift even further and other large platforms will soon join the race.

Despite such transitions, media companies will emerge stronger and better in the coming months and one may expect to see serious, quality journalism. Nonetheless, there’s no second thought that television and print media should embrace the digital revolution in order to emerge more powerful with strong and sustainable models.

[The author is a tech evangelist, environmentalist, women's rights advocate, editor, columnist and founder of]