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PTC Network Creates Content According To Consumer Behavior: Rabindra Narayan

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By Pallavi Sood
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PTC Network Creates Content According To Consumer Behavior: Rabindra Narayan
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PTC Network's Managing Director, Mr. Rabindra Narayan attended the launch event of BW Marketing Whitebook 2018 at Gurgaon. In the event, he got a chance to answer a few questions asked during an educative and engaging session about the Changing Consumer Behavior.  PTC Punjabi is known to be the number one Punjabi entertainment TV channel in World.

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At the event, Mr Narayan was asked how he sees the entire revolution of the consumers? What is the differentiator between what happens now to what happened earlier.

In a reply, PTC’s managing director said that “It’s been a generational change all across the country. First, we had the world coming to India. Now, we are in a situation where India is going to the world and you find Indians everywehere.”

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He said that it’s all about conversing to the Punjabi audience. The Punjabi audience in Punjab is diverse than what we are today having in Brampton in Canada, to the audience in Australia or the audience in London. Each community has diversified, each individual has started behaving differently because the world suddenly opened up and we went to the world, which meant that the choices are now more informed and we are grabbing attention in seconds.

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He was then asked about how is the content evolved in the period of 25 years?

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To which he replied that “the content is still evolving. The pace with which human behavior is changing, the content is trying to match the pace with it”. We are still having a serial being made in India and being broadcasted in Canada or Australia. We started two years ago in Punjabi, around 30% of the content produced is in Canada or in USA, UK. The audience outside India is totally behaving differently and will relate to you only when you talk to them about their life, their agenda, their work and their likes and dislikes. So, we need to produce content for that audience now.

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Then, Mr Rabindra Narayan was asked that Is his communicating strategy in India totally different from what he is using in Canada.

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In a reply, he said that earlier if a commercial was created in Canada, the similar thing was created for India also in our language but now the things have changed. The communication, strategy and everything else is localized. We have now moved to an era of cloud platform for telecast.

Next question for PTC’s managing director was that “As the attention span is coming down. So, how does he see the television evolving because most of the youth today is not consuming television on television exactly but have moved to the web.

He replied that the content is now the king. The delivery medium is now changed and people are buying gadgets for more. Today, no one is buying a television to watch a serial or something but you have to give them something more. Content creator has to change and adapt the change. Now, the consumer asks for what he wants and if you have what exactly your consumer wants you can good to go. So, nowadays we are producing content which is feasible for every platform which our consumer wants.

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