...continued from Part I
According to Sodhi, technology is pivotal to broadcasting. When asked about whether technology is the foundation pillar on which the entire broadcast system and network stand, Sodhi nodded and exclaimed, “Absolutely! Technology is the backbone of our business. At Sony LIV - our OTT app, we invest heavily in technology to bring to the consumers a fulfilling experience.”
With the introduction of digital platforms and OTT services, most of the viewers using conventional means, have now transitioned to digital screens for their consumption needs. “The consumption on our app – Sony LIV, has increased threefold in the last one year, as compared to previous years. This is especially motivating for us, and great for the industry,” pointed Sodhi.
With the availability of a larger bandwidth across the country, it has become easier for SPN India to deliver and transmit content to the most remote locations pan India.
CONFRONTING THE IFs AND BUTs
Every skilled individual owes his expertise to the obstacles that turn up on the road to success. For Sodhi, a few important challenges he encountered at SPN India in the past 4-5 years, have been the evolution and adoption of the ever-changing trends. “Being a media company, we began our digital voyage around 6 years back, just when everything around us was starting to get digitised. We, at SPN India, were the first broadcasters to embrace the change head-on by introducing our OTT application – Sony LIV,” explained Sodhi.
Behind every successful venture, is a hard-working and dedicated team of individuals – they say. At SPN India, the story is no different. Sodhi attributed SPN India’s success to informed business partnerships, a strong network, and his talented team. He said, “Apart from investing well in our back-end technology, we brought in expert partners to build the application – to help us deliver great content.”
Being a media company, we began our digital voyage around 6 years back, just when everything around us was starting to get digitised.
India is a big market for sports consumption. The frenzy surrounding cricket cups and football matches is quite evident not only amongst the youth, but people of all age groups. SPN India leveraged this opportunity, to broadcast live sports to their consumers. “The main challenge we faced was during trying to deliver sports content. We were one of the first to stream the FIFA World Cup, back in 2014. Last year, we recorded a whopping 70 million users of the Sony LIV app, during the FIFA World Cup. To put it in context, this number makes us one of the most-used applications for FIFA World Cup!” exclaimed Sodhi.
The FIFA World Cup 2018 was streamed live, with commentary in six different languages for viewers to choose from. It was being broadcasted to most locations across India to a huge consumer database, without distance playing spoilt-sport. The streaming was also accessible on most devices like the Fire Stick, iOS and Android. “We had to accommodate multiple environments and consumer expectations simultaneously, in six languages. This was only possible because of the strong technological eco-system we had put our money in,” said Sodhi.