According to a recent study, most Indians consume podcasts in the morning or in the evening when they commute to and from work. As many as 77 per cent listeners access these podcasts on their phones and are in the age group of 18 to 34 years. When asked about how IVM manages to capture attention of the Indian audience through audio, in a world immersed in visuals, Doshi replied, “Audio and video are fundamentally different content types and are consumed in drastically different ways - at different times of the day. Podcasts are created with the intent to be a single sense experience, and that has to be intentional; they will not work if that’s not the focus. This allows us to be intentional with the types of content we create. In some ways, audio vs video is a false narrative that’s been constructed to simplify the complex media diet that the modern content consumer has.”
From a brand perspective, IVM recently worked on shows for Aditya Birla Mutual Fund, Motilal Oswal, and have been working with Storytel India, Savaari, and PayTM Money. The company also publishes content for media organisations.
AUDIO AND VIDEO ARE FUNDAMENTALLY DIFFERENT CONTENT TYPES AND ARE CONSUMED IN DRASTICALLY DIFFERENT WAYS - AT DIFFERENT TIMES OF THE DAY. PODCASTS ARE CREATED WITH THE INTENT TO BE A SINGLE SENSE EXPERIENCE, AND THAT HAS TO BE INTENTIONAL; THEY WILL NOT WORK IF THAT’S NOT THE FOCUS. THIS ALLOWS US TO BE INTENTIONAL WITH THE TYPES OF CONTENT WE CREATE. IN SOME WAYS, AUDIO VS VIDEO IS A FALSE NARRATIVE THAT’S BEEN CONSTRUCTED TO SIMPLIFY THE COMPLEX MEDIA DIET THAT THE MODERN CONTENT CONSUMER HAS.
Some of IVM’s shows are hosted by some known names of the industry. One show which has earned itself a dedicated audience, Cyrus Says, is hosted by the much-loved comedian and actor, Cyrus Broacha. Another show belonging to the politics/economics genre, The Seen and the Unseen, is hosted by Amit Varma. Other interesting shows include The Ronnie Screwvala Project, an entrepreneurial series; Edges & Sledges, a sports talk show; Business.Next, a business news show; and The Greek Fruit Podcast, catering to pop culture; amongst a plethora of other shows belonging to the health, films, politics, food, style, technology, wine/dine, and travel themes.
The latest on IVM is The Colaba Cartel, hosted by five accomplished restaurateurs, Gauri Devidayal, Jay Yousuf, Abhishek Honawar, Pankil Shah and Sumit Gambhir, each one bringing their own set of entrepreneurial skills to the table.
The success of the shows essentially lies in the efficient use of technology. IVM invests in quality equipment to ensure that each podcast oozes the desired effect. Some of the equipment which helps the production of shows include, RØDE broadcaster, RØDE NT2000 large diaphragm microphone, RØDE NTG2 condenser shotgun microphone, Worker Bee microphones for high sound pressure levels, Shure SM58 microphone for musicians, Zoom H4n audio recorder, Midas M32R mixer, Neumann monitors and subwoofers, and Behringer headphone AMp.
HERE TO STAY?
According to the duo, podcasting is waiting to scale; the numbers in both: USA and China, are massive and they continue to grow. “We will see similar things in India. Talk content will see a thousand different types in terms of genres and formats. We aim to be involved in it for many years to come!” echoed the duo.