Viacom18 is betting on digital content along with continued success of its existing Colors Entertainment Channel
JAI DAGA
VIACOM18 MEDIA
From an IT point of view, we started with understanding what could be on the Cloud side and what all could be automated. My idea of digitalisation is that it is more than just a buzzword. The more you go with automation, the more paperless it is and the work flow management becomes easier.
Viacom18 Media Pvt Limited, a joint venture media company between US-based Viacom and Mumbai-based Network 18 Group, would have never thought in 2007 that media consumption in India would change so drastically with smartphones replacing television sets to such an extent.
People, mostly youngsters, are consuming content on-the-go and thereby the company too plans to transform digitally in the way they deliver content to the viewers. The company, which launched in India with entertainment channel Colors, one of the most popular channels in India till date, launched OTT platform, Voot, alongside strengthening traditional broadcasting. “Initially, we were into pure play broadcasting but in the last three years, we have taken up the digital transformation route. We now have digital content, the OTT platform, Voot,” says Jai Daga, Head IT Infrastructure and Operations, Viacom18.
However, says Jai, that while getting into digital content was more from a business point of view, the company has taken an overall initiative to become a true digital company as that is the future.
There have been initiatives to digitise its various functions, verticals and departments, from corporate functions to content delivery. “We are on a hybrid model when it comes to Cloud. We have implemented many IS initiatives to enable internal employees and with the objective of 'Simplify IT'. Some of these are O365, Self-Service Portal (for passwords), smart printing, ITSM tool with workflow management and Aruba so that the IT guys do not have to be called up anymore,” says Jai, adding the function rolled out a creative campaign to drive this change which people can relate to and created a buzzword in the organisation. “This was quite challenging,” he quips.
The company is working on ways on how to leverage Cloud wherein you are connected to all the setups from any part of the world. “Some of the areas we are planning to embark on next year onwards is VDI, One-drive and application on Cloud,” he adds.
On how digital transformation has impacted the business, Jai says it looks like an expensive investment but pays you back in the long-term. “Business benefits are not beyond savings or costs but how the user experience has changed. Technology should enable and increase efficiency and productivity of your employees which is directly proportional to revenue growth,” adds Jai.
With the cost of infrastructure and real estate skyrocketting every year, Jai says the company has decided to take a balanced approach by moving to Cloud. On the changing roles of CIOs or technology teams, Jai feels, “CIOs not only have to keep themselves appraised of the latest trends and disruptions in technology space but need to understand the business requirements too. At times, be like a pre-sales or sales guy as information is available everywhere and many-a-times technology is pitched to the senior management with a few buzzwords and jargons. So, all major initiatives need to be pitched, considering the cost, timelines, business requirement and most importantly, stakeholders' expectations. The role of a CIO is not just to evaluate the technology point of view but on how he can sell it internally to the organisation. It matters a lot.”
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