We are exploring mobile apps, Internet video portals to monetize content

Sony Entertainment Television (SET) is one of India's leading television
channel operators. Running its business in India and abroad, the channel is
known for its innovations. In an interview with VOICE&DATA, Ajay Kumar Meher,
VP, IT and new media, MSM, Sony Entertainment Television unveils the
technological deployments and future plans of the company. Excerpts

What are the critical components of ICT deployments in your company?

Telecom and ICT deployments have become increasingly necessary for any
organization to integrate its operations. We try to leverage its optimum
benefits. The company is constantly upgrading its infrastructure for better
manageability at all levels.

Multi Screen Media India has five locations and two data centers. Our main
center is in Mumbai and other offices at Kolkata, Mumbai, Bengaluru, Chennai,
and Delhi. All these locations are interconnected by a MPLS. Also the broadcast
center is in Singapore, which is connected from Mumbai through a MPLS network.

For effective business communications and streamlining business processes,
MSM India is deploying Microsoft Exchange and Microsoft OCS for unified
communications. We see scalable infrastructure as an important ingredient to
ensure smooth collaboration. Our company is also deploying distribution of
digital content. MSM is always ready to go for the selection and adoption of
latest technologies to have better RoI and customer satisfaction. The technology
infrastructure of MSM can be broadly divided into two parts. One is generic IT
and the other is broadcast infrastructure. The generic IT infrastructure is
critical. But the broadcast infrastructure is business critical in nature. Both
are integrated to provide the best to customers.

How do you mitigate the challenges of securing your media assets?

Well, being in the media industry making sure that we keep our content safe
is very important.

For this we have already deployed information rights management. With this
deployment we can completely secure any data or document. It is not only
password encrypted but is secured at multiple layers to avoid any leakage of
data.

The other deployment which we are aggressively working on is digital rights
management in which our digital content will be made more secure. Any unethical
copying or transmitting of data will be prohibited after its implementation.
Also, as a company policy our USB devices, CDs are vigilantly monitored. We also
have a policy based access to USB and CD Drives.

Media channels are increasingly trying to capitalize their content using
mobiles. How are you trying to leverage this opportunity?

Like other media houses, voting and contests on reality shows are ongoing
activities. Apart from that, we are exploring mobile applications and Internet
video portals to monetize the content. In this age of reality shows, you cannot
go on churning what you want to show. But you have to know the opinion of the
audience to produce shows that could become popular among the masses. The
ongoing activities on mobile give us a sneak into the instant reaction that is
generated among spectators once the show goes on air.

Video portals are also increasing the life of a show which we are constantly
exploring to give the very best as well as to maintain that they are not time
bound.

Now that convergence is taking place in ICT, how important would it be for
TV channels?

Convergence will make a difference for TV channels as it is growing from TV
to Internet and mobile. Mobile TV can be easily hailed as the herald of true
convergence. The realization of a successful mobile TV service demands the
participation of many players and the establishment of a functional working
relationship. These multiple stakeholders need to collaborate to ensure that
content is delivered to the target audience. Sony is quite excited as it will be
able to produce its archives on sale or for free. This will not only add to the
revenues of the company, but also give viewers the power of choice. Availability
of 'content on demand' will be the biggest advantage in the aftermath of
convergence. Choosing the right partners and clarity in their respective roles
in the value chain will be essential in making the integration of various
technologies successful. Convergence will help us to grow the platform. TV on
the move will be yet another revolution that will not only give a new life to
the technologies, but also make the channels leverage this huge opportunity to
offer better and updated services from the channels.

Can you share the range of connectivity solutions used by the company?

Better connectivity means better opportunities. This prerequisite is taken
care with great responsibility in the organization. There are lot of
connectivity solutions that we have in our company. The major ones that are used
are Internet, MPLS, IMPLS that keep us connected in and out all the time.

With the workforce that looks for information on the move, we constantly
endeavor to converge various technologies to integrate our far flung offices and
manpower which is spread all over the country.

What are the new trends?

Convergence of broadcasting and telecommunications are in their early
stages. Convergence basically describes two trends: the ability of different
network platforms (broadcast, satellite, cable, telecommunications) to carry
similar kind of services; and the merging of consumer devices such as
telephones, televisions, or PCs. Convergence is a key trend and it is an ongoing
technology. 3G (now the latest is 4G) will make a difference in a broadcast
organization like us. Lastly, cloud penetration will make the impact more
meaningful.

Are you satisfied with QoS on the bandwidth front?

The Indian telecom space is very competitive, and telcos are working hard to
match the quality which is at par with any international carrier. And if you
talk about QoS, it is improving day by day. I will also like to share that like
many global organizations, we leverage the technology adopted by our global
parents and also see how to integrate ourself with our global organization, so
as to produce the best for our viewers.

In which part of your business, are you exploring outsourcing?

We aggressively outsource in IT. Our net management, data centers,
applications management, broadcast management are also outsourced. I would also
like to mention that while we outsource, we also focus on outsourcing security
and scalability.

How do you think IPTV and mobile TV broadcasting are going to evolve in
the country?

Slowly, but it will definitely evolve in India. All broadcasters are having
a different focus, and people would like to have different media to access
content.

Is there any new technology deployment that is proving to be an edge in
enhancing efficiency?

The company is constantly looking at the domestic as well as the
international space to get the best technology as well as to establish strategic
partnerships which can help us tap the market potential. After the launch of 3G
and WiMax, a plethora of options will open for the Indian audience and to
capture their attention in the competition will be tough. We will be looking
forward to constant evolution so as to produce quality work.

Archana Singh

archanasi@cybermedia.co.in