Does HD even have a future in the Indian market?
High definition is on track to reach mainstream status in India, and we are very pleased with the Blu-ray format’s overall performance & growth, both from a software and a hardware perspective. Sony Electronics recently launched a Blu-ray player for Rs.9,990 and there was a nearly 200% growth in Blu-ray software sales during the first quarter of 2010 over the same period last year. We’re continuing to see the percentage of a title’s overall sales increase on Blu-ray, with some key titles spiking at 35% or higher. There’s a hunger in this market for HD content, particularly with the increasing HDTV penetration amongst Indian households, and Blu-ray provides the absolute best in high-definition for the home. We aim to be the first studio in India to reach 500 titles on Blu-ray and acquisition of Indian content is a critical part of our HD strategy.
But isn’t film distribution turning out to be a risky business?
Not really. By utilising both physical media and digital distribution, we’re able to offer a choice to the consumer. This choice allows them to enjoy their movie in pristine high-definition in the home, in standard-definition for those who have yet to upgrade to high-def, or as a download for on-the-go viewing via their PC or favourite portable device. We also offer the option to purchase or rent in a variety of formats, rounding out the wide array of options we can provide today’s consumers. In the past, we were more focused on the breakdown of how many DVD units were needed for sell-through & rental. But now, as the home entertainment spectrum has rapidly expanded, we’re looking at all methods of distribution. In order for the home entertainment industry to grow, we must be smart and adapt to ever-changing consumer behaviour and the evolving landscape of physical and digital media.
How do you handle piracy issues?
Our Anti piracy efforts are handled very effectively by the Motion Picture Association of America (India office), which engages in enforcement, lobbying and litigation. Going forward, studios need to combine forces and resources more effectively to take on our single largest common competitor. Also, as piracy moves online, digital pirates are becoming increasingly adept at generating awareness via online marketing and dominating search engine results. These are areas where we can and must take them on by addressing the issue of quality as this has been proven to be the leading reason for consumers to stay away from pirated products on the web..
Neha Saraiya & Sanchit Verma
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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