Rusa Banerjee

Associate Director at ZEE5

Exploring the Transformative Media Landscape With Rusa Banerjee

The world of communication has undergone a profound metamorphosis in the last 15 years. From the way we receive information to the methods we use to connect, every facet of communication has been touched by the relentless march of technological progress. The swift and dynamic evolution of communication mediums has not only transformed the way we interact but has also presented new opportunities and challenges across various sectors.

Join Prateek Kalra, Associate Director, of Sales at Pepper Content, and Rusa Banerjee Associate Director At ZEE5 as they discuss all this and more.

In this conversation, they embark on a journey through time, exploring how different communication mediums have evolved over the past 15 years. From the rise of social media and the proliferation of streaming platforms to the ever-present influence of artificial intelligence, each development has left an indelible mark on the communication landscape.


Here are some excerpts.

1. Tell us about your journey so far.

With over 15 years of experience in the field, I consider myself more of a media marketer. My journey has taken me through various sectors within the media landscape. It all began with radio, followed by a stint in print with ABP, and then a transition to television. I even had the opportunity to launch a movie channel before venturing into the realm of digital media. This unique journey has allowed me to observe the distinct aspects of radio, print, TV, and digital platforms. Currently, I find myself immersed in the world of digital media, a realm known for its dynamic nature and ever-changing landscape.

Unlike traditional mediums like print, TV, or radio which tend to remain somewhat constant, digital media provides the advantage of real-time data and insights. This is invaluable as we can gauge consumer preferences and measure the effectiveness of our communications. This ability to track and analyze data has positioned digital as the future of marketing. The ease of calculating return on investment (ROI) is one of its key strengths. Marketers, like myself, find solace in knowing the direct impact of our spending – for every 10 rupees invested, we can measure what we're getting in return. Hence, it's no surprise that digital platforms have become the preferred choice for many brands, thanks to their measurable nature.

2. How do you feel marketing has changed in these past 15 years?

Looking back over the past 15 years, it's evident that marketing has undergone significant changes. The landscape has shifted dramatically, offering consumers a plethora of choices and options that were unheard of back when I first entered the field. In the past, people were excited about offline events, eagerly tuning in to TV programs or radio shows. However, the rise of digital platforms has transformed the scenario. Nowadays, individuals are constantly engaged with social media, YouTube, and an array of online content sources.

The sheer abundance of options has led to a cluttered marketing environment, making it quite challenging to capture the attention of target audiences. Unlike a decade ago, where understanding your audience was relatively straightforward – such as identifying the readers of a particular newspaper or viewers of a specific TV channel – the current digital landscape offers diverse platforms with ever-changing user behaviors. This has prompted a paradigm shift in marketing strategies, demanding a more nuanced approach to communication and engagement.

With the advent of 4G and the rapid expansion of internet accessibility, the dynamics of marketing have transformed even further.

A primary change is the ever-shortening attention span of the current generation, which hovers around 15 to 20 minutes on average. Amidst this, the emergence of various digital platforms has intensified the competition for consumer attention.

Today's marketer faces the challenge of standing out in an ocean of choices. While this complexity can be overwhelming, it's essential to recognize that each medium carries its unique value. Traditional outlets like TV and print continue to have their relevance, while digital platforms offer real-time data and measurable results. As a marketer, adapting to this dynamic environment involves refining communication strategies – understanding what, who, and how to communicate effectively to capture the elusive consumer focus amidst the wealth of choices.

3. How do you feel a content marketer's life has changed?

Reflecting on how the life of a content marketer has evolved, I believe the digital revolution has played a pivotal role in shaping this transformation. Digital platforms have opened up vast avenues of employment and income generation, creating an unprecedented opportunity for people to showcase their talents and skills. Consider platforms like Instagram, where ordinary individuals can earn money by showcasing their unique abilities such as dancing, singing, or other talents. The key is understanding one's audience and catering to their preferences. This empowerment of content creators has given rise to a vibrant ecosystem where individuals can thrive by producing content that resonates with their target audience.

In the context of platforms like Zee5, which boasts numerous OTT channels, the content creation landscape has expanded exponentially. This era truly belongs to content creators, as they are no longer limited by traditional barriers. Now, anyone can delve into content creation, contributing to a diverse and rich market. Whether it's crafting videos, writing articles, or producing multimedia content, the avenues are open, allowing for innovation and creativity to flourish. This shift is indeed a remarkable testament to the power of the digital age, where content creation has become democratized, and creative individuals have the chance to shine and thrive.

4. How do you perceive AI's influence on content creation and its limitations?

From my perspective, AI has seamlessly integrated into our daily lives. For instance, the capabilities of chatbots like GPT are quite remarkable—they can handle various tasks with just a few prompts. However, this advancement also brings about concerns. There's a looming apprehension that AI could lead to significant job displacement. Companies might opt for AI-driven solutions instead of human resources, impacting employment dynamics. While it's hard to predict the exact extent of this impact, I do believe that AI will reshape the job landscape, potentially reducing opportunities in certain departments.

Despite the numerous tasks AI can accomplish, it still falls short in one crucial aspect: forging emotional connections.

In my field, we often conduct dipstick surveys and embrace design thinking—a research methodology that emphasizes empathetic engagement with people. AI can't replicate the emotional understanding and resonance that comes from human interactions.

Although AI is incredibly efficient, I foresee that it won't be able to fully replace the authentic and relatable connections that humans establish. While AI undoubtedly streamlines tasks, it also poses challenges and uncertainties for companies and individuals alike, as it could alter the job market landscape and redefine the way we interact with technology.

5. What's the ideal content definition for you?

In my view, content holds a paramount role, especially when seen through the lens of marketing. I define it as the amalgamation of a product and its image. Essentially, content serves as the bridge to establish and shape the brand's perception. To me, the essence of content lies in its ability to connect profoundly with the audience. To illustrate, let's consider recent topics like the Kashmir issue.

Effective content not only resonates with the audience but also captures timely themes, sparking conversations and engagement.

Take the case of RRR, a film that captures attention due to its larger-than-life narrative—offering an escape from the mundane. In the realm of OTT platforms, our research highlights the popularity of thrillers.

However, beyond the genre, the crux remains the art of storytelling. Be it a thrilling plot or a comedic tale, the narrative's craftsmanship, and its delivery are what truly set it apart.

Four crucial factors shape impactful content. First, it should stand out by being distinctive. Given the vast array of content options available, uniqueness becomes key. Second, the narrative's presentation holds significance. How the story unfolds and captivates the audience plays a pivotal role. Third, the content's relevance cannot be underestimated. Addressing current issues or emotions that resonate enhances its value. These three elements collectively guide the selection of content in an era abundant with choices across platforms.

6. How would you ideate or create your ideal content stack?

In shaping my ideal content stack, my approach hinges on distinguishing between content that fulfills personal creative fulfillment and content designed to meet specific business objectives. For instance, when crafting content for Zee5, my strategy revolves around data-driven decisions. I delve into genre preferences and audience preferences to determine what resonates.

From a business standpoint, I'd opt for producing captivating biographies like Narendra Modi's or Mamata Banerjee's, as I recognize their potential to drive subscriptions and engagement on the platform.

On the other hand, when curating content for my aspirations, I envision creating a short film that encapsulates the daily lives of individuals from diverse backgrounds. This could involve spending a day in a village, capturing their routines, and contrasting it with the lifestyle of someone exceptionally affluent. I aim to highlight the nuances of existence and emphasize that despite disparities, our fundamental experiences—eating, sleeping, etc.—remain akin. This type of project would be driven by a desire to explore perspectives and bridge societal gaps.

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