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Devdutt Kshirsagar's avatar

There are ways to generate revenue from data led story telling in broadcasting. The measure of what constitutes value in ratings is slowly changing. Advertisers need to be shown the value in it. The value can only be seen when data can tell a story repeatedly and can do so in scale. That's where the role of analysts becomes vital. It is not anything complex, the analysts must develop trust and understand the business requirements in detail before being in a position to influence things. With the rise of better data integration and strong AR-led graphics, it is bound to happen sooner than later. But we are still a fair bit away due to the complexities of lack of centralisation of data.

What we do need from an analysis perspective is the ability to have a better understanding of what a broadcasters' role is and process becomes difficult because of how media rights are structured currently and probably forever. Quite often, the nuance is missed.

Keen to know your thoughts

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