In this Industry Spotlight with Creative First, Akul Tripathi, Producer, Director, Actor, and Creative Strategist, and Lohita Sujith, Sr. Director, Copyright & Digital Economy, Motion Picture Association, discussed his journey and insights into content creation and management.

Akul started by explaining how he was drawn to content creation around the time when non-fiction programming such as dance reality shows and quiz shows were just starting. He emphasized the drastic change in storytelling and content consumption with digital platforms shortening attention spans and necessitating more engaging content. He also spoke about the challenge of maintaining viewer interest with clickbait and continuousengagement.

Akul also spoke about how the documentary and non-fiction market was a niche one, with about 20% of audiences engaging with the genre. While niche, the audience was global in nature with similar demographics and interests regardless of their location. This combined with the availability of content, and the absence of a dedicated platform, presented an opportunity for setting up Docubay, which is now a leading platform globally for documentaries.

Discussing strategies for audience engagement, he highlighted the importance of good storytelling tailored to specific audiences, emphasizing the need for relatable or aspirational content. He encouraged the influence of local cultural elements on global media trends, suggesting a blend of local authenticity with global appeal.

Akul praised government initiatives for decentralizing content production, enabling diverse storytelling from regions previously unexplored, like Jharkhand and Meghalaya. He also addressed the quality versus quantity debate, advocating for consistent quality to retain audiences amid vast content availability.

Looking ahead, Akul predicted advancements in technology, such as virtual reality and immersive storytelling, will drive future media trends, offering new ways to engage audiences. He highlighted a recent 360-degree film by A.R. Rahman as an example of innovative storytelling. Akul concluded by focusing on the importance of adapting to technological changes while maintaining the core of good storytelling.  In order to maintain greater efficiency in the decentralised production landscape, he covered the relevance of teaching new filmmakers industry fundamentals and work ethics.