Turning Coffee Shops in to Film, Music & Book screening/purchase centers
By: Amit Bhushan Date; 30th Sept. 2014
The potential of Technology has not been fully exploited. Especially not to the extent, as penny-pinching India scrambling to save money would like to have. This is because we have limited ourselves mainly to Western models of Service Distribution even though many of those service products could be made in India. If India were to experiment further, newer distribution models could emerge and change the contours of how such businesses are conducted and how the services are consumed. I have previously written article on how Education can be reformed using Tablet/Pad. This article is in continuation of the same thought lines though it proposes to 'reform' the distribution industry for Films, Books and Music. I think perhaps its time that Indian Industry engages in some wholesome reforms thinking so that it is able to redefine things more completely to give rise to entirely new paradigms rather than following the browbeaten path laid down by the industry in West.
Take for example our Film distribution industry. Even though we are the largest Industry in the World, we still follow the Western distribution model of having Cinemas/I Max theatres followed by Television rights and are trying to develop market for sales of co-branded stuff - a la Hollywood style. This is even when we know that publics in India are pressed and constrained with not having the same high disposable incomes. If however our industry seriously considers distribution of movies at Tea or coffee houses, an entire new set of target audience can be afforded to be given Cinema experience. This can be done by connecting Tea or Coffee houses with satellite based distributors and deploying supporting Wi-Fi equipment at these houses. The ordinary public visiting these tea or coffee houses can then connect their Tablets/Pads to watch the movies. These coffee houses can have a minimum charge based on the facilities. (Some technological checks can be put in place to deter 'downloads'). The public should be supported to enjoy the latest flick without the constraints of timing. Additionally, some of the coffee houses can also be prodded to have 3 D- screens and supporting glasses which can be offered to public on 'Rent'.
The above idea, if implemented brings a whole new paradigm of distribution of flicks to Bollywood and takes them to impart leadership in distribution as well as in reaching out to audience. In fact a whole new class of restaurants, tea stalls and coffee shops or even pubs to turn in and become the audience out reach program for the flicks. The Industry may benefit by reaching out to different classes of audience at 'their favourite Coffee Shop' and charging as per affordability factor. This may also help control the menace of piracy to some extent and help maximize revenues. It may be noted that the industry's failure to experiment it with such models causes them to loose revenues as the 'audience with paying capacity also turns to pirated products' for such reasons, although the media only reports about the poor buying pirated products from say Nehru Place or the likes… Some of those people may not be of any concern to the industry because of their not at all being part of target customers any ways. Such experimentations can help the industry to reach the audience is remote nook and corners of the country as well as abroad (in Indian Restaurants all over the World) from the day of launch and remain in business till the service is in demand amongst the audience rather than at the mercy of the distributors. This paradigm may help Indian industry to penetrate the global markets much better than present where the distributors dominate distribution and help support a particular industry's dominance.
The same set of principles can be applied to distribution of Music and Books. The audience can be supported with facility to review books or music and this can be followed up with paid 'downloads'. The 'coffee shops' can become POS and promotion areas for the producers as well as contact centers for 'stars' to connect with audience. It is pertinent that our industry gets into a rethink mode to design, develop and distribute products and services based on our own market conditions rather than follow copy cat models. Such models can be explored to be 'exported' to other countries who face similar conditions as ours as well so that we can help them progress as well. This will enhance the credibility of the industry as well as improve their revenue realization and meet up with market expectations better. May be it's just the time to experiment…
By: Amit Bhushan Date; 30th Sept. 2014
The potential of Technology has not been fully exploited. Especially not to the extent, as penny-pinching India scrambling to save money would like to have. This is because we have limited ourselves mainly to Western models of Service Distribution even though many of those service products could be made in India. If India were to experiment further, newer distribution models could emerge and change the contours of how such businesses are conducted and how the services are consumed. I have previously written article on how Education can be reformed using Tablet/Pad. This article is in continuation of the same thought lines though it proposes to 'reform' the distribution industry for Films, Books and Music. I think perhaps its time that Indian Industry engages in some wholesome reforms thinking so that it is able to redefine things more completely to give rise to entirely new paradigms rather than following the browbeaten path laid down by the industry in West.
Take for example our Film distribution industry. Even though we are the largest Industry in the World, we still follow the Western distribution model of having Cinemas/I Max theatres followed by Television rights and are trying to develop market for sales of co-branded stuff - a la Hollywood style. This is even when we know that publics in India are pressed and constrained with not having the same high disposable incomes. If however our industry seriously considers distribution of movies at Tea or coffee houses, an entire new set of target audience can be afforded to be given Cinema experience. This can be done by connecting Tea or Coffee houses with satellite based distributors and deploying supporting Wi-Fi equipment at these houses. The ordinary public visiting these tea or coffee houses can then connect their Tablets/Pads to watch the movies. These coffee houses can have a minimum charge based on the facilities. (Some technological checks can be put in place to deter 'downloads'). The public should be supported to enjoy the latest flick without the constraints of timing. Additionally, some of the coffee houses can also be prodded to have 3 D- screens and supporting glasses which can be offered to public on 'Rent'.
The above idea, if implemented brings a whole new paradigm of distribution of flicks to Bollywood and takes them to impart leadership in distribution as well as in reaching out to audience. In fact a whole new class of restaurants, tea stalls and coffee shops or even pubs to turn in and become the audience out reach program for the flicks. The Industry may benefit by reaching out to different classes of audience at 'their favourite Coffee Shop' and charging as per affordability factor. This may also help control the menace of piracy to some extent and help maximize revenues. It may be noted that the industry's failure to experiment it with such models causes them to loose revenues as the 'audience with paying capacity also turns to pirated products' for such reasons, although the media only reports about the poor buying pirated products from say Nehru Place or the likes… Some of those people may not be of any concern to the industry because of their not at all being part of target customers any ways. Such experimentations can help the industry to reach the audience is remote nook and corners of the country as well as abroad (in Indian Restaurants all over the World) from the day of launch and remain in business till the service is in demand amongst the audience rather than at the mercy of the distributors. This paradigm may help Indian industry to penetrate the global markets much better than present where the distributors dominate distribution and help support a particular industry's dominance.
The same set of principles can be applied to distribution of Music and Books. The audience can be supported with facility to review books or music and this can be followed up with paid 'downloads'. The 'coffee shops' can become POS and promotion areas for the producers as well as contact centers for 'stars' to connect with audience. It is pertinent that our industry gets into a rethink mode to design, develop and distribute products and services based on our own market conditions rather than follow copy cat models. Such models can be explored to be 'exported' to other countries who face similar conditions as ours as well so that we can help them progress as well. This will enhance the credibility of the industry as well as improve their revenue realization and meet up with market expectations better. May be it's just the time to experiment…