Hey, everyone. So as you've heard, my name's Matt Scales. I'm with the web developer relations team at Google. Today, I'm going to talk to you about creating media on the web. So you heard earlier from Tal about how there are billions of users coming online and how the mobile web is a great way to reach them. One of the things those users are going to want to do is to create and share media. Now, the web has always been a great platform for sharing, sharing what we're doing, things that we've found, things that we've made. You just post a link to whatever it is, and anyone can just click it and go straight to it. But until very recently, creating photos, recording videos, editing and filtering these results was pretty tough, if not impossible. Now, thanks to some pretty good progress over the last couple of years, you can do all of this on the mobile web right on the device. New APIs have landed that let you create rich media content. So I'm going to talk today a little bit about the challenges that are still being worked on, and I'll look ahead to some even more exciting things that are coming in the future. But first, I'd like to introduce Jenny and Peter from Instagram, who are going to tell us how Instagram are using these features on the mobile web today. Thanks, Matt. Instagram's mission is to strengthen relationships through shared experiences. As we can continue to connect more of the world, our biggest opportunities are emerging markets. Countries where more and more people are starting to use the internet through mobile devices. To this end, Instagram is investing in mobile web support, where to make it easier for people to use Instagram where devices have limited storage or connections are unreliable. As a media heavy application, how do we deliver the Instagram experience within the limitations of web? Today, we're going to share some of the best practices. Most of you probably recognize Instagram as a native application. What most of you probably didn't realize until this conference is that starting this year, we started building out our mobile web experience. This is instagram.com. Thanks to the existence of new APIs, Chrome will prompt you, when certain criteria are met, to install progressive web application like ours to the home screen in the background. Now I'm going to show you a demo of our progressive web application. Here's a native app that you're familiar with. Like the native app, you can see that the progressive web app gets a zone icon. When you click it, it loads the same experience as instagram.com, but without looking like it's in a browser. This allows users, particularly in emerging markets, whose phones or connections may limit them from downloading, using, or wanting to use a native app to get a true app-like experience using our web product. You have stories. And you have the content you follow with the people in the feed. And you can take photos as well. So I'd like to take a photo of all you lovely people. Can we get the house lights on, please? And then you can see that we have the filters. So let's post this. Not the best at swipe. And share it out. And there you go. So back to slides, please. Thanks. Now we're going to talk about the technical details about how we implemented several of these features. Specifically, we're going to deep dive into how to add a progressive web app to the home screen, video playback using adaptive streaming, image capture and filters on web, as well as offline support. One thing to note is that the majority of the features we're talking about today is Android only. However, because our target audience are emerging markets, and emerging markets are almost exclusively Android markets, this didn't really limit our reach. So let's talk about how to get the phone to prompt us to add to home screen. There are a few requirements to make this work. First, you need a web app manifest like this one. The required fields are name, which is used in the prompt, short name, which is used on the home screen, start URL to load, and the icon that's used on the home screen. In addition, you need to have service workers registered on your site. For this, we use Workbox, a set of libraries and abstractions for service workers that Jeff talked about yesterday and Eva mentioned as well. And this is registered through router.register route. As a prerequisite for using a service worker, your site must be loaded in HTTPS, something we're already doing. And finally, the person coming to the site needs to trigger an engagement metric. Right now, Google has to set to 20 or 30 seconds on the site for the prompt to trigger. For testing and development, though, you don't want to be waiting 20 or 30 seconds every time. So you can get the prompt to trigger without the engagement metric by going to Chrome Flags and then turning on bypass engagement check mode. This is what the prompt looks like. Unfortunately, it doesn't allow for much customization and doesn't display information about what you're adding. Now, Owen did mention yesterday that there is a new add to home modal flow coming. But since that isn't available yet, and despite requiring an additional click, we implemented our own modal to give more information to users before having Chrome prompt them. In order to accomplish this, we added an event listener before registering the service worker. This event listener listens for a before-installed prompt event and prevents the event from triggering, and then instead saving it off to be triggered later. So we deliver a modal, and when the user clicks Add, we then show the Chrome prompt, which was previously deferred. And that's how you can give your mobile web users the feeling of being a native app. Now, Peter will talk about how we made this experience more engaging with optimized video performance. Yeah, thanks, Jenny. In areas where network resilience and reliability issues are commonplace, video playback is generally a poor experience. You have a choice between a low-quality video or a higher-quality video that buffers and stalls. One solution for this experience is adaptive bitrate streaming. With ABR, the video is broken up into a sequence of segments, where each segment is encoded in multiple bitrates. Here we have high, medium, and low. A manifest is then created, which contains detailed information of each segment and how to fetch it. Now, using the segment, the clients are then able to decide either to switch to a higher or lower bitrate depending on current network conditions. Now, our first step of integration was to choose a client-side player. We were looking for something that was open source, supported open standards, and was extensible. We found Chaka Player was a great out-of-box experience, great out-of-box solution for our initial experiments. So in this video, it's a comparison between our existing video player on the left and a Chaka Player on the right. They're actually playing at the same speed, but you can see the video on the left buffering and stalling as we transition to 2G network conditions. The adaptive video on the other hand is able to continue with smooth playback. Now let's look at how we integrated. So this is a standard integration. You'd create a new Chaka Player instance and pass it a video element. You then load the manifest file that I described earlier. So with this approach, there's actually another round trip just to fetch the manifest file. But we wanted to avoid this. In our case, before even creating the Chaka Player, we already had the manifest content. So we had to approach this a little differently. Fortunately, Chaka has a plugin system available. We create a custom networking plugin in this case. So we came up with this scheme here, it's IGW, where the video ID is in the path. We then get the manifest content from an existing store using the video ID. We then create a response with the manifest content and return it through a promise. Finally, we register our custom scheme through the networking engine. Going back to the integration, we simply load the player with the VRI with the custom scheme that we created earlier, and we're done. So we obviously wanted to measure the impact of ABR. So we tested with three different variants. First, there's default Chaka settings. This is just vanilla Chaka. And then we added our custom settings. So we added some overrides. Finally, we added a custom ABR manager. So in the second variant, one of the properties we changed was the switch interval. The switch interval is the minimum amount of time before switching bit rates. We wanted to test how a more aggressive switching strategy would impact user experience. In the third variant, we added our custom ABR manager. So this gave us a lot more flexibility. With the custom manager, we had more control over how we measured bandwidth and when we switched bit rates. In the feed page, we actually have multiple instances of Chaka player at any given time. Now that we had control over how we measured bandwidth, we also could keep track of the latest measurement. Using a feedback loop, we can then pass that back in to newly created Chaka instances, ensuring we have a accurate default bandwidth. We try to follow some best practices during these experiments. In our feed, we made sure to only instantiate players when needed and to actively use the Story API when we didn't. We understood that it would take some time to find that sweet spot for how frequently we'd switch or how much we'd buffer. Other being too aggressive or too passive would change results. And finally, we were mindful of the types of videos that should be supported. Instagram has videos as short as three seconds. So depending on the video, it might not make sense to support ABR. While we expect to continue to iterate on our experiments, in general, we have high hopes for ABR and its positive impact on user experience. Now Jenny is going to talk about our experience adding image capture and filters. When we started working on the Instagram mobile web initiative at the beginning of the year, it was important to us to bring the mobile web users into the ecosystem of Instagram. As you heard in our mission statement earlier, we're looking to strengthen relationships through shared experiences. It is difficult to share experiences simply by watching other people's experiences. You need to be able to create a media that captures your own experiences as well. Since this was one of the first features we added, we're actually not using the new US APIs, which Matt will be talking about in a little bit. We're simply using the image capture tag. The image input tag. I'm sorry, the input tag. This is what it looks like. Now, it's also possible to add a capture field, but we purposely left this out so that the user can either upload the photo or take their own. We originally launched the creation flow without filters so that our mobile users could start sharing their experiences as soon as possible. But since filters is an important part to the Instagram brand, it was important for us to implement it as well. We use WebGL to implement our filters. Since our native app uses OpenGL, we're actually able to reuse the same shaders, which let us bring over the same exact filters as the app. As you can see, though, the filter previews are done differently.  So we use a standard balloon image, no matter the photo. At Instagram, like with Peter's video experiment, we A-B test everything before launching. So we put out filters to some percentage of users, and we actually found that several of our key metrics dropped significantly. When investigating why, we considered a few different UI flows, including seeing if there was a way to test whether the balloon images themselves were the problem. But then we took a step back and we decided to test an even more basic assumption. We took our control, which was the creation flow without filters at all. And then we tested a variation, where we did all the WebGL processing in the background with no user-facing changes. This test taught us a lot, because this variation took the same hit in the metrics as a variation with the user-facing filters UI. The performance hit of WebGL was what caused the metrics to drop. So our next step was improving the performance. We started with logging in the timing of everything. Instagram always crops photos into a square, and we learned that creating the initial crop was a significant bottleneck. Specifically, we're doing it with a computationally expensive data URL and blob conversion. Since the WebGL rendering context.txt image 2D accepts the HTML canvas element, we're able to return a canvas directly. And WebGL will read that canvas as a source pixels of the texture, like so. When the user is done selecting the image, then we can render a canvas.to blob, which we found to be two times faster than canvas.to data URL, and then generate the data URL from the blob. This reduced the time to first WebGL draw by 35% and reduced the time to transition to the next step of the flow by about 85%. And this was just one of our performance improvements.  This was our original code. And as you can see, we would create all the filters on a knit and then return them when we needed a filter program. We refactored the code to create a helper function, and that would initialize the filters that don't exist already, and only calling them when a filter was needed. This reduced load time by about 68%. These performance improvements really improved our filter's experience, bringing filters to our mobile web users. Next, we made sharing work even while offline. Peter will talk about why and how we made this happen. So I know this is the second-last talk, but for a moment, let's imagine you just arrived at Chrome Dev Summit. You're super excited to hear all the talks and see all the demos, and you want to share this experience.  Unfortunately, the request times out because all the access points near you are completely overloaded. But it's OK. You can turn off Wi-Fi, and then you use your 4G, and you're good to go. But what if you couldn't simply do that? What if that wasn't even an option? What if every day was like being stuck at a conference with really bad Wi-Fi? When we think of offline support, we don't think of someone getting on an airplane. We think of someone who deals with poor network conditions as a part of daily life. In those moments when they really want to share their experience, there is so much friction right now. So let's look at a demo of how we're trying to solve this. So here we have the PWA you saw earlier, and let's go offline with the airplane mode. So we get a toast telling us we're offline, but we can still post. So let's post a photo. You add some caption, maybe offline demo. And we get a toast telling us that when we connect again, it'll be posted. So let's go back online again. Let's go back to the slides and see how we did this. So first we wanted to notify the user that they're offline. So we listened to the offline event. The offline event actually is a little bit unreliable. For some phones, battery save mode is actually considered an offline state. So it'll actually get triggered. To guard against this, we added a lightweight get request to ensure that we're truly offline. And then on error, we show the toast. With Workbox, as Jenny mentioned earlier, we then register a post request route. Service workers can't cache post requests, so you actually need to store the request in a client-side store. Here we use indexdb, where we break down a request object and store it. We create an offline post helper function that will reconstruct the request that we just stored earlier and send it. We then use the background sync API that was mentioned in earlier talks. Now, earlier in the demo, if it worked, we were planning to send the sync event manually through DevTools, which would have then triggered the sync event. So in practice, it depends on the device to actually trigger this event. And it's based on a number of conditions. So in the callback, we then check if there's any items in the queue, and then we call our offline post helper and show the notification. So as you can see, recent advances in the web have enabled us to create a feature-rich experience for mobile web users, especially those in emerging markets. We're actively testing the features that we cover today and are continuing to iterate and learn along the way. It's been incredibly challenging, exciting, and humbling to work on features and handle cases that we might not think about in our day-to-day. We mentioned shared experiences several times during this talk. So it was really great to be able to share our experience building out these features. I wanted to give a shout-out to our teammates who aren't on stage with us. They've all done amazing work to get us to this point, and we hope to continue the momentum we've already built. And now back to Matt. We'll describe the latest APIs for media creation. Cool. Thank you, Jenny and Peter. So we've seen some of what the web can do, and it looks pretty great. But we can do more with new APIs. So one of the things that Jenny mentioned is that Instagram are delegating image capture to the input element. You can actually do this inside your app. Now, it used to be a little bit limited. We've had access to the camera for quite a long time through GetUseMedia, which is part of WebRTC. It allows you to get a stream from a camera or the microphone or both. And it's a pretty simple API. But you couldn't really do too much with it before. You could use it for WebRTC, which is what it was designed for, but other than that, you could present it back to the user using a video tag, or you could grab an image from it. And the way you do that is that you take the video, you take the stream, you put it into a video element as the source, then you draw the video, one frame of the video, into a canvas, and then you take the canvas and turn it into a blob, and then you get the blob, and you turn it into an image, which is pretty long-winded and was also just limited by the APIs, because GetUseMedia, those streams are limited to 1080p HD, regardless of what your camera can do. But we now have a new API called the ImageCapture API, which makes this a little bit easier and much better. So it takes the stream you get from GetUseMedia and gives you a new object back, an ImageCapture object. And it gives you a take-photo method. And when you call this, it tells the physical device, the camera, to take a full-resolution photo and just give you straight back a blob. So none of this draw into canvas nonsense in the middle. You also get some extra options. So you can see here that in this example, I'm passing through a fill-light mode setting. This is setting what the flash should do. So here I'm saying that the flash should be set to auto. You can also set the automatic red-eye reduction through this method. Similarly, for audio and video, there's the media recorder API. Again, you take a GetUseMedia stream, you pass it in, and you see what MIME type of output you want. Then you get a data-available event every time that the recorder has buffered up enough data to give to you. And at the end, you can reassemble this all up into a blob for either the video or audio file that you were creating. And as well as using GetUseMedia to get these streams, you can also get them straight from a canvas or from web audio. So this is how you do things like live filters. You could take a video, draw each frame into a canvas, apply your filters, and then use a stream from the canvas to create a new video, which is the output. And if your canvas was applying like Instagram's filters, you could get a filtered video on the other side. Now, not everything here is perfect. There are still things that we need to work on. One of the issues that you'll have trying to do these things is simply device performance. I mean, as I said, Tal has been talking about how we have to... Many of the users that are coming online have devices that aren't the same as the devices that we use. Many of them are not as powerful. And things like drawing Instagram's filters are extremely computationally intensive. There are also limitations in the APIs themselves. So as an example, let's talk about something that I tried to do. So I wanted to create a boomerang effect. What I wanted to do was take a recorder video with a media recorder straight from the camera, and I wanted to then create an output video which played the video forwards and then played it backwards again, and then it would loop. It's called a boomerang effect. So I tried to do something that was pretty simple. I'd play the video, and on each frame, I would set where in the video I wanted to be in that frame, and I would have it as soon as it got to the end. It would set the direction to minus one, and it would come back again. And then the idea was to record this with media recorder. And it's awful. It's trash. This is a video that I took, and this is the full quality that I got. It's extremely jerky. It's difficult to tell exactly when it's going forwards and when it's going backwards. Why did this happen? There are a couple of reasons. One of them is that at the moment, when you use media recorder to record a video, the output is in a WebM, which is optimized for streaming. And this means that it doesn't put in the index of where in the file each frame appears. It just assumes that you're going to play it through right from the beginning, and it will just iterate through the file. So if you want to seek, then it has to go right back to the beginning of the file and work its way through until it finds the correct location. There are some optimizations, if you're playing forwards, then it can make a rough guess. Oh, you got to this far, and it was this time, so it's somewhere after there. Going backwards, you have to start a game from the beginning. It also means that you can't do the even simpler trick of just saying, set the play rate to minus one, because that also doesn't work. It would have the same issue. You can fix this with a library, but which will take the video that you've created and actually manipulate the bytes to put in that index information so that you can then make it seekable. But it's pretty low-level, it's a pretty chunky library. It would be better if the web platform did this for you. Another issue is that recording with media recorder is always real-time. So I thought I could fix this issue by taking the video, lining up exactly where I wanted to be, and then saying to the media recorder API, hey, I want one frame, just record one frame, and then wait until I'm ready for the next one, and then say, okay, take another frame. It doesn't work like that. It always records exactly real-time. So if it's janky when it goes into your canvas, then it will be janky when you record it. It also means that if I tried to take a one-minute video and do a boomerang of it, it would always take exactly two minutes to create. I can't do it faster than real-time, either. So it's not a perfect solution right now for some of the things that it might want to do. But of course, we want to see the web, the mobile web, as a great platform for media creation. So we're working hard to address all these things. Another new thing that's coming that we're looking forward to is WebAssembly. You heard about this earlier from Alex. One of the things that this allows you to do is take native libraries, recompile them for the web, and then use them in your page. And people have already been experimenting with native video libraries like FFmpeg to do media manipulation on the web. The video doesn't appear to be... Oh, well. We're also excited about the Shape Detection API.  This is currently behind a flag, but Francois Beaufort demonstrated this at IO earlier and actually had a demo out in the forum area which you might have seen. I see people taking pictures, so I'll just wait a moment. If you'd like to know more about the things that we've been talking about here, I've been creating a sample application that I called Snapshot. The source code is available on GitHub, and I've been documenting my experiences in a video diary, which is available on YouTube. In summary, I think that what companies like Instagram are doing with media on the web is incredibly cool. I hope you're all as excited about the future for this as I am, and thank you very much for coming.


Welcome back to my channel. Welcome to another motivating video I love making these videos and you guys already know that because I put out three of them a week and Today's video is going to be an entire house clean if you guys watch my channel a lot You know that I go from room to room through our house just getting everything accomplished Just doing a general pickup and clean of everything a few questions I often get whenever I'm filming the entire house getting done is number one How long does it take and number two? Do you have like a method or like a list that you follow? I don't generally on these days where I'm just like tackling in and doing the whole house and cleaning all day Generally, it's an all-day clean kind of thing and so I don't usually have a specific list I do lists more whenever I'm gonna do like Projects here and there and then I can stay on course with it but doing this I just kind of move from room to room and Start, you know with picking up everything and then digging into a little bit more of a deeper clean And the second question with that is how long does it take me and if I had to guess I feel like with little ones being around It's very different every time because you know I might have a mess in one area that takes me a long time to clean up or things that I need to Spot-clean like the walls or you know a couch or something like that So having children, especially at the ages of mine really makes that time fluctuate But I would say if I put a really great guess at it It would be around four hours anyways I thought I would answer those questions since I get a lot of those particularly whenever I'm cleaning my whole house I also want to let you guys know that today's video is sponsored by Skillshare I've worked with them a lot before if you watch my channel often Then you know that and one of the reasons I've worked with them so often is because they have been my absolute all-time favorite Collaboration or partnership because I'm so big on learning new things. You guys know that I'm a DIY girl I love to pick up things and there's a lot of things I've done in my videos that I've never done before and I've literally just sat up to film it and I tried out Even recipes in a lot of my cooking I'm one that will try something new and there's times that things flop and I tell you guys how it flopped or Just show you the step-by-step as I'm going along and learning myself just in case you don't know what Skillshare is It's basically an online learning community where millions come together to take the next step in their creative journey Skillshare offers thousands of classes for people that have interests in so many different areas some of my personal favorite topics that I have found is online marketing and Motivation and just have to be a little bit more productive a few other classes that I really want to get into taking is some baking and Culinary classes you all know that I really love to cook and bake myself But learning new tricks or new methods or new skills on that trade is something that I really would like to dive into Skillshare classes include a combination of video lessons and a clash project Skillshare has classes to fit your schedule and skill level most classes are under 60 minutes And one thing that I really like is that you get feedback from a community of millions So as you guys can see by Skillshare's website, this is an excellent thing to do on a regular basis But also right now what we're doing a lot of social distancing being at home a lot It's a great way to fill your time and to just kind of push anxiety to the side and just give your brain something to focus on and Something to build your knowledge either on a skill that you already have mastered and want to increase or On a new skill Skillshare is less than ten dollars a month with an annual subscription But right now the first thousand people that hit the link in the description box We'll get two months of Skillshare for free This will obviously give you time to check it out see if you like it find something that piques your interests Which I guarantee you you will because their range is just huge on their classes I know like I said, this has been my absolute favorite partnership It's something that I have loved beyond loved for months now, and I know you guys will too Okay, so enough about Skillshare right now Let's jump in to getting our motivation going and I know it motivates me to get these videos Films for you and who doesn't love a clean house whenever you're all done and you can walk through your house And all the rooms are clean and even if I end up doing it in two days Which happens sometimes just because we do have a house with a lot of rooms in it It still feels so good to at least have that one point in the week where a majority of the house is clean I Started off in the dining room just taking an envirocloth over my table I also used a little bit of some lemon essential oil just to get some marker off of the table That is the one thing with having a white table and little ones I do have to keep up with it But lemon essential oil has been my lifesaver because it can literally get permanent marker off of a lot of surfaces Then I went into the laundry room and just tidied things up I had a load of Norwex cloths that I needed to fold and put away So I did that and then I did the floor and just you know Lent and things like that get floating around the laundry room a lot It took me a while, but I'm finally back on my routine of folding a load a day It's just such a relief to be caught up constantly with laundry and not having it hang over my head and I also do you know sometimes some extra loads in the day You know things like blankets and bedding or if we go to the beach or something like that and have an extra Pile of laundry I will do two loads in a day with everything so crazy in the world right now I've been taking a lot of time just to make sure that my heart is in the right place and Just taking a lot of time being quiet Reading really good stuff, and I just wanted to let you guys know if you have a prayer request You can leave that in the comments I do read them, and I don't know I just feel like having a sense of community or at least feeling like someone out there Cares or is hearing about you is so important right now Because we just are in a really difficult time We really are and I want you to know that I care about you and that I'm thinking of you I wiped down the washer and dryer They were just getting a little spotted up and had some soap that was running down them And then I also vacuumed those steps the steps go up to our bonus room, which is pretty much empty I don't clean it that often just because we don't use it very much Next I tackled our master bathroom and with our girls being the age that they are I would say we definitely all use this bathroom a lot They get their baths in here and it just gets used a lot more than the other one So it's definitely my focus whenever I'm cleaning I Sprayed the tub and the shower out with my tub scrub And I did not get the clips of me doing the tub But I did get the clips of me doing the shower And then I used my bath scrub mitt to scrub everything down And then these two claws that you're seeing me use on like the glass and the mirrors and that sort of thing Is my envirocloth and then my window cloth so the envirocloth is wet with water I go over it first with that and then I go over it and kind of polish it up with the window cloth and that is dry This is a different day So I did end up splitting this between two separate days and I went into our bedroom just getting things tidied up again This can kind of go both ways sometimes I go through phases of keeping it really clean and not Allowing it to get messy just kind of having our little sanctuary And then other times it ends up being catch-all for laundry and the girls will come in here and watch a movie on our Bed or something like that and so toys and other things get in here But ultimately I try to keep it at least the only clean room in the house Even if the rest of the house is a mess just so that we can go to bed at night and it feels restful and peaceful So if you watch often you might see something can you guys see our new back door? It just looks so awesome Cory did an amazing job of putting it in It's so much more open than the doors that were there we had kind of French door looking doors that were there and it needed to be replaced because the seal was broken in the Door and I just think that these sliding doors that are just huge. They look huge next to what was there Let's so much light in and it really makes the back porch kind of look like a part of the house Which I love on all I just think that it's so great And the only downside is that I have lots and lots and lots of fingerprints To clean off, but that's okay I will take that price to be paid with the great sunlight that we get in as usual I will do my best to leave a lot of links below that are often asked about or That are in this video things like my wireless headphones, which has been a hot topic lately You guys have been really interested in them. They are literally $20 on Amazon and I have never had AirPods But I've read the reviews that they're pretty similar And I've been using mine for a couple weeks now Cory even borrows them to go for his run usually in the evening And so they've gotten a lot of use and they've been holding up well So I would say for $20 they're definitely worth it to have like hand-free headphones Heading into the kitchen I got my diffuser going I've been still doing my spearmint I don't know. I just love that scent whenever I'm cleaning it smells so fresh and clean And then I went into the kitchen. I didn't have a ton to do this day in the kitchen Just because I had been keeping up with it otherwise So I just zipped through and did the dishwasher and kind of hand-washed a few dishes Two other areas that I did not hit over these two days of filming was my daughter's bedrooms both of the bedrooms Because I filmed both of these during nap time So since they were in there, I just was like, you know what? I'm not gonna worry about filming this in the midst of doing all my other cleaning this week Of course, I will do it even though I'm not filming it But sometimes you just get a lot more done when your little ones are taking their nap You're still the show They're in love now and I wanted you to know that this video inspired you I hope that you got some motivation out of it or inspiration. Don't forget to leave me a comment below I love going through your comments and responding to the ones that I can and Don't forget to give this video a like if you're new here hit that subscribe button. I love it If you joined my channel, I do a lot of DIY Mommy motivation and things like that and I will see you guys in my next video


Okay, so welcome to our lightning round sessions at Big Talk from Small Libraries 2021, we have four sessions we're going to go through quickly in the next hour for you. First up, Kate Cozier back with us again from Clifton Community Library in New York, and she's going to talk about poverty relief using story time so go ahead and take it away Kate. All right, can everybody see my new slide show here. Have you seen the slides and your camera all good. Awesome. All right, well, welcome everybody. Thank you for listening to me a second time. I promise this one will be shorter. So, we have a very small area here in Northern New York that we serve the town of Clifton. And in that town are three villages, Cranberry Lake, part of Star Lake and Newton Falls. The little red dot you see on the map there is Newton Falls, which was established in 1894 as a mill town. And in its heyday, close to a thousand people live there. Nowadays there are fewer than half that number. And I will show you why the main industry for well over a hundred years was the Newton Falls paper mill. And unfortunately, although it went through many changes in ownership and that sort of thing in 2011 it finally closed. So this is a picture of it before it closed and this is what it looks like today. As a result, Newton Falls as a village has fallen into pretty great disrepair. There is a good bit of drug activity and crime up there. But there are also a lot of children and they're very easy to see just drive through town during nice weather and they're all over the place up there. You can see them running around having a great time. So, I was approached by a member of our local community fund, the Clifton Vine Community Fund, to come up with some way of engaging the children in Newton Falls. They really can't get to the library in Cranberry Lake. It's about a 15 minute ride and most of them can't get there. To put together some sort of program that combined literacy with poverty relief. And so we devised poverty relief story time. So I'm going to talk about how we did it. So, first of all, we partnered with the local fire department in the village and they agreed to let us use the fire hall to host our weekly event. We decided we would have a six week story time. And so then once we got it all framed out, we started doing some advertising in our local papers. And we also partnered with the school who let us send home flyers directly on there's one school bus that services that village. So we were able to put flyers directly into the hands of the kids there. And then we scheduled it. So we knew that in the summertime, the kids are running around and you know that we're not going to probably be able to encourage them to come sit inside for a while.  We thought the kids would be more interested in coming out and having a good time in January and February. The way it was going to shake out is that we would read a story, then the kids would either do a craft or learn a new skill and have a snack. And then they would take home an item of poverty relief. So we hoped that we could put some things into their hands that maybe they needed. And that was our plan. So as well after we did all this, we ultimately had just about 10 children sign up. So I'm going to go through some of the books that we did and tell you about what we did. So we did no more water in the tub by Ted Arnold. And the kids made finger paints for the bath. And then they brought home toiletries. We did stone soup and they learned how to make soup with a member of our local PTO and then they brought home everything they needed to make soup. And we had one kiddo that went home and immediately insisted on making soup for her entire family. We did the Mitten by Jan Brett. The kids did snow painting, just where you mix like shaving cream and glue and paint. And then it makes like a puffy paint. And they brought home mittens and hats and scarves. And here's a couple of the volunteers, the lady sitting here was our fire department liaison. And then we had a, and at one of our exchange students that year came and the kids also made like rice bags that they could heat up in the microwave and then snuggle them in bed with. And there they are painting. There's a little girl's painting. And then our last week we did curious George makes maple syrup and we had a big pancake party and the kids learned how to make pancakes with again the lady from the PTO. So I'll show you a couple of more pictures. Okay, so here's some more PTO volunteers just teaching them how to make they made sun catchers I can't remember what book that was for but we had, you know, really a good crowd of kids and it was warm safe and dry and the parents got a break and the kids had a great time. So by the numbers program lasted six weeks. It cost about $900 $750 of it was funded by the community fund grant that we had. And then the extra 150 came from a grant the library receives an annual endowment. And so we took it out of there. So it ultimately cost the library nothing to put this program on. We had 10 children participate. They got, like I say, toiletries food outdoor where they got new pajamas, all kinds of good stuff. We had five volunteers plus the library and involved every week. And we strengthened partnerships within three community groups the school, the library and the fire department. And then later, because of this the library was invited by another community group the Newton Falls church to participate in events at their church they have like a Halloween party and a Thanksgiving party and a Christmas party for the kids. So we started attending that, and we were able to put a book drop on the church porch, so that people in Newton Falls, if they can get books, they could drop them off there. And we gave all the kids a library card to so that if they could get up to the library they certainly can use it. So what happened next, the, the partnership with fire department did not stop there. We wound up receiving a grant from the foundation for rural service and we installed a free wifi hotspot inside the fire department. Newton Falls strange leaf spite poverty is the best spot for cellular service in our area. And so people go up there, and they check their phones there all the time, but we know that kids don't always have phones, especially young ones and given the poverty rate. People don't always have phones either so putting in the wifi hotspot allowed people to drive in with some sort of a device and check whether they had cell service or not. And that turned out to be really helpful with the pandemic, when you know kids were expected to be able to log in and do school work online. And all of this ultimately led to us receiving the outstanding partnership award by the North country library system. Thank you very much. I'm happy to answer any questions you might have. Yeah, awesome. Thank you so much, Kate. We do have any questions. Yes, we do have questions that came in. First, we have up. Do you have the numbers about how many, I don't know if you did, but how many family members, how many family members benefited. Do you have those numbers. Don't. We certainly know a lot of these kids ourselves so we might know that they come from a family of six or something but I don't have hard numbers. Yeah, but actually never get. And what age were these the, how about what were the age ranges of the kids that were involved in the programs. The youngest kids were five and the oldest kids were 10 and 11. Nice range. Okay. Do you have any issues or and if you did what were the solutions for transportation for these kids to get to the programs. We didn't. The village is super, super small. The fire department is right in the middle of the village. So, you know, certainly ran around a couple of the kids are related to the fire chief. So they had easy rides, but it wasn't a problem. I mean, we're talking about, you know, maybe three blocks. All these kids came from so. So everybody can just walk everywhere pretty much in the town. Yeah, you are the smallest one in the community we have today. So not surprised. Yeah. And this is something interesting when you did publicize it. Did you, what words did you use meaning did you advertise the poverty relief component or kind of just downplay that. Yeah, we didn't want to like stigmatize people into thinking they were coming for some sort of charity.   So that, you know, we didn't run into anything where we bought double extra large pajamas for a kid who was four years old or something, but we did not use the words poverty really. And how did you ensure that the kids who attended were children in need? I mean, the small community. Did you just know or was there more sort of an official. We didn't require any sort of documentation or anything, but we, we know these kids are right in your community. Yeah. So we just had a session about grants. Did you already have this idea in mind when you applied for the grants or was the money already available and then you came up with this. How did you end up connecting this using grant funding. So the 1 of the women that's on the local grant committee approached me because every year. We thought this grant does not get enough applicants last year. They only had 3 applicants and they have $15,000 every year to give away. So she said the money is there. We need to get into Newton falls and the library needs to go there. So how are we going to do this? Let's approach this by looking at how we can engage the kids. Through community politics. Most people outside of Newton falls don't have a lot of use for the adults inside of Newton falls. Unfortunately. So the kids had to focus of the program. Sure. Sure. All right, so it sounds like it's big success. Are you planning to do it again, or I know it was grant funded so I don't know that it will be done again. But I certainly would encourage it. Yeah. Yeah. All right. All right. Thank you so much.


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OK, so let's do another balancing reaction equation. So hopefully, now I'm going to make the assumption, and I'm sure you already do remember that anything with an OH minus the hydroxide here, like this magnesium hydroxide has, is a strong base. So hopefully you remember that from our discussions of acid and base. So we have a strong base here, and here, sulfuric acid is a strong acid. So whenever you have a strong base and a strong acid, they're going to react together to form water. So you see here, we formed water. So how does it form water? The OHs here? So how many OHs do we have here in magnesium hydroxide? Two of them, right? The OHs there will react with the Hs from the strong acids. How many Hs do we have here? Two, right? So we have OH plus H, right? That's H2O. So we have two of those, right? Two OHs plus H. So that's how many waters we're going to make that, OK? So that's it. This is a balanced chemical equation. So look, let's just confirm that what we've done is balanced, OK? So magnesium, and then remember what I said with the polyatomic ions, OK? So here, we're going to have OH minus, and I'm going to say H plus like that, and then a sulfate and a SO4 2 minus, OK? You don't always have to break up the polyatomic ions, OK? If you see them over here, that's the same thing, like the sulfate. Then you don't have to break them up, OK? So let's just go about writing what we have over here. So we've got magnesium, and I'm going to put H2O like that for the water, because we're going to eventually combine these two. And then we have the SO4 2 minus, like that, OK? I guess we could look at it as HOH, like that. That might be easier to see, OK? So how many OHs did we say we had? 2. And how many Hs from the strong acid? 2, right? So those two are going to combine to make 2 H2Os, like that. So let's just say H2O is 2, like that, or OHOH. Over here, HOH is 2, OK? How many magnesiums do we have over here? Just one? How many do we have over here? One? How many sulfates do we have on this side of the reaction? Just one, right? SO4 2 minus. How many do we have? Just one, right? How many do we have over here? Just one. So now let's check. Magnesium 1 and 1, is it balanced? Check. My waters, H2O, I have 2 here and 2 here. Are they balanced? But my sulfates. Also balanced. Also balanced, OK? So my reaction is balanced. So it doesn't always happen that these polyatomics stay together, OK? But if you see them staying together, or if you see an OH minus plus an H plus making water, you can do what I've done, OK? It makes your life a lot easier. Any questions on this one? OK, wonderful.


I think it'll be just interesting for us to get started on this really interesting conversation with a quick round of call out by each one of you, a quick round of introduction on what you guys exactly do. And you know, if each one of you can summarize in one line, what really the future of content creation is, it might just be an interesting way for us to get our conversation started. So Gaurav, we can start from there. Hi. I'm Gaurav Jain. I work for one of the best brands in the world, which shall not be named. And what the future of content is in one word would probably be personalization. Thanks Gaurav. Hi guys. I'm Shahgatha. I work with data communications, look after digital content, experiential and performance media marketing. For me, to sum up the content of the future would likely be around the digital and experiential. Hey, hi everyone. I'm Gunjan. I lead a company called OML. We are probably India's largest independent digital media company. We produce shows, a long-form original content shows for platforms. We produce branded content in 20 other countries.  For me, content is probably just hope and a lot of empathy, because that's what the distribution allows for it to be. Hi everybody. Please search Lillily LinkedIn and here's my name. Future of content was, is and will always be entertainment. That's the only one job it is supposed to do and that's what it will do. Hi everybody. My name is Vivek. I take care of the branded content across Viacomedy network. We are a set up which kind of create a fabulous content, short format, long format for viewers with a brand lens. And we work with a lot of people actually on the floor. So thank you for this opportunity, Sunny and for him for being here. I can say a very long line for what the future of content is. But for now keeping the context, I think it's going to be immersive storytelling. Immersing coming in from creativity and platform and storytelling is of course what I think it's content is all about. Hi guys. I think the future of content will be between the two gorems. It started with a gorems, it's ending with one and this is a gorems channel. Just kidding. I think localization and also the use of music, like how, yeah. So with digitalization of music is just the beginning. The use of music is not fully typed. I think we're not even started using it. I think that will be the future. Pretty interesting, right? These different perspectives on where future of content lies and I'm sure all of them will somewhere submersed together, right? So I think it's anyone's guess where this is going. I think to kickstart the discussion, Abhishek, I wanted to pick up a question with you, right? You spoke about entertainment as future of content, right? And you see this whole space where there's so much snackable content out there, everything being possibly six-seconder, 59-seconder. As part of being part of Shimaru and Shimaru Mi, where a lot of it is long-form content, where do you see are the challenges and opportunities of long-form content where everyone is just struggling to find attention of audiences? See before that I was also with MX player and launched MX, which was the bop of snackable content, right? So I've seen both sides. The challenges and opportunities in content lies and the answer is with the consumer. We can speak about it, we can say the challenges and opportunities are engagement, time span, eyeballs, attention span, all of that. What we should solve for an oboe, what is our primary job is to make it the content discoverable. Audiences should know where, what and why to watch. We are just enablers, technology is an enabler, it's a catalyst. The final decision to watch and spend time, which in other words is also money, lies with the people who come to your platform to sample it, not sample it. According to me content is neither good or bad, content is content. What makes it good or bad is how you mount it, how do you speak about it, who do you speak to, that is what makes it good or bad. Good for you might be very bad for me, right? It's very similar to how humans are born, nobody is born good or bad, it is environment around him or her that make him good or bad. Similarly, every content has its own set of audiences, snackable, long form. What we should always remember is, which is my own finding is long form content is always searched for, short form is a surprise. Music is not searched for. The next song you don't know what's going to come on the radio station, snackable when you keep swiping up, you don't know what's going to come next, that's a surprise. Long form is always searched for and the attention time span is much higher in the long form than in short form. So content is content. The films have started doing 1000 CR anyways. So consumers and especially Indians have a lot of time to spend. Not maybe in Bombay and some of the other metros, but which is actually a follow up piece that I wanted to check with you if you don't mind, right? You guys are big in the regional space as well, right? And outside India as well, you guys have gone to multiple countries. Are there any particular consumer behaviors because you already spoke a lot about audiences and insights around that? Are there any particular prominent insights that you're seeing in regional audiences and the way they consume their content versus in the end English? The advantage, I mean, I'm going to speak the open secret. When you are in that regional space, there is no number two, no number two. It is a first movers market.  Because the headroom for number two does not exist. And regional players or regional environment will always be the first approach to market will always be a sword. Because a word kele audience nahi hai. What does not happen which happens pan India. Because regional audiences are much more loyal than pan India audiences. Didn't exactly know what and why they come to Shamarumi or whoever. And they exactly know what to consume. So my streaming Mao, I mean, why me, I mean, for every other regional OTT, my streaming Mao is almost equal to my overall Mao, which is a very big advertising opportunity as well. So that's the primary difference. Some really interesting points. And on this, Vivek, I wanted to segue into a discussion with you where we spoke about one set of audiences with a shake where we said that there is regional audiences, which are critical, right? But why com is known for doing some great work in the youth specific market, right? Have you guys seen any specific and you'll also are across multiple platforms, right from digital to OTT and across other any specific trends that you guys have seen, seen which are going to lead the way for the future of content? Yeah, so if I limited to content and the question that you mentioned, I think one of the journey that we've taken the last few years is that our vehicle that we carry to the market for youth is actually MTV. And there was a time that I think all of us kind of grew as MTV as in the old form what MTV was, right? But then we realized that the content has to follow the viewer and the eyeballs started moving just from television to the shortest screen, the screen became shorter and shorter. Right. So we were actually as why come been on the journey where MTV has transformed itself from being a television brand to actually a youth brand. You know, if you look at the content consumption, which happens for MTV today on YouTube, it's it's phenomenal. You know, every piece of content at MTV generates also has an OTT leg and has a huge probably even higher amount of viewership on on on Geo Cinema. So I think what we've done is that we followed the DG in terms of creating what we wanted to create for them and the transformation has happened. And the same is actually happening for a lot of other things as well. I mean, Nickelodeon, which is our premier ship, you know, it's channel also has today a huge footprint on YouTube because YouTube is also becoming the by default screen mechanism for kids. So I think that's the journey that we're also taking. It's it's about wherever the viewers and eyeballs are, we're a content creator, we're not a plant, and we have strength in terms of platforms across so wherever the eyeballs are exactly the space where our content is going to move into. Very interesting, you know, when you say that different audiences, different content, different platforms, which is where I got up, I think with you and gunjan, you know, if we can understand the overall perspective of an OTT players, content creators, largely depend on creator hubs like yourselves, right? What is it that's seeming like, you know, are the focus areas for y'all in terms of a content creation? See, the first thing that, you know, the challenge, I would say is we're basing on advertising and we do for long format as well is like everybody wants like even the bigger players and all the players are looking for a smaller, snackable like you mentioned.  So it's a classic case of don't practice what you preach, you know, so So like I think I would agree that what like he said, entertainment, if you can entertain the audience, they said, are competing against sleep, you know, and they won because it was interesting. So it's just that if you do it well, people will watch. Very interesting. I think Gaurav and me were having a little bit of a conversation around this backstage on long form versus short form. It's always a battle, right? Sure, I don't think I'm going to say anything different, but in the same vein of whether it is entertainment for entertainment's sake, or the fact that it follows where the target audiences are, what I am most inspired by today is the fact that media agencies, creative agencies, production agencies have to come together because there is just a multiplicity of choice for the consumer itself. Today, each one of us are audiences of one. What's happening on my phone is by no means replicated on another 40 year old woman's phone who happens to be in the media industry as well and may also live in Bombay. We don't follow the same people. We don't watch the same shows. My top apps are not her top apps. And that is what makes the conversation interesting from the get go. Even if you're making a 30 second or add, I think most of you may have already been exposed to the cred work that happened where every time there was an IPL break, you had a different yesteryear star from the 90s who was brought out. That meant you stopped using those breaks as loo breaks, right? You actually sat down to see, hey, what's coming next? It was a very standard 30 second format. So I think all formats will stand as long as we're willing to have the difficult question of what makes those formats work. Yeah, very interesting. And you said that media agencies, creative agencies and creators, we also have brand custodians here with us. They are the ones who are spending the dollars most often. So on that note, I wanted to pick a point with you. You guys have services on both sides, right? B2B and B2C as well, right? What's the strategy overall between the two sets of audiences, right? Because the way they consume content, a lot might be forced on them as well when it comes to B2B. But really interested because you have that side of exposure as well. How do you see that moving in the future? So first thing, Sunny, we don't do any B2C, okay? We just do customer content, okay? See the insight and Abhishek spoke very well about it. The logic behind it is that when you're creating content to sell, which is essentially what we do and not to sell the content itself, but to sell a product on the back of the content, right? When you're doing that, the first and foremost thing that one needs to keep in mind is the fact that you're selling to an individual. He or she may be sitting on an institutional chair making a buying decision, but it is his or her, you know, nature, insecurities, whichever way may you look at it. And more so when you're at a B2B institutional level, where a deal probably can be hundreds of millions of dollars. And if God forbid something goes wrong, careers are at stake, right? Organizations are at stake. So keeping those insecurities in mind, keeping bringing out the honesty of the message that you're landing, at the same time being relevant and probably given some entertainment, right? When I joined this company about five years back, there was a certain way in which content was created, and if you spend some time looking at the way our stories are coming out today, you'll find that there is a significant difference, because we are actually telling stories, right? We are actually telling stories by putting the customer in the center of what is the art of possible if they were to work with us, right? So I think that, and I'm talking from an agency experience also, that hasn't changed, right? What has probably changed is having moved to this side of the table, my ability to convince and sometimes even enforce decisions has probably become stronger, right? So to go back to your question, the strategy is keep it simple, be honest, respect and recognize the intelligence of the individual whom you want the content to be seen by, and of course, be present at the right place at the right time, either in the form of a 30-seconder or five hours. But maybe a 30-seconder or a two-minute or a two-and-a-half-minute film that we talk about. So that's how I put it. Nicely put, so I think customers can be categorized in whichever way, but the way you guys see it straightforward, I think it just puts a lot of concentration in the right way, right? A lot of times we slice and dice things to assume that this will make things far more strategic, but sometimes a straightforward approach is far more effective. You spoke about long form and three hours. There is Gaurav who's been doing content for a substantial amount of time in the organization that we don't speak of. So, Gaurav, your perspective on audiences and how you guys create content around that. I'm just going to echo what Gautam just said, I think you have to be honest to who your audience is and honest to what your brand is about. I think that's first and foremost. So you don't do things like buying influence or buying reach and things like that. You try and get there as organically as possible because you want to stay there for as long as possible.  So fundamentally telling an honest story and keeping your brand integrity intact, even when it's hard because it's hard to be organic, it's hard to be honest with the things you do. I think that's first and foremost. If you do that, whether it's short form, long form, snackable content, music, sports, whatever, I think it cuts across. Even with fiction and cinema, I mean, if you're telling authentic stories which make sense to an audience, you're there. You know what I mean? Then the challenges show up like is discovery a challenge, is personalization a challenge, marketing is a challenge. So all those things are just steps to get the content and surfacing.  The rest will just fall into place, I guess. Just add a point to what you said about the strategy. It's a very interesting way to look at it. So it's a story that I'll say there was, we were writing a film. So the agency comes back to us three, four edits of the script. And somehow something was not sitting right. So again, coming back from the agency side, we are all friends. So this gentleman took me to the corner and in our chaste agency way, expressed his displeasure to the script getting rejected four times. And during the conversation, he himself came up with this idea saying that you are doing a lot of performance marketing these days. Do you want me to put keywords in the script? I said, why not? He said, what do you mean? I said, have you done any kind of research for the category which we are trying to write a film about? What is the customer's intent? What is the intent driven behavior that they are showing and is your film stacking up to that? If it is, I'll sign up on it right away and I'll give you twice the budget that we had initially agreed upon. First do that. I don't know what sparked the gentleman went back, did what he had to do. I don't know if he actually did his research, but the dough went to his gut and made this happen. But that is probably one of the most high performing films that we created. This was done when we celebrated bringing internet to India 25 years back as VSNL in 1995. I'm talking to three years back, this happened. That's one of the most watched films that we have ever made as a B2B company. It's crossed a million views. And for a B2B organization that's dealing primarily with enterprises, that's a different kind of a story. Nobody expected that to happen. So while we're talking about in entertainment and all the other things that we discussed, all very relevant point, I think sometimes thinking out of the box when you're actually creating the kind of content that you're looking to build, these things might help. Very interesting. We do a lot of conversations in the role that I run around. Measurement of content, right? And the funny thing around it is each content piece is different with the people that are in there, protagonists that are in there, the storytelling uptown, various ways of doing it. But still measurement is so critical in trying and finding one clear route or at least a direction in essence to how you put some method to this madness, right? And I'm glad that you spoke about that aspect. We also spoke about various audiences that are sitting and are consuming content around it as well, right? And then you did get a little bit of a perspective from Gaurav and Sogato on brands and their perspective on content. I've been on that side and I would love for all brands to get associated with content. But have you seen with your audience understanding that there are a certain set of audiences where branded content makes a lot of sense and there are certain set of audiences where we should ignore it completely? I hope you don't get fired for the second part of the question. If you ask a branded content guy who should be doing branded content, the by default answer is going to be everybody, right? So, but if I just layer that aspirations with reality about what is happening in my mind, I think I'm going to look at it. Branded content also actually a very vast definition. And unfortunately, unfortunately, nobody defined what branded content is. So I'm going to take the liberty of just broadening up the encompass. So in my mind, there are two buckets at which how branded content is created, right? One part is where you already have a property or an influencer or a protagonist ready and how the brand, for example, leverages it to use to reach out to audience, right? Now that is a much wider pool, right? Because if you want to be part of a pop culture, if you want to reach an average domestic Bharat household in India, then those properties already exist. And we've also seen that the audiences in terms of, because the viewership is very high, the pool of brands who want to leverage it is also very high. So from an FMCG to anybody who wants to reach, you know, it can be a cosmetic brand, that pool is very high, right? And that we've seen it, you know, it comes in different forms, whether it's an influencer video or it's a brand going inside the show, that's a much bigger pool. The other side of branded content is where we create content with a brand lens, right? Where there is, of course, content created for the viewer, but it's also subliminally, you know, fulfilling a brand objective. Now that is a much smaller pool, right? And we've seen that most of the brands who want to get inside are typical brands who have a more complex purchase behavior or they're trying to shape, for example, a purchase decision. So you typically see if you take one week to decide that product, it'll probably not be there. But if you take a month to decide it, right? That's exactly where this kind of bespoke content also plays a weight. So an automobile brand and a tech brand and Shauren's company, you'll really see are where the decision, the far more complicated as against an impulse purchase is where that site of branded content is actually getting more stronger. So from where I see it, I think in reality, it is very relevant for brand, for brands to invest into content because in this information clutter, it's one way that you can attack the head and heart together. But in reality, yes, the pools is kind of divided between two buckets, one bucket, which I think everybody is leveraging, the other pool, which is smaller, but it's increasing and we wanted to increase even further. So are you saying it's more objective defined rather than audience defined, mid and bottom funnel be more content focused? Is that what you're suggesting? Yeah, see, the difference between branded content and content is that somewhere you have to find that nice balance of what the viewer want and what the brand wants, right? So, yes, I mean, when we think branded content, the difference over viewership, we first put the brand lens and then we identify, okay, now keeping that into mind, how do we still engage with the audience because people still have to watch it? So yes, the first pivot to operate is what the brand objective is and then comes the challenging task of making Shauren, how do we still make it viewable? How does still it is content and not an advertising film? So, if I could jump in on that while I definitely agree it's objective based and always will be, I believe what digital has done has actually crashed the funnel. I think you have the same content piece that can do the job of awareness building as well as lead straight through to commerce because commerce is also digitally enabled today and that's definitely something new that all of us are dealing with right now. I'll just jump in and say that it's content's content. I mean, when you're saying it's branded or non-branded, it's a very industry term that we're using because we have jobs and we have segments that we were to take care of but I think the way to look at it is if somebody's watching on the other side from the audience or the consumer side how are they looking at it? Is it entertaining? Is it informative? Is it fun to watch? Should I watch it? Do I want to watch it? I think that's what matters. Brand ethos is relevant. Brand visibility not so much and is it sort of again, honest if it doesn't make sense those are the things that you look at whether it's branded or non-branded it is completely a corporate thing I would say. To add to what you said like the keywords thing you mentioned so very interesting. See basically whatever we do it's commercial art and then today you know so there has to be art and there is a commerce attached to it so the communication of it like the keywords or anything of the brand story or the brand ethos we can always put it in they call it a sweet pill they feed the child they put it in kheer they put it in medicine or how you feed the dog so it's a bit like that I feel but it can be done like like even Gwinjan said today content can be anything like entertainment yes information yes it has to be of use to who's watching if it's empty and he's just mundane he's just going through anything there's a different story I think it's much like even you meet someone you know and till the person is talking is of use to you you listen right and then you're there but you just zone out you know at times your friends also what are you talking about you go to the phone you do something so it's just you know of being used it can be entertainment it could be information and at the same time if it can be of use to the brand that we have a communication and we have some value to the consumer I think we have done our job it's very interesting you know I think everyone on the panel is saying that content is content and you need brands to be seamlessly fitting in there right I think I started this journey on content about eight years back a lot of brands were not having these conversations and I'm I'm quite as in this side of the panel I understand saying that but that's another panel also saying that is is great progress that I think the content journey has made we spoke a lot about branded content and I think the latest in branded or unbranded content is also how tech is getting enabled and activated in content right and I would like to start off with that side of the panel to understand you know how you guys are seeing tech enabling actually engagement of content with audiences right because that's what a lot of it is doing right now so any thoughts Gaurav Sageta whoever wants to go first so absolutely it's a fair point I think there's two sides to it one is that whether it's sound in cinema whether it's color whether it's VFX things like that they're all tools and you're still telling the story you're telling where you're telling it in 30 seconds because of the platforms limitations or it's a two hour story I don't think it makes a difference you just use the latest tool that's available to you to either automate save yourself time save yourself money I think that's fundamentally what it is but at the same time I think if you just take it a step further like personalization is something we were talking about I think it's going to fundamentally change how content is consumed I think you're moving from mass communication to mass personalization so it's fundamentally shifting so how that's going to pan out I don't think we know because I don't think it's really made an impact yet obviously you have these you have content on on Instagram or you're listening and watching something and everybody's watching that very very quickly because it becomes popular and the algo is serving it up to you but I think that's going to get sharper and sharper as things go on as more data gets collected and that's when it gets interesting because then how do I create content for 400 million people which caters to each individual one of them like Gungan was saying you know no 240 year old women in media are the same well that would go to just about anybody in the world right then how do you create content which communicates to all of them I mean is it more interactive where you're actually part of the storytelling is it not is it like you know sort of drip down where you're creating the story like you always did in people who find it interesting find it interesting no real answers there you know it's just like I think it's evolving at a very rapid rate and we'll see how it pans out but I mean tech enabled is what it is whether it's surfacing the content or storytelling itself it's going to be a big part of it so so you said personalization and interactivity right but I think what I was really keen to also get a keen perspective on is while I think a lot of content creators are quite excited about this whole tech ecosystem as brands also are you seeing that as something that's sustainable or are you seeing that as something which is above a lot of fat and it will lie down no absolutely again as brands and as people who create content for the living we just look at it as telling stories we don't look at it as oh this is branded content this is unbranded content right it's just stories so if some tech or AI involvement makes my content stand out or helps me visualize but I'm thinking in my head fantastic but there'll be a lot of stuff which people won't use at all but at the same time you're trying to also predict what the algo is doing so it might pick up what we're putting out there in social in some way or the other so there's a lot of human intelligence that does go into it because a lot of this stuff exists out there but it's like do I know how to use it or do I know how to sort of find the right sort of input to get the right kind of output that I require you still need people to sort of come in and hit that red button in the end right so comes under that in my opinion but as far as when you're looking at it I'm just looking at it as a story which can reach as many people as possible everything else is an enabler quite interesting uh so I'll just give an analogy I in my personal opinion tech I believe is like the share market just like you can't time the share market right similarly you can't you know define a role for tech saying I'll use only this or that vehicle to build content right and and I think what I've put it beautifully and I'll just rephrase it tech is an ingredient that goes into your recipe for creating the content right what what role it has to play is what is what you decide because the output of that content the outcome of that content is something that you've already decided and only then you have started on the journey to make that content right but where tech has a very important role to play I think personally is how you surface that content right something which two three years back was was a buzzword right and people who used it right actually you know got some significant upsides from it but then that what's a you know kind of shafted because of various policy issues was audio fingerprinting right now if you think that's a beautiful example of tech where I know with what cues I want to surface what kind of my content right other thing is tech make tech is another great enabler the whole I mean personally I believe that a company like Netflix is not great because of its content library that's one aspect to it right there is there is better content probably in Geo there's better content probably in Shamaru depending on the audience we're talking to Netflix is great because of its recommendation algorithm right I mean it gives you content that you want to watch and and lose sleep like what I've said in the beginning right so it's about how you use tech rather than getting carried away with tech tech per se at the start of the discussion I said that for me the next big thing in content is virtual and experiential tech has a huge role to play there but if we say that I will create a store in Metaverse and because I have to create a store in Metaverse then we are doing a disservice right if that store helps why not so that's that's what I would say hence the initial analogy of you can't time the share market you can't time what they call you can't put tags on this tech is to be used for this or that tech is used to be to be used for that this is what I would say I think interesting point on using tech in the right manner and I think a lot of times we're guilty of forcing it down you know because it's such a new thing so when so your estimation on when the Modi Dandia video came out I'm hoping that you saw that it was with Generative AI good thing or I'm sure Sunny you made plenty of Metaverse pitches in the last two years two years ago probably right so point I wish I know I had just two points and for that I wanted to share was something that I read somewhere I mean to your Netflix example and the content so there's a fundamental difference between a brand and a product right when some of the OTT does not stream the audiences and the consumers say they are not working on tech they are very bad on product the why are they not investing bad engineers bad UI bad UX blah blah when Netflix doesn't stream it must be my internet that's the brand it's not the product Netflix also offers have you ever as consumers and viewers said yaar jha bakwas you don't say it you say it must be my internet must be slow you you have 100 mbps but nahi that's the difference between that's the fundamental difference between how consumers viewers yaar bread and butter suppliers are seeing you outside which you don't even realize number one number two I'll just say it I always say this again but I mean code this again but it's my it's IP see I'll say it from a OTT POG right the fundamental difference between a TV channel and OTT is for a TV channel the brand or the genre is defined by the content it shows sasvoto TC music at the music channel sports at the sports all of that right it is defined the brand identity is defined by the content it has OTT has everything then who are we number three is anything that was invented to add convenience in consumers lives have always done well mobile phone nobody wanted to wait for the line line to convenience OTT was one example television kisamne appointment viewing no you had entertainment on the move that and that is why broadcaster OTT is where the first ones to come out what happened in the processes is from a second screen the ecosystem tried to be the first screen of entertainment tech is an enabler but what is the consumer asking he's only asking for convenience we have named a self-inflicted problem as innovation ai leo ml leo metaverse consume our consumers asking that how would a consumer know snackable content be OTT how many yeah and then we have created issue and a problem and we are trying to solve it is the consumer asking consumers are only asking for convenience all we need to do everything that we do has to enable that and the last piece sorry I took bit of a time but I had to say we are in a business of content and entertainment excel statement and that car now that we should have been in the bank excel happens when we do the P&L and P&L can't be in black if you don't do your primary job well very interesting from a platform standpoint from a bi-coms standpoint do you how do you see tech enabling you know we heard a lot on how Shimaru is seeing how tech enables audience interaction how do you guys are for seeing this the whole tech innovation space sorry I'm just going to add to what Gaurav and Shakthar was saying you know one of the things I think tech does and I'm I'm taking the liberty of speaking both as a content creator as a platform because we kind of do the both but when we create content what genuine advantage the tech adds it it just makes the content interactive right it just you certainly are not a static linear content which is somebody is watching on television you start enabling people to engage right and that engagement can be with the broadcaster it can be with the platform it actually can be with the brand also which comes on board so it does gives us a far more engaging hands and legs in terms of the viewer's mind check you know we for example I mean we just from a branded content lens we used to do this films with one of the alcohol brands where we do this brand films very big using a big boss protagonist and we do it every festive to festive but for one of the festive last year for new years we've turned everything into AI led where you can actually share personalize you know new year wishes spoken to you by the protagonist right now it's it's something which everybody's doing it right now but the TG whether we spoke hit very hard we had about hundred thousand people who actually created wishes and we just recently won a WMCA award as well so the point I'm saying is that just by tech tech just enable that static brand film into engagement which suddenly became a you know consumer to consumer things on the platform side also like you know we've always evolving and looking at those opportunities where the content can therefore become engaging whether it's you know engagement with the brand through whatsapp that you know for example today GeoCinema enabled or right from the times of woot where we used to have shop the look that you can do or simple things like you know play along CFE when you're watching KBC it just tech making that content that but more engaging and that's what as a broadcaster and as a content creator we strive to do we want the consumer to stick to us as soon as possible and I think engagement really goes multiple levels in that and tech is a big enablement yeah so I think brands have said that um tech needs to make sense for audiences you guys I think pretty much mirroring that conversation as well I think from a creator's standpoint and whichever way you know how a creator is looking at the whole ecosystem of AI generative AI content you know actually creators can leverage it quite a lot right what are you hearing from the whole creator ecosystem so for creators and I think what they represent today are probably younger more nimble media brands in themselves and them leveraging technology has always been the way so if you look at the way art and culture have evolved they have always reflected evolution and technology so whether it was Renoir using yellow lead tin oxide for his yellow in the paintings to you know the bible getting published by the Gutenberg press tech has always led the way for content to be distributed I think for creators while tech can definitely give you more avenues of distribution and almost also sharpen the brief because you're getting a lot more feedback now I think the human creative aspect can't be taken away and for them that endeavor will always be to make sure there are two things that you get out of the content you put out in the universe one is recognition and the others remembrance and let's face it all creators want that all brands want that it's literally the two things that you're gunning for whether it's tech enabled whether it's discovery enabled whether whether it's tech that's telling you hey this is now shareable snackable content none of that matters as long as it's remembrance and recognition that you're going for so I just like to add you know like uh since there's a lot of talk around AI you know tomorrow and what open AI will do and you know we'll get to do and tomorrow it'll control us but I don't know Phelal it's just a tool you know and tool is for use for convenience just like a hammer nail it's a tool and it has really worked you know what it does like for example we do storyboards and then you know to clients with BPM this time we did it uh animate like a storyboard from mid-journey and the client was extremely extremely happy are you at the border chat you know and people it's time as well at the same time as well yes and it's uh maybe a little cheaper down the line but more than that it was just it looked better so you know it's a little wow factor that tech gets to the clients to the consumer like a deep-fake and uh Cadbury huge Shah Rukh Khan and you know koi koi Ratan store bol rahe Shah Rukh Khan and you know bol rahe ke um yeh phala na Rajesh medical and they are getting really wowed about it you know so I think that's the main thing of AI and tech is always been right from you know right from the time I think it's sliced press you know once you got a knife you just cut it better you know so uh and it's just that and and that will always continue to do it will evolve till finally it takes you know us over and all that I hope I'm not there by then because I'm a control freak amazing I think uh a lovely conversation guys I think we could keep doing this but we're out of time as per the promter thank you very much for being a great panelist thank you audiences for hearing us out I'm hoping that you guys are taking some key outputs of the discussion over here and that's it thank you so much Sani let's give them a big big round of applause