Prittle Prattle News in conversation with Divya Dixit, Business Strategy & Growth Advisor
What does your company do? Your role in it?
iTap is a revolutionary new age entertainment platform meant for the young where movies, web series, Gaming and Esports are key drivers. Our smartphone addicted audience of young digital natives inspire us to create innovative content and engaging games that are constantly being reshaped by Blockchain, Web3 and new economic models of earning & owning time. In advisory capacity I handle the entire platform functions of Business, Content Strategy and growth. Since I have with an experience in managing large OTT platforms like Alt Balaji and ZEE5, having a perspective on mapping out the potential areas of growth and strategies to penetrate the Indian masses better, comes naturally.
Evolution in the past few years in the industry you work in. Your contribution to the betterment?
When the OTT industry initially arrived on the Indian scenario, there was a dominant presence of international content. With the exponentially growing audience in the Indian subcontinent, the need for local relatable became dominant. At the platforms I led, we ensured that all ages, demographics and people from different walks of life could experience content that they enjoyed and could relate to on their fingertips. If you were to take all OTT platforms today which are major players across the world, you would see that there is a dominant seeding of regional content catering to the audiences of the region they are operating in, and I count that as a big win for local language content and democratization of OTT that I set out to do.
Any Success routine you would like to suggest
Start Early, Finish Last. I have always followed this. Your work life has to be a mix of hard work and smart work. Be persistent and if you can keep your focus amongst chaos then you are home safe.
Explain Post Covid-19 Scenario by 2030 for the company and your career.
Post Covid there is revenge shopping, revenge travelling, revenge buying, revenge dining etc etc as people are making up for the lost time. This obviously means that OTT platforms growth have been rationalized, however since iTAP is a new kid on the block, the growth path has been on a good curve.
Presently I am involved in 3 projects simultaneously and enjoying this phase of working across multiple business streams
Why did you choose this industry over any other space?
I started my entertainment journey with broadcast industry and OTT was a new concept when I decided to make the shift. More than anything else, I chose this industry over any other space because I have always been curious about innovations and digital entertainment that connects with the audiences in business to consumer format. Infact I was already involved in it at Tata Docomo where I led the content acquisition piece for 3G spectrum when we launched in 2008. The thought that you can serve consumer content tailored to his/her needs anytime, anywhere opened up such innovative experiments that I decided I wanted to be a part of it.
Inspiring quote for aspiring youth.
Success is not final; Failure is not fatal; It is the courage to continue that counts.
Divya Dixit, Business Strategy & Growth Advisor
