Sanjog Gupta explores the 4D’s of media disruption at the SVG Summit

Head of Sports Disney Star, Sanjog Gupta, shed light on the 4 D’s of media disruption at the SVG Summit in Mumbai today. The 4D’s he highlighted are Disaggregation of attention, Decentralization of platforms, Democratization of creation, and Digitization of experiences.

He recounted how in 2014, he met his colleague Mike in Los Angeles, where he invited him to visit India. He experienced the creativity and enterprising nature of the sports broadcasting sector here. Gupta noted the timing of the first-ever SVG summit as particularly apt. He remarked, “It comes at a time of paradigm shifts in the sports broadcasting landscape worldwide, driven by profound, irreversible, and far-reaching forces, shaped by rapidly evolving consumers and changing consumption patterns.”

He elaborated on the 4 D's of media disruption:

Firstly, Disaggregation of attention. Consumers have more media choices than ever and are more distracted than before. The competition for attention is intense, even for sports content. Every second of attention must be earned.

Secondly, Decentralization of platforms. The idea of a single destination for content is challenged; there are myriad ways to consume content now.

Thirdly, Democratization of creation. The resources required for content creation and distribution have become more accessible, making it easier for creators to find an audience.

And finally, Digitization of experiences. Technological advancements are reshaping how we experience media, from work to play, altering what is considered "normal."

Gupta emphasized the need to continually reimagine sports viewing experiences to keep pace with these changes. He stressed the importance of asking, "What's next?" to maintain the allure of sports as a cornerstone of viewing.

He observed the rapid pace of change in India, particularly in the sports landscape. Factors such as the growing middle class, increasing discretionary spending, and rising health awareness contribute to the expanding role of sports in Indian society.

Gupta concluded by urging collaboration to build a thriving future for sports broadcasting, leveraging India's energy, innovation, and enterprise.