Transformative evolution of Digital entertainment: Ajit Manerikar

Welcome to the mesmerizing world where stories come to life and imagination knows no bounds! In the ever-evolving landscape of content creation and entertainment, we embark on an enchanting journey through the realms of creativity, innovation, and boundless imagination. From the silver screen to the palm of your hand, the possibilities are endless as we explore the dynamic art of storytelling in its myriad forms.

In conversation with Adgully, Ajit Manerikar, SVP - Production & Commercials, Rusk Media, speaks about developing a deep connect with the Gen-Z audience with its content, the mobile-first approach to content creation, evolution in the company’s distribution strategy, leveraging data and research to enhance the content creation process, and much more.

Could you describe Rusk Media’s mobile-first approach to content creation and how this sets you apart from traditional content providers?

At Rusk Media, we have embraced a mobile-first approach to content creation, recognising the profound shift in consumption patterns, particularly among Gen Z and younger audiences. Our strategy revolves around crafting immersive and engaging content specifically tailored for mobile platforms, rather than repurposing content designed for traditional television. We understand that the mobile experience demands a different approach – one that caters to shorter attention spans and the preference for snackable, easily consumable content. As such, we focus on creating premium, serialised content spanning various genres, including fiction and non-fiction, presented in bite-sized formats optimised for mobile viewing.

This mobile-first mindset sets us apart from traditional content providers, who often attempt to retrofit their existing offerings for mobile platforms. Our content is designed from the ground up with the mobile viewer in mind, ensuring a seamless and captivating experience on personal screens. Moreover, we recognise the importance of interactivity and social elements in mobile content consumption. By incorporating elements that encourage engagement, such as user-generated content, influencer collaborations, and gamification, we foster a sense of community and enhance the overall user experience, further distinguishing us from traditional providers. In essence, our mobile-first approach is a strategic response to the evolving digital landscape, enabling us to deliver premium, snackable content that resonates deeply with our target audience and keeps them engaged in an era where personal screens reign supreme.

With the significant shift towards mobile content consumption, how has Rusk Media adapted its content development and distribution strategies to meet these new consumer behaviours?

The shift towards mobile content consumption has been pivotal in shaping our content development and distribution strategies at Rusk Media. We recognised the need to prioritise formats and storytelling styles optimised for mobile viewing. As a result, we embraced the concept of snackable content, typically ranging from 10 to 15 minutes in duration, ensuring that each episode or segment delivers an immersive and satisfying experience while aligning with the shorter attention spans prevalent among mobile consumers. Additionally, we adopted a multi-format approach, creating content that can seamlessly transition across various platforms, including social media, OTT platforms, and digital channels.

Our distribution strategy has also evolved to cater to the mobile-first audience. We have built a robust presence across multiple platforms, including YouTube, Instagram, Facebook, and various OTT services. This multi-platform approach ensures that our content is readily available to viewers, catering to their preferences and consumption habits.

Furthermore, we leverage influencer marketing, user-generated content, and data analytics to foster community engagement, align with the social nature of mobile content consumption, and continuously refine our offerings based on audience insights. By adapting our strategies to the mobile-first paradigm, we have positioned ourselves as a leading provider of premium, engaging, and easily accessible content tailored to the unique behaviours and expectations of today’s mobile consumers.

What unique behavioral patterns have you observed in Gen Z audiences across different regions, and how does Rusk Media tailor content to resonate with these diverse groups?

We have closely observed the behavioral patterns and preferences of Gen Z audiences across different regions, which has enabled us to tailor our content offerings effectively to resonate with these diverse groups. One notable pattern we've observed is the strong affinity towards relatable storytelling that mirrors their lived experiences. Gen Z audiences seek content that authentically captures their aspirations, struggles, and the nuances of their daily lives. To cater to this preference, we have focused on developing narratives and characters that resonate deeply with specific regional contexts, incorporating elements of local cultures, dialects, and social dynamics.

Additionally, we’ve witnessed a high engagement with interactive and participatory content among Gen Z audiences. They thrive on being actively involved in the content experience, whether through user-generated contributions, social media interactions, or immersive digital experiences. In response, we have integrated elements such as influencer collaborations, audience-driven storylines, and gamification to foster a sense of community and co-creation.

Furthermore, we’ve observed that Gen Z audiences across different regions share a common interest in exploring diverse perspectives and narratives. They are curious and open-minded, seeking content that expands their worldviews and challenges traditional norms. To meet this desire, we have diversified our content offerings, exploring themes and subjects that transcend regional boundaries while still maintaining cultural relevance.

By leveraging these insights into Gen Z behavioral patterns, we tailor our content development strategies to ensure that our narratives resonate with diverse regional audiences. Whether it is through authentic storytelling, interactive experiences, or exploring diverse perspectives, we strive to create content that not only entertains but also fosters a sense of connection and belonging among our Gen Z viewers.

How does Rusk leverage data and research to enhance its content creation process, and could you share an example where data significantly influenced a project’s direction?

At Rusk Media, we place a strong emphasis on leveraging data and research to inform and enhance our content creation process. Our dedicated research and analytics team diligently gathers industry insights, audience preferences, and consumption patterns, enabling us to develop content that resonates deeply with our target audience. This data-driven approach allows us to stay ahead of emerging trends and tailor our offerings to meet the evolving needs of our viewers.

One notable example where data significantly influenced a project's direction was our decision to expand the scope of our successful IP, PLAYGROUND. Initially conceptualised as a gaming-focused entertainment property, our analysis of viewership data and audience feedback revealed a broader interest in diverse content formats, including scripted narratives and reality-based challenges. Responding to these insights, we transformed PLAYGROUND into a multi-format franchise, incorporating elements of fiction, reality shows, and influencer collaborations. This data-backed pivot allowed us to captivate a wider audience and solidify PLAYGROUND’s position as a flagship IP, driving substantial growth in viewership and revenue.

Given the focus on North India, how does Rusk’s content cater specifically to this demographic while maintaining universal appeal?

Our approach to content creation involves thoughtfully blending elements that resonate with the cultural nuances and preferences of our core demographic in North India, while simultaneously exploring themes and narratives that transcend regional boundaries and maintain universal appeal. For our North Indian viewers, we incorporate authentic storytelling that captures the essence of their lived experiences, values, and aspirations. This includes incorporating regional dialects, showcasing local cultures and traditions, and exploring themes that resonate with the social dynamics prevalent in this demographic.

However, we also recognise that compelling narratives and human experiences have the power to transcend geographical boundaries. While our stories may be rooted in specific regional contexts, we ensure that the core themes, emotions, and character arcs explore universal human experiences that resonate with audiences across diverse backgrounds. For instance, our recent show, ‘School Friends’, explores the complexities of adolescent friendships, navigating challenges that resonate with young audiences worldwide. By skillfully blending regional specificity with universal themes, we craft narratives that captivate our core audience while fostering a sense of connection and resonance across diverse audiences.

What strategies does Rusk Media employ to engage viewers across Tier 1, 2, and 3 cities, and how do you balance the content needs of these varied audiences?

We recognise the diverse content preferences and consumption patterns that exist among audiences across Tier 1, 2, and 3 cities. To effectively engage viewers from these varied demographics, we employ a multi-pronged strategy that encompasses content diversity, platform accessibility, and targeted promotional efforts.

Firstly, we curate a diverse content portfolio that caters to a wide range of interests and preferences. While our core offerings may resonate strongly with urban audiences in Tier 1 cities, we also develop dedicated content tailored specifically for viewers in Tier 2 and 3 cities. This includes exploring themes and storytelling styles that align with their unique cultural contexts and aspirations, ensuring that our content remains relevant and relatable across different regions.

Secondly, we prioritise platform accessibility to ensure that our content reaches audiences wherever they consume entertainment. By maintaining a strong presence across various digital platforms, including social media, OTT services, and regional streaming platforms, we meet viewers where they are, catering to their preferred consumption channels and facilitating seamless content discovery.

Additionally, we leverage targeted promotional campaigns and influencer collaborations to effectively reach and engage audiences across different city tiers. By partnering with locally relevant influencers and leveraging regional marketing strategies, we create buzz and awareness around our content, fostering a sense of connection and resonance with viewers from diverse backgrounds.

How does Rusk Media blend TV-style episodic storytelling with snackable content to provide a holistic viewing experience?

At Rusk Media, we understand that today’s audiences crave both engaging, long-form narratives and easily consumable, bite-sized content. To cater to these diverse preferences, we have developed a unique approach that blends the best of TV-style episodic storytelling with snackable, mobile-friendly content formats. Our strategy revolves around creating multi-episodic, multi-season franchises that offer viewers the opportunity to immerse themselves in rich, character-driven narratives. Drawing inspiration from the episodic nature of traditional TV shows, we craft compelling storylines that unfold over multiple episodes, allowing for character development, plot twists, and narrative arcs that keep viewers invested and eager for more.

However, we recognise that the mobile-first generation often gravitates towards shorter, more consumable content. To accommodate this preference, we package our episodic narratives into snackable segments, typically ranging from 10 to 15 minutes in duration. This format allows viewers to enjoy engaging stories in easily digestible chunks, aligning with the on-the-go lifestyle and shorter attention spans prevalent among our target audience.

Furthermore, we leverage the power of social media and digital platforms to enhance the viewing experience. By releasing these snackable episodes across various platforms, we create a sense of anticipation and encourage viewers to engage with the content through discussions, reactions, and speculations, fostering a community-driven experience akin to the watercooler conversations surrounding popular TV shows.

Rusk Media has been setting trends with long-running series. What is your approach to keeping such series fresh and engaging over time?

Maintaining the freshness and engagement of these series is a crucial endeavour, and we employ a multifaceted approach to achieve this goal. One key aspect of our strategy involves staying attuned to audience feedback and trends. We actively seek input from our viewers through various channels, such as social media interactions, focus group discussions, and data analytics. By closely monitoring their reactions, preferences, and evolving interests, we can adapt our storylines, introduce new characters, and explore fresh narrative arcs that resonate with our audience and keep them invested.

Additionally, we prioritise character development and depth as a cornerstone of our long-running series. Rather than relying solely on plot twists or gimmicks, we focus on crafting rich, multidimensional characters that evolve and grow alongside the narrative. This approach not only fosters a deeper emotional connection with viewers but also opens up opportunities for exploring new facets of these characters, keeping the storytelling dynamic and engaging.

Furthermore, we embrace the power of collaborations and cross-pollination of ideas. By partnering with talented writers, directors, and industry professionals from diverse backgrounds, we infuse our series with fresh perspectives, creative insights, and innovative storytelling techniques. This collaborative approach helps us avoid stagnation and ensures that our long-running series remains relevant and captivating.

Moreover, we constantly explore new formats, technologies, and distribution channels to enhance the viewing experience. Whether it's incorporating interactive elements, experimenting with emerging technologies like virtual reality or augmented reality, or leveraging new platforms, we strive to keep our long-running series at the forefront of innovation, offering viewers a constantly evolving and engaging experience.

Looking ahead, how do you see the landscape of digital entertainment evolving, and what next steps are Rusk Media taking to lead in this space?

The digital entertainment landscape is poised for a transformative evolution, driven by rapid technological advancements and shifting consumer behaviours. At Rusk Media, we anticipate several key trends that will shape the future of this industry, including the rise of immersive and interactive experiences facilitated by technologies like virtual reality, augmented reality, and MR. Additionally, the integration of AI and machine learning will play a pivotal role in personalised content curation, recommendation engines, and even content creation itself. We also foresee a surge in user-generated content and the democratization of content creation, enabled by advanced mobile devices and easy-to-use editing tools.

To lead in this evolving digital entertainment space, Rusk Media is taking proactive steps to embrace these emerging trends. We are actively exploring partnerships and collaborations to develop cutting-edge, interactive content experiences leveraging immersive technologies. Moreover, we are investing in AI and machine learning capabilities to enhance content curation, recommendations, and data-driven storytelling. By staying ahead of the curve and actively embracing these emerging trends, Rusk Media is well-positioned to lead the charge in the digital entertainment space, delivering innovative, immersive, and personalised experiences that captivate and engage audiences like never before.

Could you share insights on how Rusk Media’s storytelling techniques have evolved to better connect with and impact the Gen-Z audience?

The connection with the Gen-Z audience requires a deep understanding of their values, aspirations, and the way they consume and engage with content. To better resonate with this demographic, we have evolved our storytelling techniques in several key ways. Firstly, we have embraced a more authentic and relatable approach to storytelling. Gen-Z audiences crave narratives that mirror their lived experiences, struggles, and triumphs. As a result, we have shifted our focus towards crafting stories that explore real-life issues, challenges, and themes that resonate with their realities. By incorporating elements of their subcultures, and perspectives, we create a sense of familiarity and relatability that fosters a deeper connection with our viewers.

Additionally, we have prioritised the development of multidimensional and diverse characters that challenge traditional stereotypes. Gen-Z audiences value inclusivity and representation, and they seek characters that reflect the complexities and nuances of their identities. By crafting complex and layered characters that defy conventional norms, we not only provide a refreshing perspective but also offer opportunities for self-reflection and personal growth for our viewers. Furthermore, we have incorporated interactive and participatory elements into our storytelling process. Gen-Z audiences thrive on engagement and co-creation, and we have responded by integrating techniques such as audience-driven storylines, interactive social media campaigns, and user-generated content collaborations.

Moreover, we have embraced a multimedia and platform-agnostic approach to storytelling. Gen-Z audiences consume content across multiple platforms and devices, and we have adapted our storytelling techniques to seamlessly transition between different formats and mediums. By leveraging various platforms, such as social media, web series, and traditional episodic formats, we ensure that our stories remain accessible and engaging, meeting our audiences where they consume content.