Sanjay Mehta’s presentation on the Power Panel: Social Media and the Entertainment Business at the IndiaSocial Summit 2012

1. Social Media and the Entertainment
Business
Sanjay Mehta
Jt CEO, Social Wavelength

2. A Quick Introduction:
About Me

4. My 5 slides:
1. Movies: Saturday’s the new Friday
2. TV on Social: the end, not just the
means
3. TV gets Social
4. Live Events: Never alone!
5. Understanding social signals

5. Movies: how Saturday’s the new Friday
• So who cares about the newspaper reviews?
Waiting for Sat morning, FB / Twitter verdict
• Which explains:
> Dramatic crashes (e.g. Agent Vinod)
> Late revivals (e.g. Paan Singh Tomar, Kahaani)
• Y Films: nurturing a community

6. TV on Social: not just
A Means, but the
End?!
• Every other category uses online means to drive
footfalls or leads, to a physical business; television
is different
• Who moved my audience? The changing media
consumption platforms
•The content that YOUR brand stands for, delivered
WHERE your audience is; staying relevant
•Packaged differently for different formats

7. Chatterboxing: TV goes Social
• TV is everywhere, and so’s the phone
• The Second Screen
• Twitter, FB, Get Glue, etc.
• TV becomes interactive pro-actively
• Typical consumer responses:
-Like social chatter about TV
-See live TV to avoid social spoilers
-Persuaded to watch ‘catch up TV’ if they
see a lot of chatterboxing around a show

8. You are not alone: Live Event is a
Virtual Stadium

9. Interpreting Social Signals
•What does the pre-release social buzz foretell about
the fortune of the film? Too late to correct? Or not?
• Program Share of voice
•Trends and Preferences
• Response to changes on air?
• Deeper dive: those who connect with a show,
connect with what else?!

10. THANK YOU!
Sanjay Mehta
JtCEO, Social Wavelength
@sm63