Campaign India Team
Dec 18, 2020

Year-ender 2020: Changes that would have taken a few years have been rolled out overnight' - Prathyusha Agarwal

We ask industry leaders for a learning from 2020 and one thing that they want from 2021

Prathyusha Agarwal
Prathyusha Agarwal
Enough has been said about 2020. Campaign India is closing out the year by asking industry leaders about what has this different year taught them and what do they want from the year that comes up.
Here's what Prathyusha Agarwal, chief consumer officer, ZEE Entertainment Enterprises, had to say.
One learning from the magical year 2020?
Our change in behavior is far more flexible than our attitude to change and we can adapt to absolutely anything. 
A pandemic brought nations down to their knees and yet we were swift to come together, rethink, adapt and rise above. Businesses have steered a new course for themselves and changes that would have taken a few years, have been rolled out overnight. Innovation and Transformation became hygiene delivery to be operational as consumers and categories leapt a few years forward with habits forgotten and new routines formed overnight.
The year 2020 witnessed TV take centre stage like never before and evolve in importance with the value it has been adding to the daily lives of people and as the most trusted medium for advertisers . TV has always been the Greatest Common Unifier but its role as an informer, entertainer, influencer, stress reliever and most importantly a trusted family member became even more prominent. Our entertainment ecosystem went through transformational change from completely rethinking our channel offerings when fresh content supply was cut off to moving swiftly to hybrid production models with technology and digitization at the centre of all parts of our value chain.
One thing you want from the year 2021?   
To kick off an onwards and upwards journey in the Viewer VideoVerse.
The storm will soon get over, I am pretty certain, but we must build on the lessons we have learnt. TV  and overall video across screens has seen high levels of consumption than ever before and it is upto us to not only sustain but to evolve the category even further from this point. 
We have settled in the new world order of digitally enabling businesses, adapting to empathetic ways of working and in 2021, we look forward to building on this further. Uncertainty has always existed but people who can take it in their stride are the ones who actively engage with it. There are no rules of engagement anymore except for always keeping your consumer as the true north star. 
It’s a constant journey towards evolution in an ever changing world and being deeply tuned in with our people, partners, and viewers will continue to be our top priority. It’s a long distance marathon we run, not a short sprint and we will continue to cover that distance stronger and better when we walk together. 
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