“I did not choose media; the media industry chose me.” 

My journey into this world was anything but conventional. I began with a background in computer science engineering, a field that grounded me in the principles of problem-solving and innovation. As I transitioned into product management and digital marketing, I realized that the media industry was ripe for disruption. This realization led me to where I am today, leading digital transformation efforts at Zee Media.

“Here, I’ve found the perfect playground for my passion for technology and media.” 

We’re leveraging cutting-edge tools in AI and machine learning, not just to predict what our audience wants but to deliver it in ways that keep them coming back. It’s about creating a digital experience that’s as dynamic and diverse as our audience.

Understanding the Digital Media Landscape

The rise of digital platforms is challenging traditional content delivery methods, and it’s clear that the future lies in mobile and app-based consumption. But what does this mean for a company with deep roots in traditional media?

The shift to digital has allowed us to reach tens of millions of new users and, more importantly, engage them in previously unimaginable ways. For instance, 60% of our traffic now comes from mobile web users, with 40% from our app, illustrating the critical role of mobile in today’s media consumption habits.

We’ve learned that understanding our audience’s unique needs and behaviors is crucial for user retention. This knowledge has enabled us to tailor our content and marketing strategies to meet users where they are—on their phones, tablets, and laptops.

Connecting with 500 Million Audience

“India’s diversity presents both a challenge and an opportunity.”

Our audience spans different cultures, languages, and preferences, and our content strategy reflects this. We’ve developed a sophisticated approach to audience segmentation that goes beyond simple demographics.

For example, we segment our audience not just by age or gender but by their specific interests and geographical location. During IPL or the Elections, we see many new users from all across the country who engage intensely, and we tailor the content based on their interests, such as their team or the party they support. This level of detail is crucial in delivering content that resonates we maintain a strong core audience by focusing on user retention strategies on a personal level, and it’s a strategy that has paid off in terms of user engagement.

Strategic Marketing Approaches

“66% of brands have a well-defined content strategy,” and “68% of companies have increased their content marketing ROI,” thanks to AI. Our approach is deeply data-driven, focusing on key metrics like page views, engagement rates, and user retention. For example, we’ve seen a 90% churn rate over three months, but by focusing on user retention strategies, we maintain a strong core audience.

One key strategy we’ve employed is leveraging breaking news to drive user engagement. When a major news event occurs, we capitalize on the surge of interest by pushing relevant content through our app and website, converting mobile web users into app users. For example, Indian athletes won medals at the Olympics, so we pushed more relevant content through our app and website.This approach is particularly effective because app users tend to be more loyal and engaged. Our efforts to retain these users involve everything from push notifications to personalized content recommendations, all designed to keep our audience coming back. In fact, 70-80% of our app users open the app daily, largely driven by timely notifications.

Integrating AI and Machine Learning

Artificial intelligence and machine learning are integral to our operations. These technologies allow us to analyze user data, anticipate behavior, personalize content, and optimize our marketing efforts. 

For instance, “60% of the notifications we send are automated,” thanks to AI that helps us categorize news stories and match them with the right audience segments. For example, someone interested in sports will see more sports stories, while someone leaning toward politics will see more political content. With AI, we can ensure that the right news reaches the right users at the right time, maximizing engagement and user retention. Our AI-driven content recommendation engine also plays a crucial role in increasing page views per user, a key metric for our business.

Building Trust and Community

Misinformation is rampant in today’s world, and trust has become the cornerstone of our strategy. We’re committed to delivering accurate and reliable content while also building a sense of community among our users. 

“One way we build trust is by being transparent about our content creation processes.” We actively engage with our audience through social media and other digital platforms, creating a dialogue that builds trust and encourages participation. This approach has helped us cultivate a loyal user base that values our content and trusts our brand.

Looking Ahead: The Future of Media

As we look to the future, it’s clear that the media industry will continue to evolve at a rapid pace. We’re excited about the possibilities this presents and are constantly exploring new technologies and strategies to enhance our offerings and stay ahead of the curve.

One area we’re particularly focused on is original content. The media landscape is shifting with the rise of generative AI and conversational search. Users are increasingly turning to AI-powered tools like ChatGPT for quick answers, which means that traditional media outlets need to find new ways to engage their audience. 

“We believe that original, in-depth content is the key to staying relevant in this new landscape.” 

By creating content that goes beyond superficial news and goes deeper into a user’s topics of interest, we can offer something other platforms can’t—a rich, immersive experience that keeps users coming back.

For example, rather than just reporting on a breaking news event, we might create a 30-minute documentary that explores the story in depth, offering insights and perspectives that can’t be found elsewhere. This approach not only sets us apart from other media outlets but also aligns with our goal of providing a comprehensive, engaging digital experience.

Conclusion

The journey is far from over, and I’m thrilled to be part of a team that’s not just observing the changes in the media industry but driving them. By leveraging AI, focusing on personalized content, and staying attuned to the needs of our diverse audience, we’re positioning ourselves as leaders in the digital age. 

“Together, we’re adapting for the future—by shaping it.”

Thank you for exploring Zee Media’s journey and insights with us. We would love to hear your thoughts and feedback. To dive deeper into Zee media’s strategies and vision, listen to the full podcast on Spotify or YouTube, and don’t forget to leave a comment. Stay connected with us for more updates, and follow our blog and social media channels for the latest news in the media and entertainment industry. Together, let’s shape the future of media & entertainment.

About the Author

Akshansh Yadav, Head of Products & Engineering, IDPL & DMCL (Zee Media).

As the Head of Digital Products at Z Media Group, Akshansh brings a unique blend of technology and media expertise to the table. With a background in computer science and extensive experience in product management and digital marketing, he is well-equipped to lead Z Media’s digital transformation. Passionate about innovation and driven to push boundaries, Akshansh is dedicated to creating a digital experience that resonates with millions of users across India.