About This Episode
Divya Dixit is the SVP – Direct Revenue, Marketing & Analytics at ALTBalaji – an Indian subscription-based video-on-demand platform. Divya is a seasoned marketing professional with over 20 years of experience across industries like digital, broadcasting, telecom, music, and retail. She was previously the VP of Marketing at Zee5 – an Indian video-on-demand service run by Essel Group.
Full Video Podcast:
Full Audio Podcast:
In this episode:
Ashana: How is the work from home situation turning out for you?
Divya: Work from home sets up a completely different kind of challenge that we were never familiar with.
→ There is no physical demarcation between work-life and personal life.
→ It demands the sheer discipline to be productive and manage the household chores and family.
→ We are effectively managing the internal team setup and workflows to cater to the rising demand on our platform.
Ashana: How has COVID impacted the business and industry you’re working in?
Divya: There is a pragmatic shift in the mediums adopted to market our content.
→ All the physical means like posters, banners, newspapers, etc. have come to a long pause, while digital grounds have seen an inflow like never before.
→ All the segments of the target audience are approachable within the ceratin routes of digital media.
→ There is a momentous rise in the consumer base reaching 160% of the pre-COVID count. We are upscaling our libraries of content to manage the supply accordingly.
→ We are launching new shows with the new lockdown phases. We are lucky to have the shows already shot with us to continue releasing new content for a long time to come ahead.
Ashana: How has the communication strategy evolved for ALTBalaji?
Divya: We are very cognizant of the current situation that the world is facing and we don’t want to be ignorant in our communication. There is, fortunately, an uptick in the demand for us, but what the society is facing right now is extremely unfortunate.
→ We are holding back the call for celebrating the new records ALTBalaji is setting in terms of viewership.
→ However, we are trying to be true to the subscribers we have. We are announcing new shows and are vocal about our platform for those who are waiting for our content.
→ Transparency and empathy is the driving factor that will take us or any other brand leaps and bounds ahead.
Check out the full episode to learn more about Divya’s views on the do’s and don’ts amidst the pandemic.