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India's soul is steeped in stories, from epic sagas to fireside folktales. As far back as I can remember, stories have been the lifeblood of every corner of our media. From the fantastical journeys in comic books to the tear-jerking dramas on screen, the Indian audience craves a good narrative. We hold dear the heroes of our childhood – the goofy charm of Chacha Chowdhury, the unwavering bravery of Shaktimaan.
Think back to those lazy afternoons, curled up at your grandma's feet, her voice weaving a magic spell with the Ramayana or Mahabharata. Doordarshan brought these epics to life on our tiny screens, and now, thanks to the pandemic, a whole new generation of Gen Z is discovering their magic. Stories are everywhere in India, like the warm spices that waft through the air. Two strangers on a train journey, from completely different worlds, can bridge the gap with a shared story, or even better, one they weave together on the spot. From the timeless sagas of our ancestors to the gripping novels of today, Indians have always embraced the power of a good story, no matter the format.
But the way we consume these stories is changing. Technology and the internet have woven a new tapestry, and in this blog post, we'll explore the exciting future of content in India. We'll delve into the world of audio – a universe waiting to be explored through audio films, series, podcasts, and captivating audiobooks. We'll also peek behind the curtain to see how companies like Pocket FM, Audible, and Spotify are crafting innovative ways to bring these stories to life, not just for our ears, but for our wallets as well.
Audio content has been gaining popularity in recent years, with the rise of platforms like Pocket FM, Audible, KukuFM, . These platforms offer a wide range of audio content, from audiobooks to podcasts, making it easier for people to consume content on the go. While we study the audience for the content we must understand who the audience is, every platform is inclusive when they view the audience. Indian smartphone users are 98.4%, and nearly 45% are visually impaired persons using smartphones for knowledge and entertainment. This inclusive data points to the potential reach of more than 3 billion people who are interested in audio content only. Besides, content like these benefits people who have busy schedules and may not have the time to sit down and read a book or watch a movie.
Jha (2024) reported on Livemint link1 that the addressable growing market of audio content in India is going to be 540 million by 2027. Compelling storytelling techniques and interesting subscription models are pulling the crowd for this market. Most engagement in the audio industry, in particular audio movies, have been gaining traction in India. These are short films that are designed to be listened to rather than watched. They are usually accompanied by sound effects and music, making for a more immersive experience. A 5G internet access and a massive 50% population interested in only audio content, has given rise to a new content reach in all demography which is undervalued by mainstream forms of media, like TV or internet.
Directed by Binoy Karamen and produced by Klum (a luxury apparel brand) and Intellectual Monkey Productions, the Malayalam film "Blindfold" shatters cinematic norms by relying solely on sound to tell a gripping murder mystery. This audacious experiment, the first-ever audio film in India, establishes a new genre and challenges the medium's traditional dependence on visuals. By placing viewers in the world of a blind protagonist through sound design, music, and dialogue, "Blindfold" offers a deeply immersive experience that compels us to rely on our aural senses and imagination. This groundbreaking film has the potential to redefine entertainment and inspire a new wave of audio-driven storytelling. The director Karameen says,
“The medium of cinema is visual. Blindfold does not have visuals. Despite that, it does not limit the cinematic experience a normal cinema can offer. In theatres, one can truly experience this. This project has been the result of my thinking and research for the past 11 years. It has always fascinated me how different elements of a movie affect the viewer’s senses,” said Karamen.
The creators of "Blindfold" utilized cutting-edge audio technology to capture a truly panoramic soundscape, transporting the audience into the heart of the story. Sound designer Ajil Kurian meticulously crafted the aural experience, while composer Krishnan Unni and Steev Benjamin wove together music and background score to further enhance the immersion (Express News Service 2023) link 3. Surya Gayathri's script provided the foundation for this innovative storytelling, ensuring a cohesive narrative delivered entirely through sound.
With the rise of these underplayed platforms, companies like Pocket FM, Audible, and Spotify have been exploring various revenue generation models to monetize their content. Pocket FM works on a freemium model, (Malik, 2022) link 2 they recently added a new system (micropayment module) similar to gaming apps where you can buy small amounts of credits to unlock content you want to hear, instead of paying a monthly subscription fee. This gives you more control over what you pay for. Subscription-based models have been the most popular, with users paying a monthly or yearly fee to access premium content. Advertisements and sponsorships have also been a significant source of revenue for these platforms.
In addition to these models, companies have also been exploring the potential of merchandise and live events. For example, Pocket FM has started selling merchandise related to their popular audio films, while Spotify has been organizing live events featuring popular podcasters. These models not only generate revenue but also help in building a community around the content.
The future of content in India is brimming bright, with the rise of underplayed platforms and the exploration of new revenue generation models it also gives rise to creativity and passion to explore careers in scriptwriting, content producers, cinematographers, voiceover artists, dubbing artists, sound managers etc. Audio films, series, books, podcasts, and short stories have opened up new avenues for content creators and companies to reach a wider audience. With the increasing accessibility of technology and the internet, the potential for growth in this sector is immense. As we move towards a more digital world, it will be interesting to see how these platforms and models evolve and shape the future of content in India.
Salary ranges for these audio content professions in India (as of May 2024)
| Profession | Estimated Salary Range (INR per year) |
|---|---|
| Audio Producer | ₹3,50,000 - ₹11,00,000 |
| Audio Editor | ₹2,50,000 - ₹8,00,000 |
| Voiceover Artist | ₹1,50,000 - ₹5,00,000 (can vary greatly depending on experience, voice quality, and project type) |
| Audio Scriptwriter | ₹3,00,000 - ₹9,00,000 |
| Audio Content Marketer | ₹4,00,000 - ₹7,00,000 |
| Audio Content Writer | ₹3,00,000 - ₹8,00,000 |
The audio content industry is a rapidly growing market with a wide range of job opportunities for those interested in pursuing a career in this field. From audio producers to content writers, there are various roles available for individuals with skills in audio production, editing, and writing. As the demand for audio content continues to rise, the job market for the audio industry is expected to grow even further.
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Written by: Dr. Rajeswari Saha ISB&M, Nande