1. How is the entertainment industry getting influenced by the increase in percentage of the Gen Y viewers?
There has been an increase in the Gen Y viewership primarily in the English entertainment and music genres but not necessarily at the same rate in the GEC (General Entertainment Channels). In the GEC, there has been an increase in viewership within the shoulder time bands (7-8PM and 10PM onwards) of the Gen Y viewers. With the penetration of internet and mobile, these are more attractive time spending options for Gen Y audiences and one can expect these media platforms to see a higher rate of growth in Gen Y audiences.
Broadcasters are now extending their content to mobile and web. With the introduction and subsequent proliferation of 3G and broadband, we see more cannibalization of content created for TV with mobile and internet.
2. When program formats are developed by Optimystix, are any particular elements included to attract and engage Gen Y viewers?
Yes in two ways. The GEC channels have introduced an interactive element in the programmes like call-ins, SMS, India voting and download sections on their websites to attract younger audiences who believe in influencing the end result. Dancing and comedy genres have introduced content that is focused on competitions where the younger generation wants to play a role in deciding who the winner is. Forays into mobile content typically attract Gen Y and humor/movie related new content is being created for mobile. You can have a look at some sample content on www.mainduck.com. Expect to see more mobile content created by Optimystix on your mobile screen soon via your mobile operator.
3. According to you what kind of television programs are a hit among Gen Y viewers?
Genres of singing, dancing, comedy and spoofy shows like SET's Comedy Circus are a hit. On niche channels, MTV’s ‘Roadies’ is a show particularly focused towards attracting the young Gen Y audience.
4. How is the entertainment industry getting impacted by the influx of Gen Y workforce?
One would be on generating fresh creative output to meet the objective of different genres of programming. Their biggest impact would be on programs particularly targeted towards the youth, as against creative input they would bring to GEC, focussed on big shiny floor entertainment programs targeted for the entire family.
The impact of Gen Y workforce is significant when creating content targeting the youth itself – youth programming on music channels, gaming industry, mobile, internet and the likes.
5. What according to you is and will be the impact of Gen Y employees on the corporate culture?
The Gen Y workforce tends to focus more on the ‘end’ rather than the ‘means’ to reach an objective. They also bring in a lot of movement, energy and diversity within the organisation. At Optimystix we have a healthy mix of people. Young talent is managed and supervised by experienced talent. Today our middle management rung consists of young people who have grown in the organisation over the years and have integrated well to create a cohesive culture of the organisation which transcends youthful zeal and enthusiasm with the thoroughness and wisdom of experience.
6. What are the challenges in managing them at the workplace?
A major challenge in managing this hyperactive workforce is discipline and adherence to process. Control is a challenge. What works with selling the principles of discipline and process is persistence and presenting the benefits and values of adhering to processes and discipline via real life examples. This generation thinks more off the hip rather than the head. They are more emotional than calculative and introspective. As managers we need to spend time with them to demonstrate the bigger/macro picture. They tend to have a myopic view and believe more in shortcuts rather than hard work. With guidance and persistence, we can achieve the desired results.
7. They have global reach and trends across the world reach them in real time - Is their leaning towards India – the country lower therefore?
I wouldn’t say so. They are globally aware but their connection to India is strong.
8. Any message you would like to share with our readers belonging to the Gen Y?
My message to them is that there is a lot of merit in hard work especially when it’s coupled with an intelligent approach to hard work. Shortcuts don’t work all the time. One should take the time to dot the ‘i’s and cross the ‘t’s. Focusing on details is important.