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"If ContentSutra weren't independent, I wouldn't be working here" - An exclusive interview with Mr. Nikhil Pahwa, ContentSutra Editor [19.05.07]

AG:  What's ContentSutra in three words?

NP: Digital Media India

AG: How is ContentSutra different from other sites? Why do you like to work there?

NP: Publications are about editorial selection, and hence we offer a different perspective on the transformation of media in India. The most critical (and the toughest) part of my job at ContentSutra - and I can't emphasise this enough - is to offer an independent take on the news. We don't just copy-paste releases or stories - we select what we think is relevant, and often ask questions, raise issues and foster a discussion. We learn from our readers' comments and feedback - they give us an edge. In fact, of all our three sites, ContentSutra.com is the most active in terms of participation, in spite of being the smallest.

I like to work at ContentSutra because I value my independence and integrity; if it weren't independent, I wouldn't be working here. The readers - their messages, mails and calls - motivate me. The other great thing is because we're a lean operation, one gets the opportunity to work on a variety of things - from new product launches to organizing events. 

Andrey Gidaspov: What are the latest trends in the Indian mobile content sector?

Nikhil Pahwa: One interesting trend that is emerging is that companies are warming up to user generated mobile content. Handset manufacturers like Nokia have initiated contests for mobile film-making. TV channels like CNN-IBN and NDTV are pushing Citizen Journalism, encouraging users to take photographs and videos. One really hasn't seen much innovation from content providers in mobile gaming, and changes is the pricing mechanism - introduction of sachet based gaming - seem to indicate a drop in user interest. Made for mobile video content is also in the works. Music still remains the biggest source of revenue. Another trend is of Java based mobile applications - STAR India announced one that provides access to content - news, TV timings, audio and video content, ticketing and banking services, contests and much more. What's interesting is that many such applications are in the works, and soon there will be a battle for real estate on the mobile. GPRS penetration, though, seems to be a major stumbling block.

AG: Is social media happening in India? What is its influence on public opinion? Is it the niche thing, or Web 2.0 pushes fresh thinking into mainstream?

NP: Several new social media ventures have been launched, but I haven't come across any trailblazers, except maybe Slideshare from Uzanto Consulting which is targetting a global market. The real question is - is there a mass base in India for a social media venture to be successful? I think it's too soon. In Feb, we had broken the story of Reliance Entertainment launching a social networking site. With their marketing muscle, social media in India might just a major boost. Otherwise, there are several niche sites, but no sites yet that show signs of acquiring mass appeal. Blogs are influencing public opinion, but only by virtue of the fact that a large number of journalists and editors are either blogging or reading blogs. Hence opinions expressed on blogs have a channel for influencing public opinion by influencing those that power the mainstream media. 

AG: What will happen if Web 2.0 and Telecom 2.0 are combined?

NP: By Telecom 2.0, I assume that you're referring to a switch for telecom to Internet Protocol. If you couple my preferences from a social network - say for music by Green Day - with that of my approximate location as determined by the mobile - say, near a music shop - then the context of the advertisement that is delivered to me at a particular moment is much more likely to result in a sale. Another impact could be an increase in the amount of voice based communication taking place on the Internet, particularly on social networks. 

AG: Independent Media? Hmm...who are you working for?

NP: I work for my readers. In fact, we've got a very knowledgeable set of discerning readers, many of whom are quick to point out any inaccuracy, or mistake. We are independent, and I believe it gives us an edge over others in this field. 

AG:  What's the future of mobile in India?

NP: The mobile phone is ubiquitous in urban India, and I think we'll see a similar situation emerging in rural India as well. Right now, the government and the operators are both focusing on increasing rural teledensity. However, as more rural customers come into the fold, you'll find ARPUs reducing, even as subscriber growth in urban India stagnates. Once rural teledensity reaches a particular desirable level, I expect the government to change the dynamics of this market by allowing number portability. From then on, for retaining customers, operators will have to provide differentiated value added services. In such a situation content creators and aggregators will be able to negotiate a better revenue share. If I look further into the future - and utopian though it may seem - we'll have WiMax'ed cities, with WiMax enabled handheld devices, and data transfer will be over Internet protocol. In such a situation, operator will get revenue from subscriptions - data plans, content and services. 

AG: Your most favorite blog, web-portal and web-ste in India?

NP: Well, it's impossible to mention just one, since I spend most of my day reading blogs, going through portals and sites. Most of my favourites are mentioned on my personal blog - www.mixedbag.in 

AG: What's success for you?

NP: That my readers appreciate my work, and deem it independent and credible.

AG: Thanks much for your time!