In conversation with Chanpreet Arora, CEO, Vice Media
Agency Reporter interacted with Chanpreet Arora, CEO, Vice Media, India. She has launched and currently heading this leading global youth brand, VICE, as a full-scale media company in India. She is working in collaboration with some of the most innovative creative teams, brands and personalities.
1. How, according to you is VICE changing the face of the industry?
In India, VICE functions as media company with multiple lines of business, including digital, Studio production, TV, News, and our creative agency VIRTUE. As a company, we truly believe that the only differentiator today is to be able to drive cultural change by going all-in, treating audiences like engaged communities not consumers, creating content that reflects young people’s values and establishing trust by coming from a point of knowledge and authority.
2. Is it ever appropriate for creativity to overrule data? Why?
Being a part of one of world’s largest youth media brands that has contributed to the culture of news and storytelling, we’ve learned that that data can guide you in terms of what’s happening today in terms of trends and hot topics but it’s creative intuition that underpins success. So, we need to be looking at nascent interest zones that hold potential by talking, and working with, young people; insiders, communities, artists, and more.
3. With digital at its peak today, what is the future of digital media and broadcasting according to you?
When it comes to digital media and broadcasting, competing for digital media dollars and diminishing CPMs is a constant fight with no winners globally. The scenario represents a classic environment where restrictions can breed creativity and limitations can create the freedom for companies to look at functioning with renewed focus areas. It’s clear to see that to be successful diversifying your business and revenue streams is paramount.
4. How have the needs of the consumers changed in terms of content consumption over years?
India has a content playground of its own. The launch of low cost smartphones under tie-ups with the likes of Jio and Airtel bundled with data plans and wifi connectivity has given rise to a new wave of users that is coming online for the first time. Furthermore, triggered by Jio, the cost of consuming data has fallen drastically leaving a whole new audience demographic with increased internet connectivity, especially in rural areas. The young people in India are finding a voice, finding confidence in their culture, their stories, their own needs and finding the means to be able to share that with the world. Companies and people need think about this while creating content and giving shape to communities online.
5. The lines between reporting and advertising often get blurred. What are your comments on this?
The collision of entertainment and advertising, creativity and commerce, has never been more violent. But within those collisions lie beautiful opportunities for us to realize the cultural potential. If something really interrogates a story, an issue or a part of culture that young people care about, in an authentic way, then the people will watch it or consume it and not care about which brand paid for its creation.
6. How do you ensure a smooth distribution across television, mobile, digital and linear platforms?
We want to be present on all distribution platforms where people consume content. We are looking for engagement, for people to react to our content wherever they may find it and build an audience from there. In terms of how we approach making content, we are making platform-specific content. Looking at VICE around the world, we have really grown through partnerships with the likes of Facebook, Google, HBO, Sky or even brand partnerships. Here in India, we have various partners in the OTT space, with Facebook and brands like ABInBev to name a few.
7. I am sure you are a driving force for many around you. What makes you excited about Mondays?
To be a part of company that is going all-in when it comes to contributing to the cultural waves that are influencing the youth today and the narratives they will believe in, makes it extremely exciting for me. Moreover, to be surrounded by young content creators and influencers that come from different regions, different backgrounds and different experiences, makes it worthwhile.
