SETTING NEW
STANDARDS
CORPORATE PROFILE
Delivering Dreams, Dedicatedly
Build QUALITY & TRUST CRESCENTZ GROUP Homes & Infrastructures Food & Eatery Industries Energy and Power Systems Media and Broadcasting
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CONTENTS Introduction - Crescentz Group The Leaders Our Streams Homes & Infrastructure Food & Eatery Industries Energy & Power Systems Media & Broadcasting
05 07 09 11 13 15 17
INTRODUCTION ON CRESCENTZ GROUP
Homes & Infrastructures
Crescentz has shaped the skyline of Tamilnadu with its quality projects.Since inception the company has always strived for benchmark quality, customer centric approach, robust engineering, in-house research, uncompromising business ethics, timeless values and transparency in all spheres of business conduct, which have contributed in making it a preferred real estate brand in TamilNadu.
Food & Eatery Industries
A new venture with online fish delivery. Ordering fish online is never been easier but its peer reviewed and delivered to receive a better quality fish to every customers. TasTaz is the next generation online fish ordering using the most advanced technology around. we adhere to international standards across all operations to deliver the finest fish.
Energy & Power Systems
The global wind energy and solar power systems industry is currently characterized by growing demand, limited by a restricted supply. Foreseeing the challenges early on, Crescentz adopted a mix of manufacturing strategies to ensure unfettered growth. Crescentz focuses on providing a complete range of efficient, cost effective wind energy and solar power solutions.
Media & Broadcasting
The First Indian channel in the field of Ecology and Green in the world. CGTV project is a newly formed multimedia television channel, which is aimed to fill one of the last remaining gaps in the current media industry. Channel CGTV is established with a global vision to develop an DTV channel, which will provide high-quality content and broadcasting experience.
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BUILD QUALITY AND TRUST
5+
years of Experience
25+
Successful Projects
“Exceptional People , Exceptional Results” Crescentz Group principals and senior leadership have extensive experience in real estate Industry, including property management, compliance, workouts, strategy development and asset management
Excellence : At Crescentz we value Excellence in Everything we do. We are committed to ensuring that every aspect of our Business functions at the highest level of quality. This Influences our approach to customer service process. We are driven to ensure our projects are continually reviewed and improved to meet the high expectations of our customers.
DRAFTING CITIES OUT OF PEOPLE’S DREAMS...
“ “
Management is doing things right; leadership is doing the right things.
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The Leaders behind our success
Zubair Ahamed T DIN : Designation : Experience : Qualification :
05173035 Chairman, Crescentz Group Director, Crescentz Broadcasting & Media Pvt Ltd 7 Years Experience in Sales & Marketing Industry Post Graduate
Rajesh Kanna A DIN : Designation : Experience : Qualification :
05172631 Managing Director, Crescentz Group Director, Crescentz Broadcasting & Media Pvt Ltd 10 Years Experience in Administration & Production Graduate
Binu P Sukumar DIN : 06429361 Designation : Director, Crescentz Broadcasting & Media Pvt Ltd Experience : 6 Years Experience in Television Production & Media Technology Qualification : Graduate
Arun Sanjai .M S Designation : Experience : Qualification :
General Manager , Crescentz Homes & Infrastructure Pvt Ltd 5 Years experience in Communications and Marketing Industry Undergraduate professional
Rajiv Selvaraj Designation : Experience : Qualification :
Technical Director Crescentz Broadcasting & Media Pvt Ltd 18 years experience in Broadcasting and power systems Graduate
Our Streams ON VARIOUS SECTORS
Construction and Infrastructure Food Industry Energy and Power systems Broadcasting and Media
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Homes & Infrastructure CRESCENTZ GROUP
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“Exceptional People , Exceptional Results� Infrastructure At Crescentz we create plots and flats of true artistry and quality. The pleasure buying with us is better experienced than explained. Crescentz valuable customers know this very well. Our quality perception is above everything. Excellence in every sphere of Quality is our motto. Our past achievements speak for our future performance. The above Qualities make us to Stretch our Arms In Coimbatore, Bangalore ,Malaysia and UAE. We have more than 300+ talent team members associated with us. The team is lead by experienced business Heads of our company in each regions with the guidance of Mr.Zubair Ahamed and Mr.Rajesh Kanna. Spectacular Homes Crescentz Homes is constructing classy One, Two & Three Bedroom residential apartments and Villas, Located at all fastest growing areas in Chennai city , suburbans of Chennai and at Coimbatore . Crescentz construction Team comprises with a spectacular embodiment of architectural brilliance, flawless construction values and spellbinding innovation. We create spacious apartments that are carefully designed to provide ample natural ventilation thereby creating a healthy and energy efficient home. Embodiment of harmony, comfort and peaceful living are hallmarks of every Crescentz projects. Crescentz having its projects on ECR,OMR,GST and Bangalore Highway these roads are connecting Chennai from SubUrbs. All our Housing Projects drives us in peoples heart since we Give them property at their expectation for their value of money.
Food and Eatery Industry CRESCENTZ GROUP
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The Company TASTAZ is the online platform for RAWFISH delivery. If you`re in need of fish you no need to go to any super market or some Meat shops, just order online or call to us and get it delivered in few minutes in a very fresh state. You can easily find your favorite fish all from the comfort of your home. TASTAZ has over 100 types of Fish and our Customer representatives will help you to find you the tastiest one .Finding the best fish food for you isn’t easy.!!!!! TASTAZ will be the leading online fish delivery platform committed to bringing you the tastiest fishes from Sea. It will reach you at your doorstep within 60 minutes from the time you order. Our number of Stations is increasing every day and you can be sure to find your favourite fish somewhere new you never tasted. Ordering Fish online has never been easier as every Fish on our platform has been peer reviewed to ensure that you receive only the best. To choose your meal you simply view the menu from our website and call to us or click on website to discover the range of fish options that are available.
The Process Fish is one of the most wholesome foods that man can eat. In fact, people have been eating fish throughout human history. These days, many cooks yearn to add fish to their repertoire, but the whole process of cleaning and filleting fresh fish is a little scary to them. The process of cleaning and filleting fresh fish is relatively simple once the steps are understood. To begin, we will clean fresh fish properly in order to maintain it’s quality during the remaining steps of processing. First, we use a knife or fish scaling tool to remove all of the scales. Removing the scales early on is a key to easy fish cleaning. Next, remove the fish head by cutting just behind the first set of fins. Now, insert the sharp knife into the area where we just removed the head and make a slit in the belly of the fish. We need to slit the fish belly all the way down to the vent next to the tail. This should open up the cavity of the fish and we can pull or cut away any viscera or organs from inside the fish. The next step is to cut away any additional fins that the fish may have. We will Do this by cutting into the fish in a circular motion around the fins and remove them. Finally, rinse the fish body and cavity under cold, running water. Now that the fish has been properly cleaned, we will move on to cutting process. After cutting we will Rinse the fish pieces with cold water . These simple and easy steps are all that it takes to make the most out of fresh fish from us
BUY FISH TASTAZ is the next generation of online fish ordering. Using the most advanced technology around, it lets customers order their fish, pay for it and track it from our station to your doorstep. It can be done by cash, credit or debit and Net Banking so you don’t have to be rushing out to the cash point if you don’t have cash handy for a delivery, TASTAZ is the only online raw fish delivery service that lets you to make your work easier to buy fish at your doorstep. We’ve got everything in Fish, whatever you feel like eating today, you’ll find it with us. It’s the easiest and most convenient way to order your favourite Fish – just choose your fish, choose your payment option either cash on delivery or pay with your credit or debit card or Net banking through our secure server, and you’re done! Follow the links to find out your favourite fish that you can have it as your meal !!!!!
QUALITY At TASTAZ,quality is a way of life. Our facilities are equipped with the latest systems. We adhere to international standard across all operations from sourcing the finest fish products. We take care of it from processing till packing and delivering it. Each TASTAZ product carries this assurance of quality and meets the high expectations our consumers have from us.
ENERGY & POWER CRESCENTZ GROUP
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Crescentz Energy & Power system Pvt Ltd The planet is progressively marching towards a serious electric energy crisis, owing to an escalating desire of electric energy becoming greater than its supply. We have always accepted that the energy we make use of each day is not unrestricted, still we take it for granted. Oil and gas have already become too pricey, and with each passing day, they are becoming being extinct. Some uninformed people assume that the electrical energy crisis is an illusion. Coal, petroleum, electrical power, even water has inadequate availability. Nevertheless, we have not taken sufficient precautions to handle a possible energy crisis. When I say ‘we’, I am not mentioning the governments but everybody, the widespread individuals. They fail to conceive the whole picture. There have been 3 chief energy crises until now – the 1973 oil crisis, the 1979 energy crisis, and the 1990 oil-price hike, aside from a couple of regional crises. Prices have been briskly escalating for the past five years, due to the rising desire and the escalating shortage of energy resources. How Who Fast is it Depleting ? Are the pessimists justified in expressing that we are over-exaggerating, or is the electric energy crisis authentic? Picture this: We have already depleted 50% of the accessible oil. At the current rate of consumption, the remainder of the oil will be used up by 2040! What if the rate of demand increases! We all realize it is certain to grow. Therefore, even today’s generation will have to handle a serious electricity crisis in impending years, let alone forthcoming generations. A alternatives? As a sensible world resident, begin by investigating alternative power solutions, for example solar and wind electric energy. Utilizing these alternative energy solutions is awfully realistic and cheap. ot only will you minimize your electrical bills, but in addition contribute to a better prospect for the population. Wrong way of Solving Are we ready to tackle the forthcoming electricity crisis? What can the world do to handle it? To begin with, we must see the significance of electric energy in our lives and stop taking it for granted. We have got to decrease the use of oil, fuel, electric energy, or any other power. We cannot manage to waste any accessible power. It is also crucial to expand knowledge of the inadequate supply of fuel supplies. Effortless steps like joining a lift club, switching off the car engine at traffic lights, and lessening the employment of gas and oil in day by day activities will help in the long term in crisis-organization. How Are we To Solve or Face this Crisis ? ( Correct Way ) We at Crescentz Energy and Power system Pvt ltd. Have a different approach to face it. We believe that Switching off or stopping engines at red are just TEMPORARY Solutions., Man kind started to Build Machines and Technological Evolution became Common Because we cant Live Without Them ! Well Then Why Switch them Off ? , Instead we Wanted to find a way that would make The Trio of EARTH, Man and Machine Happy by Freedom to Non-Depleteble Energy and Power Resource >> Wind ,Water,Heat and Sun light. Wind ,Water,Heat and Sun light ? Yes you heard it right ! Aren’t a lot of them Talking or Doing Something about it ? YES Then Why Crescentz ? There there there, We want to give these Technologies down to the People whose Life would change if they cant Afford such Tecnologies. And also for Industries and Commerce. Our Concept I. Help the People Below the Middle class to afford such Products which help them to Generate their own Power with Wind and Solar Devices which Charge our E-Fuel Capsules and Meanwhile Run Lights and Small gadgets in the day time and In the Night when Sunlight is Not there a Small Home Wind mill or a Community Windmill will Power the Fuel Capsule. Hence they wont be Using Power from the Grid. II. A hybrid power Generator as described above can be Scalar of Build. Meaning, It can be Up-Scaled OR Built As Bigger as Needed for Big Homes or Factories etc. III. This will Help the Government to Exit out of the Crisis and help citizens to enjoy Subsidies in their Electricity Billing… As PHASE One we are going to first Introduce to the People Hybrid LED Lighting Technology that will help Save Electricity for may it be the Public or the Industries. Then as PHASE II We are going to Introduce the E-Fuel Capsules
Media & Broadcasting CRESCENTZ GROUP
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Crescentz Broadcasting & Media Pvt Limited
This is the first Indian digital television channel dedicated Not only for Entertainment, it will Endeavour to Bring Oneness among the Human Chain and Open every ones eyes on Eco and Green. It has been designed to cater for their today and tomorrow needs, all ages and all races throughout the world. This channel will offer all the viewers a unique experience in digital broadcasting. As an organisation, we are firmly committed in providing the highest level of services without exception. The programmes themselves are structured around three key strands: informative, educational and entertaining, within the platform of Humanity. Because CGTV is here to help the revival of The Planet in our Times, our programmes reflect the ethics and values of the Human belief. The Channel aims to become one of the world’s most trusted sources of informative, educational and entertaining content. Our broadcasting and creative departments are dedicated towards having a constant flow of interesting and exciting programmes. We are also willing to broadcast programmes from around the world, that reflect our own innovative and exciting production values. In the meanwhile, we will always invest in new mediums and means of expanding our services to our audience. By using the most sophisticated methods of production, we aim to provide programming which is second to none. After developing and enhancing the digital TV services through interactive mediums, this channel will give to audience of all ages what they have long been waiting for; expression of their own voice alongside the media. We aim to make the Channel Sophisticated and contemporary, and our focus is on innovation, customer service and entrepreneurial spirit that we hope will keep us at the top and bring The Value of Life and Ecology to the widest audience possible. THE PROJECT Mission Statement The CGTV Project will provide high-quality, inspirational programmes and broadcasting dedicated to those interested in Protecting our Ecology and Green for the children of the future, across the globe. The CGTV Project will become the world’s most well-known and trusted source of informative, educational and entertaining content in the field of Ecology and Green. The CGTV Project will always exploit technology at the cutting edge of the digital revolution – including digital television, the web and broadband – using these to bring Value of life and Ecology to the widest audience possible. Our aims and objectives • To become a ‘truly CGTV channel’ and multimedia establishment. • To provide one of the first Regional Eco and Green channel in the globe. • To present high quality programming and broadcasting. • To provide a complete media alternative for the Human Race, addressing all issues that concerns the Eco and Green. • To retain independence and impartiality from any religious/political group or sector. • To promote the value of free speech and sharing of opinions as long as it complies with the Eco and Green and it is in the interest of the Human Race. • To use the channel as a platform for effective Eco and Green dialogue between all Humanity • To provide a unifying point between all of the Human Race from various backgrounds in order to address their problems in both Eco and Green understanding and their social affairs.
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Crescentz Broadcasting & Media Pvt Limited
A unique Investment Opportunity EXECUTIVE SUMMARY CGTV project is a newly formed multimedia television channel, which is aimed to fill one of the last remaining gaps in the current media industry. The initial phase consisted with the process of the establishment of the business. CGTV project utilised the initial years of its incorporation by building the necessary infrastructure, as well as by carrying out activities in the opening phase of setting up the business, in order to establish a strong foundation for the company. The success of these first steps resulted to the award of the company (CGTV) The project is currently working on the second development phase. The second phase involves the production of television programmes and materials, marketing and subscription, and finally, the preparation for the launch of the Channel, through both cable and sky platforms. However, this vital phase depends on investment, as the activities are dedicated in the development of the channel, through resources acquisition, production and then finally broadcasting. On average it would cost Rs.30 Crores to launch a 24 hour digital television channel broadcasting, The question maybe raised as to how that was possible, well through our unique model of operations which has been vetted by the leading members of the media Industry as ‘feasible, practical and sustainable’. Secondly, by eliminating third party involvement and establishing direct and long term relationships with our service providers. Finally, by maximising the utilisation of resources and minimising wastage. Average digital channel broadcasting on satellite and cable has two revenue streams, subscription and advertising. Some choose to either become subscription or advertising orientated, whilst others adopted both as the source of revenue. By being subscription orientated the channel has to compromise on the volume of viewer-ship in return for secured revenues, and the other hand being just advertising dependent is a risky venture and many channel fail to capitalise on a quite saturated market. In contrast to this industrial dilemma, CGTV project has developed a seven stream revenue base from which is can maintain and sustain the services as well as not only break even in the second year of broadcasting but also start generating profits by its third year. It must also be noted that the existing digital channels could not boast the same volume of target audience and neither to they service this untapped niche, due to the lack of know how in terms of programming and providing relevant content and access to the community. CGTV project has developed both. This is a unique and intellectual property licensed system, which enables the venture to become a self-financing, internal investment driven project that will make CGTV project a truly multinational company that would multiply the values of its shares as well as reap abundant dividends to its investors. Considering that it is allowed to reach its five year development plan. In the beginning of the third development phase, the business will be generating profit, which will indeed boost the pace of growth. This will allow the channel to globalize its activities and business, from Asian continent to Europe and then into the America, potentially serving 1.2 billion viewers across the globe within its five years development plan. This will not only bring vast economies of scale to the company but also provide a significant pay back on the investments made on the project. Taking into account the progress so far, the development team and myself are optimistic in seeing the future. Our expectations are that evidently, CGTV project will launch and transmit its television channel India by February/March 2013 and in the EU and USA by 2014.
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PROSPECTS: The current position of CGTV project Ltd can be summarised as, “successfully set-up with solid foundations and invaluable infrastructure, and already working towards commercialising the channel”. Brief Overview of the CGTV Project THE FIRST Indian channel in the field of Ecology and Green IN THE WORLD CGTV project was born over a year and half ago with the sincere intention for the protection, projection and progression of our Ecology and Green for the children of the future, across the globe. What is CGTV project: CGTV project aims to provide high quality inspirational programming and broadcasting. We aim towards an international audience, and we dedicate our efforts to those interested in Protecting our Ecology and Green for the children of the future, across the globe . CGTV project aims to become one of the world’s most trusted sources of informative, educational and entertaining content in the field of Ecology and Green. It will always exploit technology at the cutting edge of the digital revolution and will always use this to bring value of Life and Ecology to the widest audience possible. Why CGTV project: Through our medium, we consider it our main responsibility to bring value of Life and Ecology to the world, but also to equally support the present and future generations in achieving a voice in the world of modern media. CGTV project is a project with a lot of development potential, which will offer to the HUMANITY a pioneering service. With CGTV project a new era is due to begin worldwide, as we are committed in providing the humanity with value of Life and Ecology with a complete media alternative on a scale not seen before. Who are CGTV project: From management to administration level the company consists of a collection of successfully established CGTV project in the digital television industry without external support and are now working towards the launch of the Channel. In order to do this, we are currently in the middle of programming and production, in order to develop a high-quality library. Recently, SERAtech has joined forces with CGTV to form the co-operation which is the CGTV project. As both the companies have a complementary resource that is required to successfully launch and sustain a multinational television channel. To maintain full independence and moral integrity, allowing fair unbiased representation of the diversity Mankind that make up the Global population, CGTV project is not under the governance of any group, sect or political parties. However, we have established strategic network partnership and collaboration with major Eco and Green organisations. As a result CGTV project is an inclusive and mainstream media. Reasons for our Success: • We have already invested substantial amount from our own pockets, which reflects our confidence, belief and commitment to the project. • We have secured a broadcasting licence for transmission from Ministry for Information and Broadcasting. • We and our dedicated team are working day to day to make this project a reality and a huge success • CGTV project is essential for the Children of the Future to have a voice, a complete media alternative and prominently a platform for the solemn cause of “Save the Planet for the children of the Future”. Finally, we have established the much need infrastructure to develop a global television channel.
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The Programming Strategy The Challenge of Television Content Services A SUCCESSFUL PLATFORM FOR AN CGTV CHANNEL Introduction The explosion of content-centred business models generated from the Television gold rush has subsided. Many of the early television content businesses (primarily advertising-driven) have failed. Today, with the rise of digital television, a new generation of content services is starting to emerge, from video on demand to digital television e-learning to streaming sports and news clips by the red button interactivity. Not surprisingly, the new digital television content players are proceeding with due caution. Not happy to throw money at building unproven content services, these new players are taking a long, hard look at business models, cost bases and breakeven points. Today’s Content Service Providers (digital television Channel’s) are looking for ways to start with simpler services that have the flexibility to grow and change rather than committing to expensive, inflexible ‘silo’ services that require repeated espoke development. This paper explores a new approach to content service provision that allows CGTV Channel to rapidly develop lower cost services without sacrificing the ability to respond to future demands at equal speed. Instead of a series of expensive, high-risk ‘silo services’, the CGTV Channel starts with a platform that builds cost-effective, rich content experiences based on re-usable content and service components. The result is a low-risk, high-return strategy that lets the market (viewers) choose the best services and lets the CGTV Channel respond quickly to these choices. The content services value chain The value chain for new content services is still in a fluid state. But it can be usefully simplified into three functions, with any single company capable of playing any role or any combination of roles simultaneously: No content service can be delivered without all three of the content service functions being played by someone: Content creation – originating and structuring the original content Network operation – owning and managing the ‘pipe’ to the consumer Content service provision – packaging the content into a purchasable content service and delivering the user experience It is important to realise that any single company can fill one, two or all three roles in this value chain. Of these three functions, content service provision has been the least understood and most inefficiently performed. Despite the existence of high-quality content and the increasing availability of bandwidth necessary to deliver attractive services, the market has not yet figured out how to package and deliver new content services cost-effectively and time- efficiently. This is the single greatest challenge in fulfilling the promise of digital television.
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Doing this means breaking free of the expensive, one-off service development approach and moving to a flexible, repeatable model that lowers the cost of each service while taking advantage of the potential of digital television. CGTV Channel fundamentals In a digital television world driven by rising user expectations and increasing complexity, Content Service Providers cannot hope to succeed if they cannot master the three fundamentals of content service creation: 1) Lowering the cost of new services – CGTV Channel must find a way to dramatically lower the cost of creating, piloting and scaling new services. Spending millions on unproven services is no longer an option. 2) Getting to market faster – CGTV Channel cannot invest years in developing and perfecting new services. They must be ready and able to generate and test new services in weeks. 3) Responding to users – CGTV Channel must be able to adapt services to reflect user acceptance. Hard-wired, inflexible services escalate the risk of failure. The major obstacles to achieving these three goals are the increasing complexity of content services and the tendency to repeat the mistakes of the earlier projects. Three kinds of Channels The Content Service Provider (CGTV Channel) role can be filled by three different kinds of Structure: Content owner Channel, who package and deliver their own content service brands to users rather than (or in addition to) wholesaling their content to another channel. Network operator Channel – who generate the content services that run over their pipes rather than just selling commodity bandwidth. Third party Channel – who get content from other sources, package it into whole content services and deliver it through someone else’s channel to the consumer. Whether or not they have another role in the content services value chain, these companies become content service providers when they package new services that can be charged for. The digital television production (programme or content providers) industry will hit £15 billion by 2015. Network service providers own the channels but are missing chances to provide value-added services through in-house production. The challenges of service complexity Content services can fall anywhere along a continuum, from the simplest to the most complex. The simplest content services demand little bandwidth and are sent over a single channel, in a one-to-many mode. They are free to users, offer no interactivity and are presented in one version only. The standard digital channel, such as Zee TV is an example. The most complex content services demand high bandwidth and are multi-channel, interactive, personalised and paid for in a range of versions and charging methods (subscription, pay-per-view etc). A digital television games-on-demand service might be an example of this or even the red button interactivity, such as the ones currently offered by the News channels (SKY, BBC and ITN) .
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Eleven content complexity factors These eleven factors are the key drivers of complexity in content services: Content factors • Bandwidth intensity – text, images, video, game? – (Speed of the footage) • Channel diversity – one delivery channel or many? – (multiplex or simplex) • Richness – one experience or many? – (Types of programming) Service factors • Interactivity – a one-way or fully interactive experience? • On-demand – scheduled, staggered or on-demand? • Personalisation – one flavour or highly personalised? • Payment options – free, subscription, pay-per-view, promotional offer? • Versions – one or many? Business factors • Content sources – one or multiple? (In-house Vs Outsourced productions) • Rights – protected or unprotected? • Partnerships – revenue sharing, licensing? CGTV Channel may not need to add these features to their services today, but as digital television develops, complexity will increase. CGTV Channel must prepare now for this complexity without sacrificing their ability to deliver simpler, more profitable services today. Starting simply There is no value judgement inherent in the dimension of complexity. The simplest service may be the best for some purposes. In fact, the cost and difficulty of creating and delivering a service rises with its complexity, so most digital television Channel are motivated to choose the simplest service that can still meet the needs of the user. Complexity factors may or may not add value to the user experience. But they will always add cost and difficulty to the CGTV Channel. The key is to be able to start simply, then add functionality to meet changing user demands. As digital television develops, services will get more complex (see the Eleven complexity factors sidebar). CGTV Channel needs to prepare for this complexity without hampering their ability to always create sustainable services. The challenge for CGTV Channel is to identify and support those features which add value to the user experience. Critical to this is the ability to test new services quickly and cost-effectively rather than creating expensive, multi-channel, interactive, personalised services when demand for the generic, single-channel form is still profitable. The big leap: charging money Perhaps the greatest complexity factor in a content service is also the one that can no longer be avoided: charging money. The first generation of digital content services were free to the user, depending on advertising revenue (who can forget the failures of Money channel and TV Job Shop). The new generation of services vary in many ways but they cannot be free. Creating
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Crescentz Broadcasting & Media Pvt Limited and delivering rich services is too expensive to allow them to be given away. Unfortunately, charging money for content services generates complex functions that must be created and managed for each and every service, including usage tracking, billing, settlement and revenue sharing. Not only that, but charging customers brings with it new responsibilities in ensuring quality of service. Unreliable services will not earn revenue for long and may impact other parts of the value chain. Most content providers, for instance, go to great lengths to protect their brand values – a responsibility the CGTV Channel needs to live up to and even guarantee. Today’s CGTV Channel must find an efficient way to solve the problems inherent in charging for their services. The systems involved in tracking, billing, settlement, revenue sharing and quality of service cannot be so expensive that they make the service unaffordable and cannot take so long to build that each service is delayed beyond viability. Alternatives to subscription based payment, such as subsides from charitable wing or membership are a proposed solution to this. The Price of Charging Charging money for a content service instantly multiplies that service’s complexity because of the need for: • Usage tracking • Billing • Settlement • Revenue sharing • Quality of service CGTV Channel must meet these challenges without burdening service development and delivery. However, if the channel management does choose to charge for the regular or extra services for the services, then this activity may be outsourced. The secondary content may form part of the extra services, see below for details. The rich content experience Beyond charging, several other complexity factors will become increasingly unavoidable for CGTV Channel as it will strive to meet rising user expectations. Interactivity is already inherent in two of the fastest-growth content services: games and shopping. It is growing in other genres including sports (Sky’s ‘playercam’) and light entertainment (viewer voting). Interactive services are much harder to create and manage than one-way services. Richness of content can add significant value. The programmes with interviews, trailers, script and ‘making of’ features is becoming the norm. CGTV Channel must manage all this ‘secondary content’ along with the primary content. On-demand scheduling – Near-video-on-demand has raised the appetite for viewers to see what they want when they want it. CGTV Channel must start to face the challenges of on-demand and near-on-demand services now. This is known as the TiVo culture, although the TiVo has radically declined in demand, the new television sets are manufactured with similar hardware. Personalization and versions – Users may want to be able to choose services presented in their preferred way. CGTV Channel needs to manage variety without clogging up development times or doubling costs. These are just a few of the complexity factors that are already raising the bar for CGTV Channel striving to develop profitable content services in the digital television world. The new digital television content services are significantly more challenging than the early digital services because they have to do more while costing much less. The myth of the missing ‘killer service’ Early content services were criticised for their failure to identify the ‘killer app’ that could justify content services. In fact, this was not a business model or killer app problem; it was simply a cost problem. Many of the early content services could have succeeded if they hadn’t cost so much to create, taken so long to deliver and been so unresponsive to changing demand. Today, as content service complexity increases, the need to solve the cost, time-to-market and flexibility problems are the greatest
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Crescentz Broadcasting & Media Pvt Limited challenges facing every DTV Channel. The interesting question is no longer, ‘Will users pay to see programmes on a digital television channel?’ It is ‘Can we deliver this service at a low enough cost to make it feasible, practical and sustainable?’ In this sense, the only ‘killer app’ in content services is an infrastructure that can support the cost-effective delivery of a wide variety of contents and programmes. The need for rapid prototyping The first generation of digital content services involved guessing consumer desires and building expensive services specifically designed to meet them. This high-risk approach can no longer be sustained. The, ‘CGTV CHANNEL’ needs to be able to react quickly to new ideas and opportunities by building prototype or full pilot services quickly and cost-effectively. Each prototype can test a range of variables such as content presentation, pricing and payment models, delivery channel, etc. These nimbler, more flexible services can be changed to reflect early user experience, and then scaled up to millions of users when ready. The answer: unifying the value chain For CGTV Channel to succeed, they will need to turn the informal content services value chain into a properly functioning, integrated supply chain. The commercial relationships between the value chain players are taking shape now, but the technological integration is still a major hurdle. What is needed is a technology infrastructure that will enable CGTV Channel to bring the value chain together into a smoothly functioning machine designed to deliver content services. This Content Services Infrastructure (CSI) must perform these functions: Automate the most resource-intensive content handling tasks – including content cataloguing, loading, tagging, aggregation, retrieval and delivery. Automate the service creation functions – including scheduling, tracking, validating, billing, accounting and rights management. Manage the aggregation and re-packaging of multiple content sources – each content owner must have controlled access to the repository to populate and update content and manage the rules governing its use. The aggregator/ service provider then orchestrates new services based on approved Allow CGTV Channel to create content and service rules once and re-use many times – all content objects and service rules must be captured and componentised for easy re-use. Essentially, a Content Services Infrastructure can remove the need for each service application to re-invent the logic and rules that govern the use of content in a complex content services operation. Released from this burden, each new application can be developed quickly and cost-effectively. Content Services Infrastructure must describe and manage content, model content services and uphold business and service rules for multiple services. By re-using content and service rules, the platform approach dramatically reduces the cost of each new content service and the number of services that can be delivered in a given time. The benefits of enabling the unified value chain The CSI platform approach delivers powerful benefits to the CGTV Channel: • Speed to market – the ability to get new services to market faster and with fewer resources. • Service cost compression –a ‘do once, use many times’ philosophy which means quicker development and more sustainable operations with fewer people. • Quality of service – the ability to control the quality and security of all services and the consistency of the content brand. • Flexibility – the ability to re-use content assets across all digital channels and all payment options (subscription, pay-per-view, on-demand, etc.). • Service scalability – the ability to start with a limited pilot and ramp up by scaling quickly, easily and with no service interruption.
BROADCASTING & MEDIA CRESCENTZ GROUP
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Crescentz Broadcasting & Media Pvt Limited Taken together, these benefits reduce the risk of content service creation and delivery. By designing, prototyping, piloting and scaling quickly and with a minimum of manpower, digital television companies can now find and exploit their most profitable opportunities sooner. Channel CGTV - driving value from content Channel CGTV is established with a global vision to develop an DTV channel, which will provide high-quality content and broadcasting experience. Our consultancy and expertise enables us to provide the platform to create, deploy and operate profitable content services, quickly and cost effectively.
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