1. Quest 7.Com AS A
CONVERGENCE
POWERHOUSE
INTERNET/ RADIO /TV
SMS/ EVENTS
By Rajnish Narayanan
rajnish-quest7

2. Preamble
Perspective of a media company
New media initiatives required
Assuming global convergence [no
comment on time frame!]
Content as a fore-runner to Broadband
networks
Cultural sensitivity - a magic ingredient
rajnish-quest7

3. Convergence
The ability of different network platforms to
carry essentially different forms of services
or
The coming together of devices such as the
telephone, TV,radio,internet,sms & events!
rajnish-quest7

4. Electronic Media & Entertainment
Broadcasting - Content – [TV type]
Satellite/Terrestrial/DTH Fiction,Non-fiction,
News,Animation,etc.
Cable Internet
Radio EVENTS /
FM/Satellite Entertainment
Music Film
rajnish-quest7

5. Types of Media
Traditional Media
Television
Movies
Theatre
New Media
Internet
Emerging Media
Rich streaming media
Personalization
rajnish-quest7

6. Nostradamus on Convergence!
“Convergence, Interconnectivity,
Broadband & Webcasting are the buzz-
words of the 21st century”
Broadband distribution must 1st arrive
before any convergence benefits can be
realized
Till then the TV is well set to drive
convergence at home as will the PC in the
workplace
rajnish-quest7

7. Promises & Deliveries!
Broadband access Yes - for broad-
will make things casters. Subscribers
economical still pay a costly tab
(translated as cheap)
Well yes, it has made
Broadband will bring
in interactivity Hotmail faster maybe
chat too!
The whole world will
be wired to 3 million My hometown is not
channels [promised fully wired!
early 1999!]
rajnish-quest7

8. New Economy Paradoxes!
No single backbone [long distance/national/
international broadband network] – several
pockets of broadband enabled networks
[Europe/Asia]
No standardization of digital delivery formats –
challenge - to evolve a cross platform format
[currently standard content fare of Hollywood]
Avalanche of content available from traditional
and digital media houses – no internet takers!!
rajnish-quest7

9. Global Convergence Challenges!
Buzz about iTV (Interactive Television) – yet to
see interactive / digital content !
Struggle to create the media convergence
[telecom,broadcasting,satellite,internet, retailing
– single services platform]
The future technology = convergence of devices
- net access through multiple devices
The challenge of iTv = digital content
WHAT IS THE CONTENT OF THE FUTURE TO
BE SERVED ACROSS MEDIA,TELEPHONY
AND DEVICES !
rajnish-quest7

10. Challenges !
1. To create content which is relevant for
cross-platform / cross device
2. To keep the content and delivery
charges to a subscriber economical
3. To still create a profitable business
model
4. To partner / lead the community in
realising / evolving this business
rajnish-quest7

11. Content Production a Strategic
Convergence Tool
1. Communities and Commerce are built by
a strategic deployment of Content
2. Quality – Creativity – Sustainability –
Resource management – Technology –
Talent – [bundling of competences!]
rajnish-quest7

12. so what is the subscriber benefit?
New media has overturned conventional
marketing theories on pricing!
.
Challenge for producers to create cost effective
programming
content houses adept at quality: price ratio
TV price points bearing on new media pricing
rajnish-quest7

13. So what’s the Asia opportunity?
Create applications/solutions/production
for evolved markets [broadband networks
arrived]
Production back-end for scale-up &
maintenance
Focus on establishing world class creative
/ human element hubs for
Training
Know-how [R&D/Prototyping]
rajnish-quest7

14. Profit Patterns - Convergence
Industries where ‘supplier convergence’ is
evident will find us a strong contender in
the “battlefield”.
Key success factor is to position “QUEST
7.com” at the center of this ‘high-tech
high-ground’.
Initially “bundle” with high and low ground
services!
rajnish-quest7

15. Summary of our Offering
1. Low Cost manpower – technical hub
2. Low Cost production – creative hub
3. Low Cost of Operations – back-office
4. Highly skilled teams – for a project
development & execution hub
5. Highly creative team – designer hub
6. ‘High delivery’ managers – for ‘project
leading’ back-end solutions
rajnish-quest7

16. Back-offices in a borderless
world!
Global Companies will soon have their
marketing / clients in Malaysia; technology
from anywhere and execution here etc
rajnish-quest7

17. Validation of Quest7 Powerhouse
Ability – sectors & examples
rajnish-quest7

18. Opportunities in the making!
Broadcasters “Internet” services
?
Internet
Broadcast
delivery
?
rajnish-quest7

19. Internet Radio
18 Billion US Broadcasting Radio Industry
Lycos Radio / Yahoo $6.1 Bn / Viacom –Imagine
Radio [startup] / Arbitron started ratings
Microsoft & Real today use radio as a tool build
player usage
Chancellor 469 sites & 80 M audience – AM/FM
Interactive – “miniportals”
Live365.com used by 21000 webcasters
Content Challenge – linear trad content to be
overlayed with applications
FACE – VOICE – THROAT [eyes ears feet]
rajnish-quest7

20. International mindset
“ Birds in flight, are not between
places, they carry their places with
them. We never wonder where they
live: they are at home in the sky, in
flight. Flight is their way of being in
the world.”
rajnish-quest7

21. The ultimate challenge!
The ultimate challenge is not just
technology or production skills – it is
understanding & harmonising culture!!
Every culture has their own rhythm &
“language”! Expectations of different
cultures is now a social science that is a
prerequisite for business conduct!!
rajnish-quest7

22. Managing Cultural Context
Developing business = adept at cross
cultural negotiations.
Professionalism demands knowledge of
each culture’s ethics; logic; language;
compromise; etc. Affects data gathering
styles; use of space & time; leadership;
communication patterns; etc.
multi-active to reactive key customers are
linear-reactive
Unique demands on content….
rajnish-quest7

23. Cultural situation – leverage for
tech hub!
Accept hierarchy - obligations/duties
Strong work ethic esp. for own business
Do not work by the clock!
Nepotism is a way of life
Responsive to eloquent, humble &
respectful approach. Try to befriend the
client!!
rajnish-quest7

24. Leveraging [2] !
Repackage energetically to reach an
agreement
Communication patterns are courteous,
adaptable, risk-taking.
Go beyond the written word – operate on
the basis of a relationship!
rajnish-quest7

25. Recommendation
“The more one knows the more one
simplifies!!”
1. Build ways to develop cross-cultural
business ties
2. Build processes that customise out put
while simplifying the “back-end”
continuously
3. Remember – even if it’s a factory
demonstrate creativity!
rajnish-quest7

26. Let’s make this “powerhouse”
concept fly !!
For information and ideas
rajnish@ntv7.com.my
rajnish-quest7

27. Perceptions > Reality ?!
I am an optimist,I am still
hopeful – Kenneth Wong,
I am hopeful for
CEO of Pop.com [content miracle money!
perspective]
To be fair, it took ESPN
12 years to become
Television was 30
profitable [distribution years old when ESPN
perspective] was launched!
rajnish-quest7