MIFF Panel Explores Democratization of Content Creation and Success Strategies

The Mumbai International Film Festival (MIFF) 2024 hosted a panel discussion titled “From Adventure to Revenue: Success Strategies for Content Creators.” The discussion focused on how platforms have democratized content creation, enabling creators from all walks of life to share their stories. The panelists also highlighted the growing demand for authentic Indian content and shared insights into the success strategies for new content creators.

Namrata Rajkumar, Head, Movie Content Partnership, YouTube, Vijay Koshy, President, The Viral Fever (TVF) Productions, Yatish Suvarna, Director, Marketing and Communications, GoPro India, Yash Rane, a Chef turned Photographer, Rizza Alee, Athlete and Adventure Filmmaker from Kashmir, Sai Teja, YouTuber from Hyderabad were participated in this panel discussion. While Vani Tripathi Tikoo, Actor, Producer & Member, CBFC, moderated it.

Talking about the opportunities for new content creators on YouTube, Namrata Rajkumar said that, YouTube is a platform which has the ability to create content in multiple formats like short, long & extremely long.

Platforms like YouTube have actually democratized content creation because they enable anyone from anywhere to become a creators. You can see so many success stories  from rural areas to urban areas on YouTube. For example there is a creator like family man from a village in Kerala, who has over 50 million subscribers, We have farmers, truck drivers as our content creators who have big number of followers. Everyone has a story to tell & YouTube is the best platform for that, she said.

In this discussion, Vijay Koshy spoke about the story of their production  house – TVF. He said, Journey of TVF started from a ‘Big No’ from all the reputed production houses. We then decided to use YouTube as a platform by creating our own channel on it. Today there are 11 TV shows with the highest ratings on IMDB in India. 7 out of them are created by TVF & 5 of them are exclusively YouTube shows. Referring to the web series – Panchayat, He also appealed to new creators to create unique Indian content to attract more Indian audience.

Yatish Suvarna talked about the story of GoPro, He said, GoPro camera was manufactured for first time 23 years ago. In YouTube era these cameras have been game changers for every content creator. They are revolutionizing short-form video content and enhancing the vlogging and blogging experience with engaging visuals.

Further in the discussion, Yash Rane, Rizza Alee, Sai Teja also shared their experience of creating a channel, uploading videos & feedback from viewers. They said that if your work is genuine & unique, you will definitely get positive response from viewers.