NEW DELHI: Stakeholders in broadcasting and new media feel that news on television can be interesting only if it is interactive and engaging.

Speaking at the panel on "Technological innovation for the news TV business in a digital environment", the various speakers said that newer technologies such as tablets, mobiles and varied types of downloadable apps have helped make TV viewing interactive. It will also help broadcasters to reach out to young audience.

NDTV, CTO, Dinesh Singh said that introduction of a new window called NDTV Second Screen had helped to get more people to write in with the kind of news they wanted to see. This had changed the look and feel of NDTV which was very different from other news channels. In answer to a question, he said that the channel had been able to monetize this.

Singh added that while internet is the future, television will continue to be on the rising phase as that is what generates the content for the other new media, including the internet.

Cellcast Asia Holdings, Founder & CEO, Pankaj Thakar stated, "Re-purposing content" to make interactive will need re-doing the content that may be already had been made for television. Referring to mobile phones he said that reach was much larger and the effort should be to create the pay per view model that is not driven by advertisements, which may prove to be an intrusion.

This provides, "humongous possibility of monetization". Interestingly, while the content of mobile phones is driven by people?s choice, the content on news channel is driven by the news editor.

He added that 95 per cent of the revenue of the music industry comes from mobiles.

Ericsson, Head-Content and Media, Supriyo Mookherjee added that personalisation of content was possible on the internet since the customer is able to decide what he wants and the apps that he wants to download.

Referring to mobile phones he said one can do narrowcasting by giving ads directed at specific regions. He stressed that the viewers today wanted news on the go.

Qtube-Quantel, Subject Matter Expert, Christophe Messa emphasized the possibility of sharing of content through downloading of AAPs that are now available for all subjects.