In the first part of our interaction with Ekalavya Bhattacharya, he spoke about how digital is changing their content strategy, the relationship between TV & digital and the challenges with doing shows that are digital only. In the second part of our interaction, he speaks about the mistakes from season 1 of Drive with MTV that they would like to avoid, mobile strategy, their audience and monetization strategy. Mistakes Medianama: What were some of the mistakes in social with TV from your last season that you want to avoid this time? Bhattacharya: There are some funny incidents from the first season that we want to avoid. For instance, one team lost their car keys on a national bandh, which we hadn't anticipated. So this time, we want to plan for these production related mistakes. Besides this, we didn't really make many mistakes last season. That being said, we are making the show more audience centric this season with VJ (video jockey) involvement and more TV episodes, among others. Mobile Strategy Medianama: What role does mobile phone play for the consumption of such a show? How do you think it makes sense to leverage the medium? Bhattacharya: How are four guys travelling in Nano going to communicate with people outside? It can happen only with a mobile phone. Contestants check stuff and tweet on the go using their mobile phones. Also, 25% of the video traffic for the show came through mobile device during the last season. We speak content not medium so you…
