1 | P a g e Live Leak – IBPS Clerk Prelims Model Question Paper (Predicted Pattern 2018)English Comprehension starts: As one of the world’s largest data consumers, media consumption habits of Indians have changed. While traditional TV-based family viewing is still strong, we are moving to an individualistic, more personalised entertainment experience through video-on-demand (VoD) platforms and mobile screens. Even as technology and telecom companies have started looking at content creation and distribution seriously, broadcasters and production houses recognise the need to reach consumers directly through their own digital platforms, instead of relaying content through intermediaries. This essentially means that technology, media and telecom (TMT) players are not only competing but also partnering with each other. While technology firms such as Google, Facebook and Amazon have distinctive businesses, the one thing they have in common, apart from being tech-driven platforms, is that they have a wide user base that puts them in a position to control and manage content delivered through their platforms. Further, according to the “KPMG Media And Entertainment Report 2018”, nearly 80% of the people in major Indian cities are consuming news over social media platforms. Therefore, to tap into the huge potential of digital media consumption, these firms are investing heavily, not just in content distribution but also original content creation. For instance, according to the report, Amazon has committed $300 million to the development of original video content for the Indian market. Similarly, Facebook has reportedly started testing its dedicated video platform, “Watch”, in India, and the company also expressed
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