{"id":67597,"date":"2026-10-27T03:54:28","date_gmt":"2026-10-27T07:54:28","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=67597"},"modified":"2026-10-27T05:06:05","modified_gmt":"2026-10-27T09:06:05","slug":"marketer-of-the-month-podcast-episode-260-the-stream-must-go-on-jiostar-cto-rajat-nigam-on-keeping-millions-watching","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/podcast-rajat-nigam","title":{"rendered":"Marketer of The Month Podcast- EPISODE 260: The Stream Must Go On: JioStar CTO Rajat Nigam on Keeping Millions Watching"},"content":{"rendered":"<div class=\"new-blog-post-content\">\n<h1><span class=\"ez-toc-section\" id=\"EPISODE_260_Marketer_of_the_Month_Podcast_with_Rajat_Nigam\"><\/span><strong>EPISODE 260: Marketer of the Month Podcast with <b>Rajat Nigam<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ae07cc68227c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ae07cc68227c\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/podcast-rajat-nigam\/#EPISODE_260_Marketer_of_the_Month_Podcast_with_Rajat_Nigam\" title=\"EPISODE 260: Marketer of the Month Podcast with Rajat Nigam\">EPISODE 260: Marketer of the Month Podcast with Rajat Nigam<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/podcast-rajat-nigam\/#The_Stream_Must_Go_On_JioStar_CTO_Rajat_Nigam_on_Keeping_Millions_Watching\" title=\"The Stream Must Go On: JioStar CTO Rajat Nigam on Keeping Millions Watching\">The Stream Must Go On: JioStar CTO Rajat Nigam on Keeping Millions Watching<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/podcast-rajat-nigam\/#The_Intro\" title=\"The Intro!\">The Intro!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/podcast-rajat-nigam\/#Dont_have_time_to_read_No_problem_just_watch_the_Podcast\" title=\"Don\u2019t have time to read? No problem, just watch the Podcast!\">Don\u2019t have time to read? No problem, just watch the Podcast!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/podcast-rajat-nigam\/#Or_you_can_just_listen_to_it_on_Spotify\" title=\"Or you can just listen to it on Spotify!\">Or you can just listen to it on Spotify!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/podcast-rajat-nigam\/#The_Rapid_Fire_Round\" title=\"The Rapid Fire Round!\">The Rapid Fire Round!<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Hey there! Welcome to the <strong><em>Marketer Of The Month<\/em><\/strong> blog!<\/p>\n<p><span style=\"font-weight: 400;\">We recently interviewed Rajat Nigam for our monthly podcast &#8211; \u2018<\/span><a href=\"https:\/\/podcasts.apple.com\/cz\/podcast\/marketer-of-the-month\/id1481977557\"><span style=\"font-weight: 400;\">Marketer of the Month<\/span><\/a><span style=\"font-weight: 400;\">\u2019! We had some amazing, insightful conversations with Rajat, and here\u2019s what we discussed about-<\/span><\/p>\n<p>1. <span style=\"font-weight: 400;\">The anxiety and focus behind every live sports frame<\/span><\/p>\n<p>2. <span style=\"font-weight: 400;\">What young streaming talent misses about baseband and live production<\/span><\/p>\n<p>3. <span style=\"font-weight: 400;\">How consumer data shapes storylines and presentation styles<\/span><\/p>\n<p>4. <span style=\"font-weight: 400;\">Why great content, not tech tricks, beats shrinking attention spans<\/span><\/p>\n<p>5. <span style=\"font-weight: 400;\">Minimal viable AI versus the hype around agents and generative AI<\/span><\/p>\n<p>6. <span style=\"font-weight: 400;\">Why AI is not cutting costs yet at JioStar<\/span><\/p>\n<p>7. <span style=\"font-weight: 400;\">How 30 years of experience now equals two to four<\/span><\/p>\n<h3><strong>About our host:<\/strong><\/h3>\n<p><b>Dr. Saksham Sharda<\/b><span style=\"font-weight: 400;\"> is the Chief Information Officer at <\/span><a href=\"https:\/\/outgrow.co\/\"><b>Outgrow.co<\/b><\/a><span style=\"font-weight: 400;\"> He specializes in data collection, analysis, filtering, and transfer by means of widgets and applets. Interactive, cultural, and trending widgets designed by him have been featured on TrendHunter, Alibaba,\u00a0 ProductHunt, New York Marketing Association, FactoryBerlin, Digimarcon Silicon Valley, and at The European Affiliate Summit. <\/span><\/p>\n<h3><strong>About our guest:<\/strong><\/h3>\n<div class=\"cardSection animateBottomTop\">\n<div class=\"Question-main nav_btns s_0_q_0 top\">\n<div class=\"Question-mainInner\">\n<div class=\"Question-container\">\n<div class=\"ques-subheading smFont\">\n<div class=\"sec-heading\">\n<div class=\"epsiode-subheading\">\n<div class=\"cardSection animateBottomTop\">\n<div class=\"Question-main nav_btns s_0_q_0 top\">\n<div class=\"Question-mainInner\">\n<div class=\"Question-container\">\n<div class=\"ques-subheading smFont\">\n<div class=\"sec-heading\">\n<div class=\"epsiode-subheading\">\n<p><span style=\"font-weight: 400;\"><strong>Rajat Nigam<\/strong> is the CTO and Head of Technology &amp; Media Operations at JioStar India, where he leads one of the largest media technology teams in the country. His career spans the full spectrum of media, from international sports and studio production to live news operations, satellite communications, and digital platforms including OTT and publishing. He currently oversees critical verticals like Enterprise IT, Cybersecurity, Digital Transformation, and Innovation for one of India&#8217;s biggest media powerhouses. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Stream_Must_Go_On_JioStar_CTO_Rajat_Nigam_on_Keeping_Millions_Watching\"><\/span>The Stream Must Go On: JioStar CTO Rajat Nigam on Keeping Millions Watching<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"The_Intro\"><\/span><strong>The Intro!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Hi, everyone. Welcome to another episode of Outgrow&#8217;s Marketer of the Month. I&#8217;m your host, Dr. Saksham Sharda, and I\u2019m the creative director at Outgrow. co. And for this month, we are going to interview Rajat Nigam, who is the CTO and Head of Technology &amp; Media Operations at JioStar.<\/span><\/p>\n<p><b><i>Rajat Nigam: <\/i><\/b><span style=\"font-weight: 400;\">Great to be here. Thank you.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dont_have_time_to_read_No_problem_just_watch_the_Podcast\"><\/span><strong>Don\u2019t have time to read? No problem, just watch the Podcast!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/nziaLnoAN6E?si=1-uGwlBATtBCzdBA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Challenge yourself with this trivia about the exciting topics <span style=\"font-weight: 400;\">Rajat Nigam<\/span> covered in the podcast.<\/p>\n<p><a href=\"https:\/\/premade.outgrow.us\/rajat-nigam-quiz\" target=\"_blank\" rel=\"noopener\">Launch Interactive Quiz<\/a><\/p>\n<\/div>\n<div class=\"new-blog-post-content\">\n<h2><span class=\"ez-toc-section\" id=\"Or_you_can_just_listen_to_it_on_Spotify\"><\/span><strong>Or you can just listen to it on Spotify!<\/strong><iframe loading=\"lazy\" style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/5jwHkKEA58YZCUJXVFfCfA\/video?utm_source=generator&amp;si=c458c44450e14ae6\" width=\"624\" height=\"351\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-testid=\"embed-iframe\"><\/iframe><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"The_Rapid_Fire_Round\"><\/span><b>The Rapid Fire Round!<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-38738 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2021\/07\/rapid-fire.gif\" alt=\"rapid fire\" width=\"320\" height=\"240\" \/><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> All right, let&#8217;s start with a rapid-fire round just to break the ice. The first one is, How long does it take for you to get ready in the mornings?<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, being in the business of content, 24 hours, sports, news, you are always ready.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Most embarrassing moment of your life?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, missing visual of penalty kick in the last year&#8217;s FIFA on digital platform<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> What time of day are you most inspired?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, early morning, yes.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> How many hours of sleep can you survive on?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> The media is a very demanding profession. You could forego sleep.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Pick one, Mark Zuckerberg or Elon Musk?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> A difficult question. Neither.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> How do you relax?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Just thinking, having a good cup of tea.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> How many cups of coffee do you drink per day?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, it&#8217;s not coffee, it&#8217;s tea, and that could go to the tune of 18 to 20.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> A habit of yours that you hate?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Too much of thinking, too much of retrospecting, impacting sleep.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> The most valuable skill you&#8217;ve learned in life?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Patience.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Your favorite Netflix show?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, I&#8217;m a JioStar person.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Your favorite JioStar show.\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam: <\/i><\/b><span style=\"font-weight: 400;\">So there are multiple. There are multiple, and here in, I would say, lots and lots of good library. All of you should go and watch over there.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Are you an early riser or a night owl?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Normally night.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> One-word description of your leadership style.\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Inclusiveness.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Coffee or tea to kickstart your day?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Tea, certainly.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Top priority in your daily schedule?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Anything which is broken to be repaired.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Ideal vacation spot for relaxation?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> My home with my wife\u00a0\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Key factor for maintaining a work-life balance?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> It&#8217;s tough. Work-life balance is a highly academic term.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Memorable career milestone?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, where I am today.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> A recent business innovation that caught your attention?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> I would say multiple because of the large scale of content that we produce, including whether it is on the sports side or in the entertainment side. Multiple, I would say.<\/span><\/p>\n<div class=\"new-blog-post-content\">\n<p><strong style=\"color: var(--global-palette3); font-family: inherit; font-size: 28px;\">The Big Questions!<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-42105 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2022\/06\/the-big-question.gif\" alt=\"Big Questions Richard James Burgess\" width=\"480\" height=\"320\" \/><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> When millions of people watch the same live match at the exact same second, what&#8217;s actually happening behind the screen to make that possible?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, it&#8217;s anxiety all over the place. It&#8217;s a large team which is responsible to generate every frame of a live sports event and carrying it up to the last mile to the last consumer screen. So it&#8217;s a focus mixed with anxiety that remains.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Is there an old school broadcast trick that still blows your mind today?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> The fundamentals. The fundamentals are always true, be it the new age technology, whichever comes in. And the technology have been developing very, very fast over last two, three decades. Ever since I came in, I joined the media industry, the technologies have done a hugely huge transformation. But the fundamentals remain the same. The black in a video stream is black today, and that&#8217;s what the focus is, how to design such as no black anywhere in the chain.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> What do young streaming people not get about how hard live TV really is?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, the fundamentals of video and audio production, the base band, what we call, is today not much in focus. The algorithms take over the outcome.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And every scroll, pause, and re-watch is quietly being tracked now. How is that changing what content actually gets made?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Absolutely, it&#8217;s a dynamic scene. The consumer is highly demanding. The consumer remains the king. Unless until I produce a content which suits in terms of quality or the creativity to the consumer, he&#8217;s not going to remain with me. There are so many choices. There is a pluralism of platforms. So unless until I&#8217;m there focused and gratifying the consumer, I&#8217;m losing the attention. So, all the data points are important, which we take it back, which drives everything from the storyline to the way of presentations and all.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And speaking of attention, then attention spans are like two seconds now. How should brands use tech to actually cut through that?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> It&#8217;s all about the content. You make a good content, people would watch it. Whether you talk about a good IPL exciting match, people sit and watch the entire match. You see a good movie, &#8220;Dhurandhar&#8221; everybody watch for four hours in the theatre. So it&#8217;s good content.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And what about AI? How do you think AI is changing news and entertainment?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, AI is a tool. Today, the creativity remains with the humans. The intelligence remains with the humans. It&#8217;s hugely there everywhere in every walks today, but then it&#8217;s all in the stage of that is not a steady state today. We are exploring, we are evaluating, we are exploiting all these tools. But most important is the cost and the consumer. So, whatever we do, the consumers need to be happy about, and costs need to be optimal for the business. So AI is there. I would rather use the term minimal viable AI as more focused objective for all these professionals rather than going in for the complete AI. We keep talking about the agents, we keep talking about the generative AI. The important part is the data, how well the data is managed, and it could drive whether it is in terms of automation or any of those AI algorithms.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And to what extent is Jio using AI to produce content?<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> We are exploring on all walks. We are using for content processing, for content production, for content delivery, content search. We are using AI in all walks. Besides that, even in the business functions as well. But we are also focused or conscious about consumer choices and the viability associated with the use of it in terms of costs.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">And is it bringing cost down?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Not exactly at this stage. As I said, it&#8217;s not a steady state. Lots of tools, lots of options today. Once we need to look at which <\/span><i><span style=\"font-weight: 400;\">tool<\/span><\/i><span style=\"font-weight: 400;\"> suits best. And even from the tools point of view also, it&#8217;s a continuous journey. There is nothing like a steady state innovation. Innovation done now becomes a commodity tomorrow. So, it has to be evaluated. What is suited today for the business may not be relevant day after tomorrow. So, such is the short span of life or shelf life of these technologies are. So we need to be consciously, continuously focused on what is best suited for the business and look around for the best tools.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Speaking of this kind of focus then, you&#8217;ve won top CTO and CIO awards. What actually separates a great tech leader from just a smart one?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, interesting question. I&#8217;ve not given a thought towards that. But I do feel television, as I said, or the media industry is a unforgiving area of working. Whatever <\/span><i><span style=\"font-weight: 400;\">we do<\/span><\/i><span style=\"font-weight: 400;\"> the time is an important part. We talk about hours <\/span><i><span style=\"font-weight: 400;\">elsewhere<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">here<\/span><\/i><span style=\"font-weight: 400;\"> we don&#8217;t talk about hours, we don&#8217;t talk about minutes, seconds, because in each second there are 25 frames. And one frame of loss is a loss to us. So our least count is one frame, which is one-twenty-fifth of a second. That actually pretty much defines the focus which me or the entire team need to have. The fundamentals need to be valued, the team need to be valued, and together is something which has to be the outcome need to be managed. It&#8217;s a hugely, hugely demanding as well as disciplined team environment or a culture which calls for it.\u00a0I thus put too much of emphasis on culture and inclusiveness.<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And what direction do you think then media companies are heading towards in today&#8217;s age?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, media companies, everybody is, there is a dearth of content across because of the large number of platforms available for the large number of consumers available. It&#8217;s no longer a family viewing one show. It&#8217;s every member of the family watching different things at different times on different screens. So, there is a demand of the content. So, media industry is looking at, as in from an output point of view, to generate content and how we could make this content generation much more efficient and effective at every segment. That is what the focus of media is. And if you see even in the IBC26 even, the focus or the culture is written very clearly on the wall. It&#8217;s a way how you produce content and how you produce it well.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> How would you say, how rapidly has content production escalated for Jio compared to, say, five years ago, or?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, JioStar is a young organization. It came into existence around one and a half years back only. So five years back, the scenario was much, much different. But even in one and a half years, the leaps and bounds at which we have grown in terms of content, content catalog, the types of the channels, even, and then which all has resulted into humongous amount of love and attention from our consumers. The consumer base is very, very high, which is unmatched at any other part of the world. And that is what makes our life much more gratifying. And JioStar is continuous to focus, and that&#8217;s a promise that the organization has done with the consumers and will continue to do that. Infinite Possibilities!<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> So you mentioned Jio is a young organization. Do you think this is a good time and age for young organizations to come in and break the monopoly of Hollywood or other entertainment juggernauts?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> See, I&#8217;m a firm believer that the one little trait which has got damaged big time because of the technology hike is the experience. Even for professionals like me, I cannot sit back with my experience of 30, 35 years. I&#8217;m as good as somebody with two to four years of experience. Because the technologies have changed, the business models have changed, the way you work has changed. So, the same goes for everybody else, even the organizations, even to the media houses. So, the experience is not a steady state guarantee. The newer players, they always have a chance. And we, too, are ambitious and sort of confident in reaching there.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And what kind of people and talent are you looking to hire in the market today?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, it&#8217;s a mix of technology and technology users. So, it&#8217;s the way technology is changing, somebody having a right bent of mind, how to use a technology, how to apply a technology is of much more value. So we are looking at them, somebody who continues to innovate, somebody who is always to ideate, and that&#8217;s what we look at.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">So the last question for you is of a personal kind. What would you be doing in your life if not this?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, it&#8217;s hard to say. I&#8217;ve been into the media industry ever since I started my career many, many years back. So it&#8217;s tough to imagine, and it gives you a sort of regression feeling if you are not involved into any of the big events happening around you, be it general elections or IPL, or for that matter, somebody, something of national importance. And if you are not involved into it, it certainly pushes you back. It&#8217;s a difficult feeling to have. So it&#8217;s tough to say what I would be doing it. I see myself to be married with the media, so I would remain associated with media in any form or shape going forward as well. I don&#8217;t think otherwise.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Okay, one bonus question then.\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Sure.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> How is Jio using social media platforms to gather a bigger audience?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Well, all the organization, not only JioStar, the social media is a huge, huge influence on the consumers today, the different segments of consumers, if you look at different age brackets as well. Social media is very, very important, and we use social media very, very responsibly and effectively to convey the message to the potential consumers and draw them to our platforms.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And are you looking at any new markets for Jio, or is it primarily focused?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> Oh, well, as I said, we are a young organization, and we have recently launched our OTT platform in three other geographies outside India. We have lot of large number of 44 number of linear TV channels which are distributed outside India. So we have our presence, and we intend to sort of strengthen ourselves in global footprint. And we would certainly be there, whichever makes sense to us in terms of consumerism or business, we would be.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And is it just original content, or are you also renting content from other sources?\u00a0<\/span><\/p>\n<p><b><i>Rajat Nigam:<\/i><\/b><span style=\"font-weight: 400;\"> So it&#8217;s a huge content library that we need to do it. We license or release content from studios. There are contracts, the movies, the Hollywood movies, or for that matter, shows. We do all of such things. I guess that is what everybody has to do it. Generating content of its own originals will make your library very, very small. <\/span><\/p>\n<p><strong style=\"color: var(--global-palette3); font-family: inherit; font-size: 28px;\">Let\u2019s Conclude!<\/strong><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Thanks, everyone for joining us for this month&#8217;s episode of Outgrow&#8217;s Marketer of the Month. That was <\/span><span style=\"font-weight: 400;\">Rajat Nigam, who is the CTO and Head of Technology &amp; Media Operations at JioStar.<\/span><\/p>\n<p><b><i>Rajat Nigam: <\/i><\/b><span style=\"font-weight: 400;\">Great to be here. Thank you.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Check out the website for more details and we&#8217;ll see you once again next month with another marketer of the month.<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We interviewed Rajat Nigam in this episode of the Marketer of the Month Podcast to discuss insights on Keeping Millions Watching<\/p>\n","protected":false},"author":116,"featured_media":67601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[605],"tags":[1009,673],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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