[icernet] Content's the key to success

[Arul Selvan]

  The issue being debated was how to increase Indias share (US$ 5
billion) of the huge global M&E pie of US$ 1.2 trillion. What emerged
was a consensus that we needed to improve our content and market it
aggressively. In print, on air, in film, on stage, it is the word which
counts. Content  a much abused term in the recent dotcom-tainted past 
has always been the touchstone of any communication. From pre-historic
cave paintings to an I-Max film, from a 30-second jingle to a
never-ending soap opera, it is the story that moves. Style is (or at
least should be) always subservient to substance. All media
professionals endeavor to excite, entice, enthrall and engage people all
the time. Yet success is usually elusive and mostly evanescent.

Source:
http://www.business-standard.com/archives/2003/jan/50150103.084.asp