By BestMediaInfo Bureau

Despite the popularity of content consumption on mobile, TV remains a prominent platform, with viewers spending substantial time on it, said Shalini Govil Pai, VP and General Manager, TV Platforms, Google, at FICCI Frames 2024.

Therefore, the connected TV revolution is our focus at Google, said Pai.

She delved into the intricate world of TV platforms, shedding light on their evolution, significance, and future trends through her journey from one firm to another.

Pai said, “I began my career at Pixar Animation, where we pioneered the use of computer graphics in storytelling, notably with Toy Story. Later, I joined YouTube during its early days, when online content was just emerging. We focused on democratising content creation and distribution.”

“Recognising the shift towards mobile-first consumption, I proposed the idea of extending Android, a leading operating system, to TVs. This led to the creation of Android TV, offering both broadcast and streaming capabilities,” she added.

She further said, “We're leveraging our platform to offer global access to content while prioritising local content for diverse audiences. Our goal is to ensure a seamless user journey across devices, what we call "Better Together.”

The conversation shifted towards the distinctiveness of TV platforms in comparison to other digital platforms like YouTube.

She said, The primary goal of any platform is to enable content creators to reach their audience effectively. This holds true for YouTube, Netflix, Amazon Prime, and our TV platform as well.

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