It was a cosy afternoon. Sunshine and blue sky warmed our senses. The need was of coffee, and ordering two cups, we sat down with Roshni Ghosh, Head of Video Content, Arré. Demure yet dynamic, Roshni exuded confidence and intelligence. Spearheading content revolution in the country, Roshni, today, is a force to reckon with.

With a credible body of work (UTV, Star Plus, Life OK, BBC India: Emotional Atyachaar, Savdhaan India, Jhalak Dikkhlaa Jaa), Roshni in a freewheeling chat with Tellychakkar.com shares her valuable insights on the blooming online original content space. Excerpts:

How’s the journey been in Arré so far?

The journey, so far, has been very exciting, with new challenges everyday- different from those we typically face in TV. I have learned so much in very little time. At Arré, I have had a lot of space and support to experiment with different genres – be it safe or risky. Our show Re-gender is a gender based social experiment which is at the other end of the spectrum from a deep fiction entertainment show like Official Chukyagiri. A.I.S.H.A is slick dark techie thriller while I Don’t Watch TV is a ‘masaaledaar’ take on the world of daily soaps. Collaborating with different kinds of producers has also been a great experience. I think in this, Arré is unique- we have worked with people with very different sensibilities- which makes our content diverse. Also, we have a very young tight team here at Arré which has made the journey even more fun. All in all – the journey so far has been rich; it’s been fulfilling and fun.

So, how would you define the content genre in Arré? What’s the target audience? Is there a subtle influence of Vice in terms of content layout strategy?

No. While we do read and watch Vice and admire some of the works they do, especially their documentaries, we are very aware that we are speaking to a different market. Our storytelling style, the aesthetics -even the stories themselves- cater to a core Indian audience. As far as TG is concerned, our content is for anyone who consumes content on the internet. Typically the profile of such a viewer is young- between 18 and 30 and with an awareness and concern for things and events happening around him- whether it be his immediate environment or remote.

Content has evolved over time. You have a strong experience in the field. How would you summarise the evolution and what’s in store in the future?

I think television content is very different from film and digital. TV content- the serials- still largely thrive on aspiration and make-believe. An idyllic world where good inevitably wins over evil and where your biggest enemy is still a family member- either your vamp sister-in-law or your mother-in-law and your entire world is your own home. Comparatively, I think in cinema and digital content the evolution has been more towards realistic content with a world view. The truer a film or a web series is to reality, the better it is received. Take the case of films like Pink or Kahaani or Queen. Relatablility is key not aspiration- big budget, big scale films in the current scenario, have bombed. So I think, content has evolved very differently in each medium. In my opinion, the digital space is the most exciting currently. It’s still nascent, so there is much scope to contribute to its shape and form and the content available on the web today is truly eclectic. Everyone is doing their own thing, living out their own expressions and the viewer is enjoying all of it. It’s a fun young space and will grow massively. So for any creative person in India, today, digital I would say is THE medium of expression.

Tell us how different is producing content for TV and that of digital?

In digital, there is more freedom, less structured- therefore more creatively satisfying and fulfilling.  The other great thing about making content on digital is the scope for direct, constant and immediate interaction with the viewers. You get your feedback straight up and viewers are brutally honest - they may love your content or they may hate it. This helps a lot in the creative process as ultimately we are creating content for them. I enjoy this direct line with our viewers.

Web content is meant to be very expressive and creative. With brands coming in, does freedom get hampered in terms of execution?

Not at all. We have already worked successfully with brands like Gillette, Kingfisher, OnePlus, Dell, Palo Alto, Godrej, Nissin etc and are in talks with a host of other brands for our pipeline shows. It has been absolutely wonderful working with them. It’s been easy, smooth and we have been able to understand and accommodate each other across the board.

So will Arré ever join hands with a major OTT service like Voot, Hotstar etc?

In addition to our site, Arre.co.in, our content is already available on several platforms - SonyLiv, YuppTV and even a French platform tf1Xtra. Arré is a destination for purely original content but we are always up for exploring collaboration possibilities and opportunities between existing platforms and us.

What are your thoughts on individual creators like TVF and AIB?

I think they are absolutely phenomenal. Their growth has been tremendous. I have a lot of respect for them.

Who do you see as major competitors?

Everyone and none really (smiles).

Tell us something about yourself and your journey in the industry so far?

Well, I have been a bit of a rolling stone. I’ve been moving and travelling from place to place, people to people. Followed my instinct, did what I wanted to. Never had a major game plan. Sometimes I got lucky sometimes not so lucky. It’s the process of creating content that I love- I am addicted to it. I have enjoyed the ride so far and I can never stop doing this.

How do you keep yourself updated and how do you constantly upgrade your skills in the competitive space?

It’s so tough. In this day and age it’s just so tough. I’ve never been an avid social media user but now I have to explore the platforms. I do what everyone else does- read a lot, stay online a lot. Generally, just keep eyes and ears open. Great things are happening around us today, amazing innovations in technology- the way we are making and consuming content. There are some superlatively good ideas. The other thing is to keep talking to young people- millennials - they are so different from us when we were their age. Their ideas and thoughts fascinate me. Our team here is young and tuned in, so that helps. But keeping pace is tough! Perhaps, the biggest challenge of this job.

When not busy working, what keeps you leisurely occupied?

I devour movies and shows. I can watch all episodes of a show, season after season, without break (laughs).

Suggestions for those who want to create content for the web...

It’s simple. Find a fairly aesthetic way to express yourself; who you are and what you truly believe in. Web is the space for your individualistic unique expression. No cloning, no formula. The more ‘you’ the idea is, the more people it will touch.

Lastly, message for Tellychakkar.com readers...

Stay young and stay entertained!