Modern day conferences and business events include deep learning sessions which give participants insight into how the trade functions. For example, in the Vogue Wedding Show you can attend sessions on beauty, makeup, dressing and grooming from industry specialists who are practitioners of the trade. In the Canon photography show you can learn about lens cleaning and how to shoot great pictures in fading light. Usually, such opportunities apart from educating provide show sponsors the opportunity to display the technical aspects of their products. Though its masterclasses did not have a direct revenue motive, Media Rumble was also designed in a format which brought industry experts from the trade to discuss a critical skill and craft learning.
At the theater in the basement of the India Habitat Centre, these masterclasses were conducted to packed audiences. There was a session on ‘The post advertising media business model,’ where Anushree Goenka, director operations at Scroll, discussed monetising options other than advertising, with Praveen Gopalkrishnan, product head at The Ken, and Raju Narisetti, who was till recently the chief executive officer of Gizmodo. The conversation revolved around everything from subscription, a bus which the legacy media has clearly missed, to paid news, where it is trying to enter an already crowded space dominated by advertising majors.
Another interesting session had Francesca Panetta, executive director of The Guardian who runs the publication’s virtual reality production studio, speaking to Durga Raghunath, chief executive officer of the Indian Express Group, on adding value to digital media by creating reality effects. Other masterclasses included covering parliament, data sourcing, verifying photos and videos, on creating podcasts and on Quint for data driven digital journalism. There was a masterclass on the IGTV vertical video launched by Instagram that can dispense news as a long-form video but in a totally brand-friendly format
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