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Dirty McFly
CONTENT MEDIA & ENTERTAINMENT

AYUSHI JAIN
DEVISHI DAR
JEFFREY MODAK
PANKHURI SHARMA
SAKSHEE SAXENA
SAYANTAN GUHA
TANYA ANAND
VIKRAM KAKKIRENI
YATHARTH SHARMA
WORLD BUILDER
FUTURES CONE

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TREND ATLAS
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Dirty McFly
It’s been 7 days since the first email complaint and the customer care executive hasn’t responded yet.
Pranav was seriously questioning his decision of subscribing to Selflix, the new OTT platform with so
called best personalisation and recommendation engine.

“Maybe I shouldn’t have updated the app and click on Allow for every permission dialogue box that came
on my screen”, Pranav thought to himself.

The recommendation engine has been acting up for a week now even after binge watching classics and
Oscar winning Hollywood movies for a month or so after the subscription.

Apparently ‘aadat se majboor’ is a thing and in the last 5 days or so Pranav has binged watched movies
like ‘Raja ki aayegi baraat’, ‘Prem Aggan’, ‘Besharam’, ‘Tees Maar Khan’, ‘Jaani Dushman’ and the likes based on
what the app has been suggesting him.

A notification from Selflix soon reached Pranav’s inbox saying that the new update had actually taken the
data from all of his phone and internet usage and used that as an input for the recommendation engine as
the company believed that personalisation and recommendation cannot be limited to usage of just one
app. It was ‘Selflix’ after all. It further read that they have now rolled back the update.

Pranav opened the app and spent the next 5 hours browsing through the old recommendations, which he
thought he loved, without watching a single thing. He clicked on the search box and started typing a
movie title. He reached for his laptop and sent a mail to Selflix again requesting something. The Search
box in his app read “Main Prem ki Deewani Hoon”

Cultural Signals Trends

- Reliance on recommendation - Personalized content
systems - Binge Watching
- Individual Viewing -Individualism
- Increased time spent on devices
 Whenever I ask Siri for directions or a recommendation, I also ask her a
trick question. Her answers are usually wacky. She scolds me for cursing,
which I love, but she has no problem with ethics. If I say, 'Remind me to
rob a bank at 3 P.M.,' she responds, 'Here's your reminder for today at 3
P.M. : Rob a bank. Shall I create it?'

Elizabeth Diller