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When content becomes infinite, what makes people pay attention?

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When content becomes infinite, what makes people pay attention?

We are living in a world where content is no longer scarce. There is more news, more videos, more creators, and, AI that can generate almost anything we ask for. But this abundance brings a new challenge: when everyone is creating content, how do you get someone to stop scrolling, pay attention, and come back?

On the sidelines of TechSparks 2026, Avinash Mudaliar, Co-founder and CEO of HT Media Labs and the creator of Saregama Carvaan; Deepit Purkayastha, Co-founder and CEO of Inshorts; and GSN Aditya, COO of Eloelo Group, came together for a discussion titled The Format Is the Product: When Content Becomes Infinite.

The conversation explored how formats shape the way audiences consume content, what makes a format resonate in an increasingly crowded digital landscape, and why the format itself can be as important as the content it carries.

What is the differentiator in all this: the format, distribution, personalisation or the relationship with the consumer?

“Actually, the four items you mentioned aren't rivals. They are congruent; they co-exist. And all of them need to be married in a particular combination to get a person to come back. Right now, the problem is not content. Content has become infinite. Time has become finite,” said Mudaliar.

He explained that when he was building Carvaan, he had a clear target audience: people who didn't want to open an app, create a playlist, log in, pay, go through the entire rigmarole just to listen, and then go to a search bar and search for a song.


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