Bharti Airtel, one of India’s biggest telco with a suite of services ranging from telephony to DTH to digital streaming to broadband to payment bank, has stressed that it’s core competence doesn’t include producing original content for consumers, but use its diversified channels to give a wholesome choice to its consumers as well as others to monetize their products, according to a top company executive.

“Its important to be focused. We are not in the business of producing content. We are very clear about that… (but) that allows us to build a platform for content creators,” said Adarsh Nair, Chief Product & Experience Officer, Airtel and CEO, Airtel Digital Limited (Wynk).

Nair added that the company is focusing on creating an enabling environment for content creators to deliver and moentise their products via a suite of integrated services of Airtel — all of which use latest technology like AI to maximize experience and delivery.

Nair was speaking at Future of Video-India, organized by Asian media trade body Asia Video Industry Association (AVIA) last week on the theme how with a streaming boom in India, telcos have redefined their selling strategies to orient their voice and data plans to suit the increased demand from subscribers for video streaming and other entertainment services and whether the telecom companies would remain an aggregator or also get into original content creation.

Asked how Airtel could help monetize content for the creators, Nair opined that the plan is to integrate the services and help consumers access all the Airtel channels whether it be broadband or mobility or DTH. This way, Nair pointed out, the company gives the consumers “choice” and “flexibility of monetization” to creators.

Earlier this year, Bharti Airtel came out with a business insight report titled ‘Customer Engagement Redefined: Anytime. Anywhere’ that stressed on the need for reimagining customer journeys in an increasingly digitally connected world with multiple personal devices and channels. The report added that for this to become a reality, businesses must create omni-channel engagement platforms that can deliver highly personalised and hyper-localised, contextual experiences to customers.

Taking off from what the report stressed, Nair, at the AVIA conference said, “We believe in future there would be a community of creators who’d be creating very interesting content…TikTok showed us the way…(so) we are going regional, going community based.”

And, in making all this happen, Nair feels, tech like AI will play a big role, which has made Airtel “invest in tech” in a big way as hyper local personal experience is the way forward.

In an interview given to Fortune India earlier this month, Nair had said Wynk, for example, was betting big on the creator economy and had cited how pandemic had taught them to be innovative, which resulted in Wynk Stage that gave artists a medium to perform online concerts and connect them with their audiences directly. “That innovation came straight out of the pandemic. Premium artists were looking to connect with consumers, and their concerts had pretty much dried out because that requires physicality. As a part of Wynk Stage we also got a lot of DJs on our platform. We’re creating a platform for them to be discovered and give them employment and be found digitally,” Nair had said, explaining the rationale behind creating enabling channels for content creators.