Adv.
Adv.

OTT: Is it changing the paradigms of content management?

Adv.

During the current IPL matches, one prominent motif on display was scores of fans adorning HOTSTAR t-shirts. Its display was also endorsed by the commentators, whatever the moment in the match underlining the fact that within a time span of one year, OTT in India has emerged as a force to be reckoned with as far as delivery of content for viewership is concerned.

OTT, for the uninitiated is delivery of the content over the top, i.e. without a set top box, through the internet connection on to a screen, be it a television, a tablet, or a mobile screen.  OTT is the latest succor that has emerged in the entertainment sector, and it has aura of sexism associated with it, as it is dismantling the conventional modes of content delivery. Assessing its potential, a study conducted by ASSOCHAM-PwC has underlined that India could emerge as among the top 10 markets globally in OTT by 2022, with a market size of USD 823 million (about Rs 5,363 crore).

Among the major players vying for the eyeballs in India include, Amazon Prime, Netflix, Voot, Hotstar, Zee5, Bigflix, AltBalaji, Voot, SonyLiv, ErosNow, Disney and scores of local content providers. But is it really going to change the paradigms of viewing, once the system stabilizes?

Adv.

As of now in the quest for eyeballs, the content that is being put through OTT has a certain bias towards displaying uninhibited sex and gory violence, a component that was not available to the viewer in such abundance through the conventional mode of entertainment content delivery, and could it be one of the reasons for its increasing adoption by the content hungry viewers? Now one need not flip channels to be privy to elusive sex and violence, as it is available in myriad manifestations across multitude of platforms. It is now supply driven, rather than demand generated. The OTT vertical is gradually evolving to become edgier, oozes with sex and has dead pan comedy, a trait that facilitated in grounding of OTT in USA, the mecca of entertainment.

The explosion of screen based mobile sets has broken down the family content viewing binding process that characterized the Indian middle class. Now each family has 4 different viewing platforms, including the television to watch content and everybody is immersed in his or her content of choice rather than sit through a content on offer by a television channel. Would it have a social impact on the Indian family structure? Well, time only will tell!

This democratization of content viewing has greatly been facilitated by emergence of Jio which has reduced the rates and has set the market on fire. With its fiber cable on the way shortly, it could overhaul the predictions of ASSOCHAM-PwC predictions for the Indian market. The average cable viewing charges over the cable television is 8 times higher than that in India, and the content providers are waiting in exciting anticipation for Jio to overhaul this market as well.

Adv.

The OTT content providers have also become producers of content as well, Amazon and Netflix taking lead in producing entertainment content and they could emerge as the new studios for entertainment content, ala the studio era of the past. 

For the filmmakers like O.P. Srivastava, national film award winner for his film, LIFE IN METAPHORS-A biography on Girish Kasarvali-eminent Kananada filmmaker, advent of OTT would help in increased outreach at lesser and faster turnaround time and would encourage off-beat film making in a big way. As a matter of fact, OTT is being eyed by the documentary filmmakers with glee as well, as underlined by Sweta Prajapati a documentary filmmaker, who works out of Delhi. She informed that shortly they would launch their documentaries through one of the OTT platforms.  But celebrity filmmaker Amitabha Singh whose film SHORTCUT SAFARI was an Indian nomination to Oscars is circumspect. He feels that presently it is gravitating to ‘illogical’ proportions in terms of content being generated and there is a need for regulation.

Whatever be the process of stabilization, Indian public is salivating and OTT is indeed going to overhaul the paradigms of content viewing in India for sure.

Adv.

During the current IPL matches, one prominent motif on display was scores of fans adorning HOTSTAR t-shirts. Its display was also endorsed by the commentators, whatever the moment in the match underlining the fact that within a time span of one year, OTT in India has emerged as a force to be reckoned with as far as delivery of content for viewership is concerned.

OTT, for the uninitiated is delivery of the content over the top, i.e. without a set top box, through the internet connection on to a screen, be it a television, a tablet, or a mobile screen.  OTT is the latest succor that has emerged in the entertainment sector, and it has aura of sexism associated with it, as it is dismantling the conventional modes of content delivery. Assessing its potential, a study conducted by ASSOCHAM-PwC has underlined that India could emerge as among the top 10 markets globally in OTT by 2022, with a market size of USD 823 million (about Rs 5,363 crore).

Among the major players vying for the eyeballs in India include, Amazon Prime, Netflix, Voot, Hotstar, Zee5, Bigflix, AltBalaji, Voot, SonyLiv, ErosNow, Disney and scores of local content providers. But is it really going to change the paradigms of viewing, once the system stabilizes?

As of now in the quest for eyeballs, the content that is being put through OTT has a certain bias towards displaying uninhibited sex and gory violence, a component that was not available to the viewer in such abundance through the conventional mode of entertainment content delivery, and could it be one of the reasons for its increasing adoption by the content hungry viewers? Now one need not flip channels to be privy to elusive sex and violence, as it is available in myriad manifestations across multitude of platforms. It is now supply driven, rather than demand generated. The OTT vertical is gradually evolving to become edgier, oozes with sex and has dead pan comedy, a trait that facilitated in grounding of OTT in USA, the mecca of entertainment.

The explosion of screen based mobile sets has broken down the family content viewing binding process that characterized the Indian middle class. Now each family has 4 different viewing platforms, including the television to watch content and everybody is immersed in his or her content of choice rather than sit through a content on offer by a television channel. Would it have a social impact on the Indian family structure? Well, time only will tell!

This democratization of content viewing has greatly been facilitated by emergence of Jio which has reduced the rates and has set the market on fire. With its fiber cable on the way shortly, it could overhaul the predictions of ASSOCHAM-PwC predictions for the Indian market. The average cable viewing charges over the cable television is 8 times higher than that in India, and the content providers are waiting in exciting anticipation for Jio to overhaul this market as well.

The OTT content providers have also become producers of content as well, Amazon and Netflix taking lead in producing entertainment content and they could emerge as the new studios for entertainment content, ala the studio era of the past. 

For the filmmakers like O.P. Srivastava, national film award winner for his film, LIFE IN METAPHORS-A biography on Girish Kasarvali-eminent Kananada filmmaker, advent of OTT would help in increased outreach at lesser and faster turnaround time and would encourage off-beat film making in a big way. As a matter of fact, OTT is being eyed by the documentary filmmakers with glee as well, as underlined by Sweta Prajapati a documentary filmmaker, who works out of Delhi. She informed that shortly they would launch their documentaries through one of the OTT platforms.  But celebrity filmmaker Amitabha Singh whose film SHORTCUT SAFARI was an Indian nomination to Oscars is circumspect. He feels that presently it is gravitating to ‘illogical’ proportions in terms of content being generated and there is a need for regulation.

Whatever be the process of stabilization, Indian public is salivating and OTT is indeed going to overhaul the paradigms of content viewing in India for sure.

Adv.
Adv.