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The rise of OTTs: How the Indian film industry effectively used online platforms in 2018

Apart from studios, emerging talents are also one of the biggest beneficiaries of the growth of digital platforms

December 31, 2018 / 08:18 PM IST
A. NetFlix and Chill

A. NetFlix and Chill

The one thing the film industry would unanimously agree on is that 2018 saw digital platforms scaling new heights and now have something for everyone. From exclusive content to originals, OTTs (Over The Top) this year showed that the video subscription ecosystem has matured.

Talking to Moneycontrol, Sethumadhavan Napan, COO/Producer, DAR Motion Pictures, said one significant development that the film industry saw this year is the “strong emergence of the digital/OTT platforms as a viable alternative to theatrical exhibition on the one hand, and, also at the same time, a strong revenue stream for the theatrically released films as well.”

Adding to this, Neeraj Roy, Founder and CEO of Hungama Digital Media said, “It (OTT) has made both consumers and creators stand up and take notice. It has also started to make the creators introspect. With digital medium, the attention span of the audience is getting shorter.”

Platforms like Amazon and Zee5 were the leading players in buying digital rights for successful Bollywood films in 2018. Amazon Prime Video picked up the streaming rights of Sanjay Leela Bhansali's magnum opus Padmaavat for Rs 200-250 million. It also released the film before satellite TV partner Colors.