That an excessive amount of of something is unhealthy, applies additionally to the deluge of OTT content material that got here our method put up the OTT increase in India, extra so within the interval following the pandemic. Earlier this yr, in accordance with a examine by Accenture, 77% customers in India admitted feeling overwhelmed by the variety of streaming providers to select from. Moreover, 41% unsubscribed from at the least one of many high 5 OTT platforms. With new reveals and movies dropping virtually each week — the query is: might this explosion of content material trigger high quality to endure by the hands of amount?
The Household Man and Rip-off 1992 actor Sharib Hashmi agrees. “This was sure to occur. We have to maintain a verify on the standard or else we’re going to dig our personal grave. Folks take 10 minutes to discard content material in the event that they don’t prefer it as a result of there are a thousand different reveals and movies to observe,” says Hashmi.
Echoing related sentiments is Aarya and Monica, O My Darling actor Sikandar Kher. He notes, “High quality and amount have been such a topic of dialogue over the world. You go to the West or wherever — I’m certain tonnes of initiatives are being made, and never all of them can be of high quality.”
Powerful occasions forward for high quality content material?
India’s rising OTT base (353 million to 424 million; as per an Ormax report from 2022-end), signalling that demand exists, have to be taken with a pinch of salt. With lavish promotional methods and budgets to mount initiatives on, high quality content material — of the type that when kicked off the OTT revolution — could not stand an opportunity.
Actor Sunny Hinduja says, “Earlier, with fewer choices, good reveals obtained extra consideration. Now, there’s a lot content material that good things may go unnoticed if it’s not promoted nicely or doesn’t have well-known folks,” he says.
Nonetheless, actor Pankaj Tripathi, the headlining star of one among India’s OG net sequence, Mirzapur, brushes off that worry: “Log dekh lenge. They resolve inside minutes what they like or don’t. Woh itne sab mein se achcha dhoondh lenge. Aur aisa nahin hai ki promote nahin hua toh log nahin dekhenge.”
Certainly, reveals sans any large names have out of the blue discovering themselves in the course of the limelight. It occurred with Rip-off 1992 in 2020 and Kohrra has obtained related acclaim since its launch in July.
Rasika Dugal provides, “OTT is a thriving, aggressive area. Each month, there’s a new present, with new actors and administrators. That, to me, is an indication of change. I feel it’s a optimistic surroundings. It’s good to see totally different genres.”
Actor Harman Baweja, who stunned everybody along with his flip in Scoop this yr, says that he has all the time believed good content material can by no means get “buried”. “Be it much less promotions, lesser-known platforms and even lesser-known actors. Finally, good content material will all the time rise to the highest. OTT provides alternatives to a lot extra expertise, as a result of, usually on the large display screen, one seems to be at movie economics, which work very in another way,” he opines.
