Category: Over The Top Services

  • Netflix’s upcoming documentary ‘Bad Boy Billionaires: India’ gets into legal trouble

    Netflix’s upcoming documentary ‘Bad Boy Billionaires: India’ gets into legal trouble

    KOLKATA: Streaming giant Netflix has recently launched the trailer of upcoming documentary Bad Boy Billionaires: India. However, it has got into a controversy where fugitive businessman Mehul Choksi has moved to Delhi High Court against the show.

    “This investigative docuseries explores the greed, fraud, and corruption that built up — and ultimately brought down — India’s most infamous tycoons,” Netflix says in the description of the show which is slated for release on 2 September.

    According to media reports, Choksi’s advocate Vijay Aggarwal, sought postponement of the documentary’s release as it may hamper the investigation.

    “Thereafter, the petitioner (Choksi) discovered that one of the persons seen speaking in the trailer was one Mr Pavan C Lall who had written a book titled Flawed: The Rise and Fall of India’s Diamond Mogul Nirav Modi where also the petitioner’s name had been commingled with Nirav Modi’s,” the plea read.

    Tags: Bad Boy Billionaire, Netflix, Netflix India, OTT, Mehul Choksi, Delhi High Court

  • ZEE5 announces strategic partnership with Wego

    ZEE5 announces strategic partnership with Wego

    KOLKATA: Streaming service ZEE5 Global today announced its strategic partnership with the online travel marketplace Wego. This partnership will provide a chance to Wego customers to get a one-month premium subscription of ZEE5 free for an unlimited entertainment journey.

    This novel partnership will entertain and engage Wego customers across the Middle East and APAC in countries including UAE, KSA, Kuwait, Oman, Bahrain, Qatar, Egypt, Morocco, Turkey, Singapore, Indonesia, Malaysia, and Australia.

    “We are immensely delighted to announce yet another exciting partnership for the Middle East and APAC markets. This association with Wego will enable their large customer base across countries to now have easy access to all the premium entertainment content on ZEE5 and watch the latest Originals and Movies on-demand,” ZEE5 Global chief business officer Archana Anand said.

    Wego MENA and India managing director Mamoun Hmedan said, “We’re excited to partner with ZEE5 Global, one of the leading OTT players across regions. This collaboration is crucial to provide our users with more shopping choices and a wider and premium range of entertainment.”

  • Does TVoD model have a long run in India?

    Does TVoD model have a long run in India?

    KOLKATA: The recent shakeup in the media and entertainment industry due to the pandemic has given rise to more experiments. Recently, media giant The Walt Disney Company (Disney) decided to take live-action remake of Mulan to its streaming platform Disney+. While direct-to-digital debut has become a common phenomenon during the lockdown, Disney has opted for a premium transactional model rather than offering it as a part of its overall subscription. Naysayers have refuted the viability of pay-per-view or transactional video-on-demand (TVoD) in the Indian market but local players have started experimenting with the model.

    Shemaroo Entertainment’s digital arm ShemarooMe is trying the model through its ShemarooMe Box Office feature where movies will be available for Rs 80-100 for a three-day viewing. A new budding regional player, Planet Marathi, has also recently announced a ticket window for Marathi films. Although bigger players have not uttered any word on taking this route.

    “Traditionally, Indian OTT ecosystem has not experimented with the TVoD business model. But with the changing scenario, we are seeing OTT players have started trying the transaction per content model globally, especially as movies are getting direct digital premiere.

    The pay-per-view model or TVoD is an established concept in the west, and it coexists with the subscription model. Audiences and consumers have accepted it and it has been a window for viewing movies,” Shemaroo Entertainment CEO Hiren Gada says.

    SBICap Securities institutional equity research head Rajiv Sharma mentions that firstly the OTT pricing today is on a very affordable line except for Netflix. On the other hand, he thinks TVoD does not give a scale but only customers who may not stick around. He contends that an OTT business model means having the visibility of revenue and stickiness of the subscriber base which will allow the investment for the production of new content. 

    However, he also mentions that the model can work better if it is seasonal. He shares an interesting view that tvod will be like running a campaign for consumers to experiment and sample the content. If there is parallel pricing, the subscribers who use other platforms may come for very appealing content. Hence, it is good from sampling and penetration perspective and also to build a huge customer database for further promotion, Sharma opines. But he also shares on a cautionary note that having tvod for long-term may cannibalise existing SVoD or AVoD customers revenue.

    Elara Capital VP – research analyst (Media) Karan Taurani is not very optimistic about TVoD’s uptake in India. According to him, consumers in India don’t pay here easily and they will pay for a service that is long -term because that is reasonable and adds value. Moreover, he mentions that globally, the audience pays around $30-35 under this model (Disney has fixed Mulan’s price in the US at $30), whereas Indians won’t pay 10 per cent of that price. Taurani also speaks about the poor payment mechanism in many parts of the country.

    Deloitte India partner Jehil Thakkar does not subscribe to the view as many consumers are using different payment gateways for OTT, e-commerce, grocery shopping. Moreover, the pandemic has boosted the uptake of online payment mechanisms.

    “ShemarooMe Box Office has seen many critics and reviewers extend their support to the platform and if the entire ecosystem accepts this, then TVoD as a model in India can see success as desired. For now, this is a very experimental phase, where the audience discovers the platform and starts interacting with it. We have witnessed decent traction so far,” Shemaroo’s Gada comments on the uptake.

    Deloitte India's Thakkar also thinks it is a viable option but at this time the market may remain fairly small. He adds that it may be more successful for some exceptional events like a blockbuster movie or a cricket event. He emphasises that despite all the odds it is a good time to experiment, test the water, tweak the business model, and pricing. According to him, the experiments will make it clear if there is an appetite for this model.

    “Nothing can defeat the unsurpassable theatre viewing experience, since we are facing a difficult time, some experiments and changes can definitely fill the void. Nonetheless, platforms like ShemarooMe Box Office should always have an audience. The idea was to make movies accessible to a larger consumer base and inculcate the habit of TVoD viewing. It would help create a new monetisation window,” Gada states.

  • ZEE5 makes user registration mandatory to augment segmentation and targeting capabilities

    ZEE5 makes user registration mandatory to augment segmentation and targeting capabilities

    KOLKATA: ZEE5 today announced its plans to enrich its audience data by building quality and diverse audience clusters with engagement capabilities in a cookie less world. The ConTech platform takes a strategic step towards making ‘user registration mandatory’ and thus augmenting astute audience segmentation and targeting capability.

    Brands are slowly shifting their marketing budgets to digital platforms as the digital medium becomes all pervasive and consumers increase time spent on this medium. Taking cue from that, ZEE5 with its futuristic Ad:tech construct, promises to build rich customer profiles, serve hyper-personalised content recommendations and ad targeting, based on the holistic personas of these customers to improve experiences and deliver precise targeting for advertisers in a brand safe environment.

    ZEE5 India expansion projects business head and product head Rajneel Kumar said, “Data enrichment is the way forward. We are cognizant of the cookie less future and want to reduce dependencies on using third party data significantly. Rise of a new data-driven world, addressable, accountable and increasingly automated is upon us, and brands are longing to create more individualized experiences that can tap into the targeting and personalisation capabilities available within the digital video realm. With a robust Ad:tech architecture at play, we want to empower the advertiser to do end to end optimisation on the back of cutting-edge technology coupled with ZEE5’s massive reach and rich consumer profiles.”

    ZEE5’s indigenous CDP platform ‘Infonomix’, a key offering from ZEE5 Ads, will allow brands to leverage the flexibility and the prowess of Ad Suite to target precisely and harness segmentation for very measurable results. The convergence of data from various sources including, social data from the recently launched HiPi – a short video platform, will allow Infonomix to not only power the content discovery on the platform but also support CLM team to devise a personalised push notification strategy.

    With the uncertainty on when the lockdown will end, ZEE5, India’s Entertainment Super-app foresees not only increased consumption from existing customers but also many new customers joining the platform for the first time in the coming months. ZEE5 aims to ramp up their content strategy but also, their consumer insight data points for hyper-accurate and hyper-relevant content and ad optimization.

  • Decoding the influence of IPL 2020 on Disney+Hotstar’s paid subscriber base

    Decoding the influence of IPL 2020 on Disney+Hotstar’s paid subscriber base

    KOLKATA: Most of the Indian sports enthusiasts consider cricket as their religion. The upcoming season of the Indian Premier League will not only overwhelm the audience but will fill the void which has been due to the absence of major cricket tournaments in the last few months. There is no doubt that the official broadcaster Star Sports’ viewership will witness a rise during the league, but how Disney+Hotstar will benefit from it in terms of paid subscriptions is something to watch out for..

    The media giant Walt Disney Company, which owns Hotstar after the acquisition of 21st Century Fox, planned a grand entry of its streaming service Disney+ in March. Utilising the fandom for IPL, the company decided to integrate it with Hotstar to exploit the existing users. The pandemic had forced them to launch it in the absence of the cricket showbiz. However, despite all the odds, the platform has been able to garner 8.63 million subscribers as of 30 June. Now, most of the experts believe IPL is going to boost the number further.

    SBICap Securities institutional equity research head Rajiv Sharma is of the opinion that all the content available at this moment is on
    predictable lines despite having differentiated storytelling, but live sports are completely off the shell. “Earlier, IPL used to have at least some competition with other cricket tournaments before or after the event. The dearth of enough good events may lead to a 2x-3x increase in viewership and brand participation for IPL,” adds Sharma.

    Sharma, who is highly optimistic about IPL’s impact on Disney+Hotstar subscriber base, says that the number of new subscribers coming because of IPL will be 50 per cent higher as compared to earlier years. Moreover, the retention rate after the event will be 20-30 per cent higher; thanks to the library of Disney+.

    Elara Capital VP – research analyst (media) Karan Taurani states that the platform’s viewership will be negative this season. According to him, TV viewership will increase at a much higher rate as most of the people will be at home during the matches. He adds that he does not see any fresh subscribers coming to the platform for IPL specifically. 

    Mirum India joint CEO Sanjay Mehta differs from Taurani’s view. Mehta opines that lockdown has accustomed viewers to consume content through OTT services. According to him, many people have now formed a habit of enjoying OTT services on Smart TVs or using devices like Chromecast to enjoy it on a large screen. Coupled with the starvation of premium cricket events or other
    live sports, the new trends of consumption will benefit Disney+Hotstar subscription directly.

    He says the focus should be on highlighting the fact that Disney+Hotstar gives access to a huge amount of other premium content along with IPL.

    “Prima-facie, the decision to move IPL streaming to a premium account will see a decline in the overall digital audience. While I believe the core IPL fans will stick to Hotstar or the ones who don’t have a subscription may get onto the platform for the duration of the event. So we may see a spike for sure in short-term,” Isobar India COO Gopa Kumar comments. Notably, Jio has introduced new packs of Rs 499 monthly and Rs 799 quarterly plans giving access to Disney+Hotstar, which makes it clear that any Jio users will not enjoy IPL at zero cost this year.

    As the majority of people will be at home, there might be a slight dip. However, owing to single TV per household phenomenon at
    many places, you may see people logging in Disney+Hotstar to watch IPL,” he adds.

    Kumar thinks the platform will come up with a marketing campaign for IPL very soon. According to him, the engagement story, the real-time response from the audience and interactive formats will be the key narrative of communication. 

  • Juggernaut Productions’ Samar Khan shares his untold experience in making Avrodh: The Siege Within

    Juggernaut Productions’ Samar Khan shares his untold experience in making Avrodh: The Siege Within

    Director and producer Samar Khan, who is known for his critically acclaimed war drama film Shaurya, is now busy creating stories for streaming platforms. Almost one-and-a-half years after Vicky Kaushal's Uri: The Surgical Strike, SonyLiv has come up with a series named Avrodh: The Siege Within.

    Based on a book written by Shiv and Rahul, Avrodh showcases what exactly happened during the 2016 surgical strikes conducted by the Indian Army in Pakistan-occupied Kashmir (PoK). The former journalist is passionate about creating stories for armed forces as most of his work like Regiment Diaries on Epic channel, The Test Case, or the AltBalaji-ZEE5 series Code M revolves around the same subject.

    In a special discussion with IN10 Media Network's production arm Juggernaut Productions chief operating officer (OTT) Samar Khan  gives more insights on the show.

    Edited Excerpts:

    Avrodh is based on Shiv and Rahul’s book. So, how did you conceptualised the show? 

    I have always been intrigued by stories of armed forces. Before Avrodh I have made Shaurya and Test Case. I picked up Rahul and Shiv Aroor’s book and was taken aback after reading the first chapter. I also spoke to the authors and realised that they were also very interested in making its OTT version. We all felt that the book deserved to be made in a series rather than a film. Post this, I immediately approached Applause Entertainment’s Sameer Nair with the idea, and he was equally convinced about it. So that is how we went ahead with this concept.

    It looks more like a quasi-documentary style of a contemporary action film. So, do you think it would have been better if it was a documentary than a series?

    No, not at all because the concept is more dramatic in its storytelling. It is now a show that can be made in a documentary style. We always believed that the dramatic storytelling format would be the best way. I don’t think anyone was confused about the route we wanted to take. I think a series would do justice to it. The documentary is a different part of storytelling. I am not saying that it would not have been effective for this show. It is just that we have picked another way of storytelling. There are already many.

    Were you scared that people would take it as a jingoistic show? How have you maintained the line between jingoism and patriotism?

    We were proud of our story, and we wanted to show the story in the way it has happened. We were clear about telling a story of bravery, and we wanted to show it as humanely as possible. I come from NDA background and have friends in forces with whom I interact on a regular basis, so I know the way they think and operate. Our entire team had just one single aim of creating a human story. In my opinion, the show doesn’t have any jingoism elements.

    Where did you shot the story?

    Initially, the plan was to make a 10 episode series, and we had the goal to expand the world of the book. The book talks about the surgical strike, so we picked up the story even before the Uri attacks happened then later in the show, we showcased Uri attacks and then the ten days that led to the surgical strike. So initially, we thought to name the series as ‘10 Days’. We researched about what political establishments were doing and how the planning was done. The actual scripting process took eight to nine months. It was important for us to stay true to the story, but we did take some cinematographic liberties. One of the most crucial things I and Applause Entertainment decided to do was to bring the director of Neerja movie Raj Acharya. That was one of the best decisions we took. So, later on, we brought the team on-board, then the casting process happened. Amit Sadh was our first choice because we share a similar thought when it comes to the army. We brought on board some of the esteemed names from the film industry like Neeraj Kabi, Darshan, Anant Mahadevan, and Vikram Gokhale.

    We also received great help from the Indian army as they provided us with the locations, places to shoot, and equipment. We submitted the entire script to them for approval. They were also part of storytelling. We found locations in Bhadarwa, located in Jammu, and then we shot in Mumbai and some parts of Delhi. We spent a lot of time in talent scouting for junior artists and other actors. We did army training with them, taught them how to hold a gun, and how to walk, talk, and salute like army men. We had an ex-army man as a trainer who helped us in designing the look for the boys. It was important for us to maintain the authenticity and real look of the show. We fabricated and made guns like the real ones. But the Bofors, trucks, Jeeps are from the army.

    The music perfectly magnifies the chaos of war in the series. Can you elaborate more on this?

    A lot of credit for music goes to Deepak Sehgal and Priya Jhavar from Applause Entertainment. I think between Raj Acharya, Sehgal, and Jhavar the background music got reworked several times. Nirmal Pandya also kept on innovating with different tools and instruments. We didn't want the background music to look more like jingoistic or patriotic.

    Also, in the commercial cinema, audiences are served with a bouquet of things which included crime, romance, drama, and thriller. Do you think streaming platforms have changed this scenario?

    We are now able to tell stories in a more defined and chiseled way. I think we don't need to unnecessarily fill up the story with everything. Apart from streaming giants, I would also like to give credit to audiences. I believe it is not important to have everything in one story. It is fantastic that audiences have also evolved; they can enjoy things without fitting everything into one.

  • Mirzapur season 2 set to release this October

    Mirzapur season 2 set to release this October

    KOLKATA: During pandemic, there was one question that kept popping on social media was- ‘When will season two of Mirzapur come?’ Keeping up the excitement, Amazon Prime Video today announced that the second season of its much anticipated Amazon Original Series Mirzapur, will launch on 23 October, 2020.

    Set in Mirzapur, the hinterland of North India, season one of the crime drama had taken the audiences into a dark, complex world of guns, drugs and lawlessness. It’s the relentless pace, well etched-out characters and nuanced narrative had left the fans wanting more.  

    With Season 2, the canvas of Mirzapur gets bigger but the rules remain the same. The much awaited Amazon Original Series is created and produced by Excel Media and Entertainment and will launch exclusively on Amazon Prime Video in over 200 countries and territories worldwide.

    Speaking on this momentous announcement, Amazon Prime Video India Originals head Aparna Purohit commented, “Mirzapur has truly been a game-changer title for us. The show heralded a new idiom of storytelling for Indian audiences – its characters have become a part of popular culture. We are certain that the riveting narrative of season 2 will leave our audiences mesmerized once again. ”

    “Excel Entertainment has received immense love for constantly pushing the envelope when it comes to creating impactful and powerful content,” Excel Entertainment producer Ritesh Sidhwani said. “Mirzapur was a step in that endeavor. It was not just about breaking boundaries for the audiences, but also for ourselves as content creators. Bringing thrilling and untold stories from India’s hinterland without losing authenticity has been our biggest win. All the praise that season one of Mirzapur has received, not just in India, but across the globe, is heartening. It pushes Excel Entertainment and Amazon Prime Video to continue the momentum with the second season of the show,” he added.

    “The love and the appreciation that the show has garnered since its launch has been simply overwhelming. Taking it a notch higher, we’re certain that the audiences are in for a visual treat in the sequel” creator Puneet Krishna said. “Seeing their excitement for season 2 for months now made each one of us deliver a performance that matches up to the scale at which the show has now placed itself. We are thrilled to take the fans to another dynamic world of Mirzapur that they have been waiting for a very long time,” he further added.

    The series is produced by Excel Media and Entertainment, created by Puneet Krishna and directed by Gurmeet Singh and Mihir Desai.

  • OTT platform runs commercials for liquor brand, report says

    OTT platform runs commercials for liquor brand, report says

    KOLKATA: Sparking a new controversy, the streaming service SonyLIV runs commercials for liquor brands between breaks. It appears the liquor brands which can’t use television or print, are utilising OTT platforms in the absence of advertising codes. The OTT platforms don’t have any advertising code yet for their original content.

    According to a Mint report, the liquor brand Diageo India promoted its 180 ml pocket-size flasks called 'Hipsters' which launched last year for scotch whiskey brands Black Dog, Black & White, and Vat 69.

    However, it displayed the ad with a disclaimer that it should not be shared with people below the legal drinking age. The brand has shown on-screen during the cricket tournament that young consumers are pouring whiskey from a flask to make a chilled drink on multiple occasions when the drink can be enjoyed.

    "It is in accordance with the Diageo Marketing Code and Diageo Digital Guidelines, that guide for all communications that go out across any platform," a company spokesperson said as quoted by Mint.

    Advertising Standards Council of India (ASCI) secretary-general Shweta Purandare said these matters are beyond the scope of ASCI. According to ASCI, such matters are best examined and dealt with by the concerned regulators.

  • Guest column: Winning over audience in post lockdown world

    Guest column: Winning over audience in post lockdown world

    My neighbour is an ardent Ronit Roy fan. Having not seen him for a while in any Indian serial or film, top that with a glum lockdown mood made her grumpy. One should have seen the look on her face when I told her about him featuring in ALTBalaji’s Kehne Ko Humsafar Hain. And behold, the platform had its latest subscriber. 

    Like her, millions of us have been hooked to Indian OTT platforms over the past few months. With more time in hand, they’re now open to consuming content digitally, and watching shows that they wouldn’t have watched pre-lockdown. OTT platforms have increased their subscription base by offering diverse shows with relatable characters and topics. Hence, making their service a value-for-money proposition to the viewers. 

    Today, viewers have access to more content than they ever could consume. The continued increase in the range and breadth of content libraries has created a paradox of choice — too many content choices often paralyze viewers’ decision of what to watch. A consumer’s subscription journey starts with an intent to experiment, a platform to explore, and concludes with a demand for premium content. Making quality, ease in operation, affordability, and accessibility a key factor in driving subscription plans.

    The Post Lockdown Plan

    The lockdown phase has acted as a catalyst in transforming the content consumption habit of the audience and bringing the Indian viewer to their screens like never before. The KPMG report titled ‘COVID-19: The many shades of a crisis’, reveals that the penetration of subscription-based digital models is set to accelerate. 

    There has been a significant rise in the viewers’ appetite for online content. Moreover, streaming platforms are giving viewers fresh and new content, thereby increasing the amount of time spent on the service. Add to that, the growing apprehension that exists amongst viewers will see them embrace entertainment experiences in the ease of their home.

    Nailing Nuances

    In recent times, the Indian streaming industry has grown from strength to strength giving rise to an unprecedented transformation in content creation and consumption. This has seen leading content providers take deep dive into the viewer's preferences and demand to curate engaging content and enticing subscription packages. What leading platforms have got absolutely spot-on is their increased focus towards personalization and adapting seamless technology.

    In the race to drive subscriptions, content creators and providers are presenting stories filled with local flavour and global relevance spanning genres and languages. Most are deploying and experimenting with technology-driven services. This allows them to offer a more personalized catalogue of content, in a manner that sees the viewers coming back for more. 

    Taking Your Content to the Users 

    There will never be a dearth of content in the Indian OTT space. In such a scenario, relevance makes the biggest difference between these leading players. The platform that delivers a host of offerings to the right audience makes for a leader in the industry, while the rest follow. 

    Owing to the large viewership from Tier II and Tier III markets, OTT players like us are tapping into the Bharat audience by associating with micro-influencers. This word-of-mouth advertising has worked its charm across the country. With renowned faces endorsing the content offered by the platforms, there has been an incremental growth towards roping in new audiences. 

    The shows and their diversity have paved the way towards consumer segmentation as well as streaming players catering to different demographics in their own way. Partnerships with leading telecom providers have also seen the content being amplified to a wider audience who are at the receiving end of clutter-breaking content for the same price. 

    This is a trend that’s going to stay as it's a win-win situation for both the provider as well as the consumer. 

    Ease of Consumption

    The rise of digital content consumption has made the delivery of enhanced user experience take primacy as one of the key objectives of the streaming platforms. Through adopting innovative and data-driven design approaches – the quality of the user experience has become a deciding factor for a user to choose among the various available services in the market. 

    Understanding the target group and their challenges have seen streaming platforms today offer a host of payment options and subscription packages that align to their consumption patterns. Going down the platform-agnostic route has paid dividends as they provide users a customized experience leading to an increased level of engagement, thereby resulting in more subscriptions. 

    From a content segmentation and a garnering subscription point of view, one needs to start looking at expanding, acquiring, and retaining audiences. Rest assured that there will be a content library, that like always will regale audiences, along with subscription models, that assure the viewer a service that is value for money.

    The author is SVP marketing, analytics, and direct revenue, ALTBalaji. The views are personal and indiantelevision.com may not subscribe to them.

    Follow Tellychakkar for the consumer facing news & entertainment

  • VOOT Select subscribers coming mainly from top 6 metros: Ferzad Palia

    VOOT Select subscribers coming mainly from top 6 metros: Ferzad Palia

    KOLKATA: Production houses have been able to resume the shooting schedule for shows since July, four months after the lockdown, but the fate of large scale projects still remains cloudy. Amid the backdrop of this uncertainty, the OTT players are innovating to churn out content.

    VOOT Select, the subscription-based premium service of  VOOT, that was introduced a few days before the lockdown, has launched a new show – The Gone Game. Interestingly, the show has been shot remotely and entirely in isolation during the lockdown. Directed by Nikhil Nagesh Bhat, The Gone Game is a one of a kind and a never-seen-before concept that puts creative freedom in the hands of the cast of the series to innovate while shooting from their homes. 

    Although some of the projects have been delayed during the lockdown, VOOT Select, Viacom18 Youth, Music, and English Entertainment head Ferzad Palia is confident of its content pipeline thanks to the mix of originals, international content and before TV.

    The lockdown has given a huge surge to all streaming services. VOOT Select did not have a chance to compare its traffic to pre-Covid period but shelter-at-home directive has helped it to beat in terms of subscription, watch time.

    Palia said the subscribers are consuming all sort of content with its originals like Asur, The Raikar Case, and Illegal creating a good buzz. Talking about the subscribers, Palia mentioned that they are mostly coming from top six metro cities followed by significant inflow from the top 15 cities as well.

    While lockdown has created an opportunity for streaming services, it has also impacted the marketing strategy due to the absence of the outdoor medium. Palia said while they have not been able to effectively use the outdoors after the first few days of launch, they have diverted marketing spends towards digital and TV. VOOT Select is evaluating all options around the outdoor medium with lockdown ending in a few parts of the country but currently keeping the focus on digital and television.

    During these last four-five months, many of the large OTT platforms have struck deals with movies lined up for theatrical release. Palia said the platform needs to focus on its own product now as it has a strong original slate and international content slate. He mentioned that no opportunity is off the table but timing is important.

    “We are very clear that our distribution strategy is not to be necessarily available with every single partner. We are very selective about the partner that we choose and Tata Sky Binge is the first announcement that we have made. There are others in the pipeline. It's important for us to build reach and for that distribution to increase. While the heart of our business is d2c, if there are opportunities which will help consumers access us through partners and that is relevant for them, we will take a call,” Palia commented on distribution strategy.

    As several parts of the country are reopening, experts believe there might be a slowdown in the growth of OTTs. But Palia said that subscribers have discovered new content and a new way of consumption. Hence, they are not seeing any slowdown in subscription growth or any reduction in time spend; both are growing day-by-day.