Tag: Original Content

Digital i report: Streamers ditch originality for the comfort of repeats

MUMBAI: The golden age of eak TV is officially over, and streamers are reaching for the remote to change channels back to safety. According to Digital i’s latest report, Are You Still Watching?, the number of original series launched across Netflix, Disney+, Max and Prime Video has plummeted from 395 in 2022 to just 279 in 2024—a brutal 29 per cent drop that signals the end of the industry’s spend-happy commissioning spree. Producers have been talking about this in whispers in streamers office corridors, but now data has backed what was being speculated about as a fact.

The shift is as dramatic as it is telling. For the first time since streaming became king, licensed content has overtaken original programming in viewing share, with audiences voting with their eyeballs for the familiar over the fresh. The data shows this crossover happened in Q3 2023, marking a watershed moment for an industry built on the promise of endless new content.

What’s driving this nostalgia kick?

Viewers are apparently more interested in rewatching Grey’s Anatomy for the umpteenth time than diving into yet another dystopian thriller. The medical drama alone racked up more than two billion global viewing hours in 2024, whilst House M.D. continues to diagnose audience boredom with reliable regularity.

This retreat to the familiar isn’t just about comfort viewing—it’s cold, hard economics. Original content costs a fortune and carries enormous risk, whilst proven library titles offer predictable returns. Streamers, facing mounting pressure from investors and increasingly choosy subscribers, are discovering that sometimes the best new content is actually very old content.

Netflix, however, remains the rebel in this conformist crowd. Of its top 25 most-viewed titles in 2024, 14 were based on original concepts—more than any other service. Whilst competitors are playing it safe, Netflix is still betting big on fresh ideas, suggesting the streaming giant believes originality remains its secret weapon for global domination.

The industry’s new obsession with data is reshaping what gets made and what gets axed. Completion rates have emerged as the ultimate judge and jury, with Amazon’s video game adaptation Fallout boasting a stellar 67 per cent completion rate that helped secure its success. Netflix’s The Gentlemen earned renewal with a respectable 61 per cent, whilst the mythology-themed Kaos was cancelled after managing only 47 per cent—a harsh reminder that in streaming, finishing is everything.

The data reveals another trend: shorter is sweeter. Season ones with three to six episodes achieved average completion rates of 48 per cent, whilst bloated 11-15 episode seasons managed a measly 26 per cent. In an attention economy, brevity isn’t just the soul of wit—it’s the key to renewal.

This recalibration reflects a maturing industry learning to balance creative ambition with commercial reality. The battle for viewer attention has evolved into a war for consistent, measurable engagement. Streamers are discovering that keeping audiences watching is harder than getting them to start, and that sometimes the most innovative strategy is knowing when not to innovate at all.

As the dust settles on peak TV’s decline, one thing is clear: in the streaming wars, nostalgia isn’t just a marketing tool—it’s becoming the ultimate weapon.

May 24, 2025
Discover engaging stories and adventures on discovery+ this July

Mumbai: discovery+ has brought a blend of docuseries, stories, and original content that promises to engage, entertain, and educate. This month’s lineup features a mix of gripping true crime stories, historic explorations, survival challenges, and much more. The lineup also features three titles from EPIC’s catalogues. So whether you’re a fan of celebrity feuds, exploring the mysteries of the past, or enjoying embarking on culinary escapades, discovery+ has got you covered.

Highlights for July’s content lineup:

Crime and investigation

● Taylor Swift vs Scooter Braun – Bad Blood | 4 July: The $300M feud between Taylor Swift and Scooter Braun made headlines. But is Taylor bravely standing up for artistry and fighting the misogyny of the music industry, or has Scooter Braun been unfairly framed for what was just a business deal?

● Deadly Influence – The Social Media Murders | 24 July: Social media influencers seem to have it all — money, celebrity, power. But in these shocking true crime stories, there is a horrifying dark side to the fame, which reveals how these online dreams can quickly become blood-soaked nightmares.

History

● Ekaant – India’s Abandoned History S1 | 5 July: India is known for its remarkable architecture and serene landscapes. Its rich history is steeped in mystery its vastness lends itself to several stories and urban legends. Discover the abandoned roads and valleys of India’s historic locations and more.

Adventure

● Naked and Afraid S10 | 19 July: Two strangers choose to take on the Everest of survival challenges. They’ll have no water, no food, and no clothes, but they must find a way to work together and survive in the wilderness for 21 days – Naked and Afraid.

● Lakshya 1971 | 24 July: Discover the elusive story of the Liberation War of Bangladesh in 1971. Harman Singha uncovers the Indian Air Force’s closely guarded tales of men, machines, and missions.

● In the Eye of the Storm | 30 July: This series reveals recent natural disasters as they happened in real-time through footage captured by eyewitnesses who found themselves in the wrong place at the right time and boldly held up their camera phones to capture the eye of the storm.

Auto

● The Royal Enfield Story | 5 July: Royal Enfield is one such legendary brand with a unique story: a vintage motorcycle company that has an English pedigree but an Indian upbringing. Discover how the world’s oldest motorcycle company has legions of fans and followers.

Lifestyle

● Selena + Restaurant | 17 July: After working with the world’s top chefs, Selena Gomez is raising the stakes! She heads out to work in Los Angeles’ hottest restaurants, where she’ll be put through her paces and must learn fast to create a dish good enough for the restaurant’s menu.

July 8, 2024
Trivayu Media Works aims to double client base; focus on newly built startups

Mumbai: Hyperlocal content distribution company TriVayu Media Works has announced ambitious targets to expand its client base by 100 per cent by specifically focusing on newly built start-ups. TMW is a one-of-a-kind hyper-local content distribution company with a presence over 200 districts, 1,000 villages, and 20+ states across the country. In addition to English, TMW offers content services in 12+ languages to help brands reach a wider audience.

TMW has facilitated over 100 projects to date and currently has 50+ clients, with 80 per cent of start-up clients connected to TMW’s network. The company garners a major 60 per cent of its business from internet/social companies, 20 per cent from agriscience, 10 per cent from OTT, and 10 per cent from the news/media sector. In order to build its business traction, TMW aims to target the OTT start-ups understanding the growing demand and changing dynamics in the field of hyperlocal content.

TMW co-founder Ratnendra K Pandey, “The OTT (over-the-top) industry is rapidly expanding and is one of the most competitive in emerging markets. Also, the OTT sector is witnessing a boost in investments in Indian original local content, which will undoubtedly lead to an increase in the number of hours of original content available to users. This has created enormous potential for content distribution networks, and we are attempting to capitalise on the market trends. We seek to expand our client base by focusing primarily on OTT start-ups and intend to make a substantial mark.”

TMW team also trains and employs youth and the process until a candidate starts earning money is completely free. Candidates are onboarded based on their performance and work from TMW’s micro-offices that TMW claims no other company currently offers. The unique model helps TMW reduce 30 per cent of the project cost of its clients by closely working with trained resources from Tier 3 and Tier 4 cities. TMW’s majority of the workforce in these cities has resulted in quick TAT, cost efficiency of projects, and multilingual operations without compromising on quality.

The top four most popular services at Trivayu include bulk content distribution; data learning resources (moderation & tagging), and customer success; projects (such as voice calling and email support); creative designs; and production of hyperlocal news content. Since its inception, TMW has served over 110 clients and reached over 1 billion users through its various social media platforms.

June 30, 2022
Clean OTT to launch world’s first female-focused global streaming platform

Mumbai: Entertainment entrepreneur Karnesh Ssharma on Tuesday announced the launch of Clean OTT, the world’s only female oriented original-content streaming platform scheduled for the first quarter of 2023.

India based Karnesh, who recently announced a $54 million content deal with Amazon Prime and Netflix for his production company Clean Slate Filmz, will set new benchmark in the Indian entertainment industry by providing a roster of cut-through content placing female actors, directors and producers at its heart and givingIndia, the world’s largest film export, a central role to play in challenging global gender stereotypes, said the statement.

Clean OTT will be driven by an annual subscription SVOD model and will initially launch in India before expanding to markets such as the UK, USA, Canada, and the UAE – all of which celebrate a significant diaspora community. The content, though frequently localised in its production, is strategically chosen to have a resonance with worldwide audiences,demonstrating the popularity of local stories internationally and how such narratives are transient in nature, it added.

“i have always believed in the power of storytelling to move hearts and minds and I am conscious of the responsibility that entertainment platforms have in producing and promoting stories that do not endorse bias,” said Karnesh Ssharma. “For centuries patriarchy has governed storytelling, and as a man, I have always felt men play an equal part in shifting the narrative, conversation, and power shifts. When the voices of women are heard it teaches us new perspectives which, as an audience and filmmaker, are just as compelling and interesting.”

Speaking about the importance of market segmentation for its content strategy, Karnesh added, “We believe there is a unique opportunity to expand content. For example, women make up 50% of viewership in India yet most of the content is male focused or represents women in a secondary fashion. We are confident the Clean OTT narratives will appeal to everyone as we provide a platform free of prejudice. This will give women a voice that can be enjoyed by any demographic around the world and for those who are part of our productions, a path for career progression.”

The Clean OTT content will comprise international and regional projects across films, web series, and docu-series. The company will include originally curated and produced works by Clean and pre-selected projects that meet the Clean OTT messaging framework by other producers from India, Bangladesh, Sri Lanka, and Nepal. The library will showcase the credentials of an experienced team of directors, scriptwriters, actors, and producers associated with Clean Slate Filmz, as well as giving rise to emerging talent, the statement said.

Clean OTT will be available across web platforms, mobile apps, subscription platforms and other content aggregators around the world.

March 1, 2022
Original Content is Going to Be the Winning Factor for OTTs like ZEE5!

The Indian OTT space is experiencing an exciting phase with the influx of new content. And leading the race is India’s home-grown platform, ZEE5. With a path-breaking bouquet of offerings spanning multiple genres, ZEE5 is set to wow audiences with an exciting line-up of original movies and web series. Ramping up its diversified content portfolio, the streaming giant has promised the audience a vast catalogue that will appeal to audiences of all backgrounds. Let’s explore how this strategy can be a winning factor for the OTT player.

An Exclusive Portfolio of Multilingual Content

Smartphone penetration coupled with easy accessibility has enabled audiences from Tier 2 and 3 cities to get uninterrupted entertainment at their fingertips. Audiences are open to a wide range of content, pushing the envelope of creativity for content creators. From Hindi films to Tamil blockbusters, ZEE5 has an exclusive selection of movies that viewers can access from anywhere in the nation. With original content at the forefront, the streaming platform has a burgeoning selection of flicks that adds a silver lining to its popularity.

Manish Kalra, ZEE5’s Chief Business Officer, commented that “2022 will see fresh content from ZEE5 on the movies front as we have commissioned new inventory. The streaming platform will see 2X growth in original content with a special focus on regional content.”

Along with Hindi films, the entertainment platform has movies and web series in over 12 languages. The multiple offerings connect people from varied demographics, regions, and cultural differences under one roof. The streaming giant is investing in building an exclusive library of original content in languages, including Tamil, Telugu, Bengali, Kannada, Malayalam, Marathi, Hindi, Punjabi, and more. ZEE5 started the year with a bang by launching exclusive movies that include 36 Farmhouse, Mudhal Nee Mudivum Nee, Ellam Sheriyakum, and more. These movies received wide critical acclaim conquering the hearts of millions.

Entertaining Audiences with Original and Engaging Storylines

Taking inspiration from India’s diverse culture, ZEE5 has a selection of movies that provide the audiences with different narratives, offering a fresh perspective. Many of the stories on the platform have original content inspired by the lives of ordinary people. From breaking stereotypes in 14 Phere and Rashmi Rocket to fighting injustice in 200 Hallo Ho, ZEE5 has a good line-up that features unique themes. Besides a solid screenplay with a stellar cast, these movies also tackle varied social themes plaguing our society today. Along with fiction programming, the platform also has non-fiction content for viewers, including chat shows, news stories, and more. ZEE5 has irrevocably changed streaming for Indian viewers for the better, bringing unique plots to viewers globally.

Experimentation is the Driving Force Behind ZEE5 Originals

While ZEE5 is increasingly focusing on regional content to retain viewers, the main driving force behind the success of ZEE5 Originals is experimentation. Hindi films like Bob Biswas, Kaagaz, 420 IPC, and more have received wide critical acclaim from reviewers and audiences alike. The streaming giant has also collaborated with various creators and filmmakers like Applause Entertainment, Red Chillies Entertainment, TVF, and more to churn out original content and explore new territories.

The streaming giant has created a creative outlet that audiences feel drawn to. With the vision of ‘Entertainment Inclusivity’, ZEE5 collaborates with creators to bring local stories that connect with audiences emotionally and give them a global stage by making them available across 190+ countries.

Upping its Entertainment Game with Every Release

The regional film industry has created ripples in the Indian entertainment industry. This means that Indian cinema is no longer a place for formulaic storylines. By bringing diversity and authenticity to the cinematic landscape, ZEE5 has created a larger ecosystem of digital content creation. With new releases every month, the streaming platform provides quality entertainment to viewers with niche films bound to leave an impact. The OTT player has more than 40+ Originals lined up for release in FY22, promising viewers a new world for entertainment at the flick of a button.

February 15, 2022
Zee Ganga begins its new journey with superstar Nirahua in Varanasi

Mumbai: Zee Ganga, a premium GEC channel by Zee Entertainment Enterprises Ltd (Zeel) – which is redefining Bhojpuri content, has announced its journey with a fresh array of never before seen original content for the audience. On Thursday, the channel initiated the launch in Varanasi with one of the biggest Bhojpuri superstars Dinesh Lal Yadav aka Nirahua.

With this launch, Zee Ganga will be the only Bhojpuri GEC in the category that will showcase original fiction and non-fiction shows to the audience of the region.

To establish its top-notch quality, the channel further enhanced the originality and premium quotient of its event by inviting Bhojpuri superstar Pradeep ‘Chintu’ Pandey as the host of this on-ground event that was also graced by the leading protagonists of its fiction shows and channel dignitaries including Zeel cluster head – East Samrat Ghosh, and senior VP – Bhojpuri cluster Amarpreet Singh Saini.

The highly-anticipated launch event kick-started with the Ganga Maha-Arti that set the tone for the proceedings and was followed by a lamp-lighting ceremony by Nirahua, Chintu Pandey, Samrat Ghosh and Amarpreet Singh Saini. That wasn’t all as the highlight of the event witnessed a spectacular performance by superstar Nirahua on the Zee Ganga brand song.

Staying true to their motto ‘Har Pal Aviral’ which is to keep moving forward through challenges and continuously reinvent themselves, the all revamped Zee Ganga is going vocal for local. Aimed at becoming the ultimate family entertainer, the channel is deeply rooted in original Bhojpuri content.

Celebrating the Bhojpuriya spirit with full gusto, the fresh slate of content comprises over 14 hours of originals that include 10 hours of four fictional shows and four hours of one non-fiction show, over 500 titles featuring blockbuster and latest Bhojpuri films, and an impressive lineup of some of the biggest events in the category.

Zeel’s Samrat Ghosh spoke about how they are focused on tapping the growing demand for local content. He said, “There has been a growing demand for vernacular language content for its cultural relevance & its ability to engage with the audiences in their own mother tongue which further helps to build more connect & trust. So, the new mantra has clearly emerged out to be ‘local by local for the local’. So our idea to entertain and engage with our audiences has stem from our deep understanding of our consumers and our passion for telling relatable stories in the Bhojpuri language – ‘Aapan Kissa, Aapan Boli’. These stories are deeply rooted in Bhojpuri culture & ethos and will reflect the unstoppable Bhojpuriya spirit. We are excited to partner Nirahua as our brand ambassador whose ‘Aviral’ personality completely compliments our brand philosophy ‘Har Pal Aviral.’ We are quite excited & happy to see the overwhelming response we have received in Varanasi which will motivate us further to continue with our Aviral journey of telling more relatable stories to our audiences.”

Zee Ganga’s all-new fiction content slate boasts a variety of shows in different genres. There is musical family drama “Shyamtulsi” (7 p.m), the romantic drama, “Mitwa” (7.30 p.m), “Kanya Pradhan,” a socio-cultural family drama (8 p.m), and “Bandhan Tute Na,” a family drama with a supernatural twist (8.30 p.m). The channel also has an exciting reality show to offer titled “Memsaab No 1” (9 p.m). All these shows will be aired Monday to Friday on the channel.

Talking about Zee Ganga and the successful launch event at Varanasi, actor Nirahua said, “There is more to Bhojpuri culture than many are probably aware of, so when Zee Ganga decided to highlight the same, I was more than happy and grateful to join the initiative that focuses on quality content The most important thing for me was the alignment of the brand philosophy with my life’s story- Har Pal Aviral. Unstoppable in spirit no matter what challenges come our way, this is what defines us Bhojpuriyas. The launch today in Varanasi has been a memorable one. I feel a long-term association with the idea and the team who have been working relentlessly to make this a success. The concepts and stories are fresh, new and interesting. I am sure the audience would enjoy watching them.”

On getting Nirahua on board and the idea behind the channel, Amarpreet Singh Saini shared, “We at Zee have always believed in highlighting local flavour and originality. We are thankful to the city of Varanasi for the warm welcome and support they extended. We couldn’t have found any other place ideal to announce the channel launch than the city that truly epitomises the river Ganga and its life-breathing philosophy that inspires every Bhojpuriya and every Indian. If you think of Bihar, Jharkhand and Poorvanchal, people there are strong-willed, have learned and trained themselves to survive amid difficulties, scarcity of resources and limited opportunities and embody the spirit of remaining Aviral, unstoppable just like Ganga. Here, family values are strong and are given importance to. So, to stay authentic, we wanted someone from the region to be a part of this new Zee Ganga journey. And, Nirahua was our first choice. Apart from his acting prowess, his knowledge and how he conducts himself is praiseworthy and inspirational to all in the region. With this partnership and culturally embedded journeys of our fiction shows we are more than confident to find a deep and long-lasting bond with our viewers.”

September 23, 2021
Artist Aloud Forays Into Original Content beyond Music

MUMBAI: Artist Aloud, a platform by Hungama that supports and promotes independent music, today announced its foray into original content beyond music. With this, Artist Aloud will now support non-music independent artists as well and help with creating and promoting their content. As a part of the expansion, Artist Aloud will launch its first show – The Ajay Gehi Show. Starring the talented and popular actor, Ajay Gehi, the series will be an anecdotal comedy and feature monologues delivered by him. The show will be available on the Artist Aloud app, Hungama Play and Artist Aloud’s social platforms starting 15th June 2018, with a new episode releasing every Friday.

The first season of the show will consist of 14 episodes with each not exceeding 10 minutes of runtime. Produced by Artist Aloud and written, directed& performed by Ajay Gehi, the acts will be based on relatable situations that Ajay has observed in his day-to-day life. From people’s behavior at airports and the peculiar traits of the selfie generation to the tough process of making decisions and the scenes witnessed at weddings, Ajay Gehi will deliver his jocular take on commonplace scenarios.

Commenting on the foray into non-music content, Hungama Digital Media Entertainment Pvt. Ltd., Vice President, Artist Aloud, Soumini Sridhara Paul said, “Since our launch almost a decade ago, we have endeavored to build a platform that enables independent musicians to get the recognition they deserve. Through the years, Artist Aloud has become synonymous with independent music. With the recent development, we are glad to make Artist Aloud a holistic platform for independent artists across the talent spectrum. Our aim is to provide a stage to gifted artists and help them showcase their talent, whether it is singing, comedy, poetry or anything else. Our new offerings will also enrich the user experience by giving them a wide array of content to explore and consume.”

Commenting on the launch of his show, Ajay Gehi said, “The Ajay Gehi Show is a humorous take on situations that generally go unnoticed in our fast-paced lives. These moments would otherwise provide the much-needed cheer and relief that we need every day. Through the show, I intend to give the audience a break from the monotony of life and give them a reason to laugh while making them think. I am glad that Artist Aloud gave me an opportunity to explore the anecdotal comedy genre. Their unmatched expertise and reach in the digital domain will help in ensuring that the show gets a wide release.”

Artist Aloud will release a new episode of The Ajay Gehi Show every Friday, starting 15th June 2018. Viewers can tune in on the Artist Aloud App, Hungama Play, Artist Aloud’s YouTube channel and Facebook page to watch the show.

May 16, 2018
ALTBalaji’s Sethi reaffirms faith in originals

MUMBAI: Among the plethora of over-the-top (OTT) players that sprung up in the Indian market, we have Balaji Telefilms’ ALTBalaji, which is striving to understand content through the eyes of its customers. The platform takes customer feedback seriously to predict which content will work.

After gaining positive audience reactions for Bose: Dead/Alive, Kehne Ko Humsafar Hain and Haq Se, the platform may return with Haq Se season 2 as ALTBalaji CMO Manav Sethi confirmed in an interaction with Indiantelevision.com.

With smartphones personalising everything, content is not left out of this change. Leveraging the shift in viewing patterns, OTT platforms are not only coming up with originals but also content of different genres to cater to every segment of the audience. According to a Deloitte report, Indian players have set aside about Rs 3300 crore for original content production.

Despite the emphasis on original content by national as well as international players, a recently published report said that only 20 per cent of users in the US watched originals on Netflix. The other 80 per cent predominantly saw shows such as Breaking Bad, The Office, and Grey’s Anatomy. In that context, when asked if OTT platforms’ dependence on originals was overstated, Sethi reiterated the importance of originals for ALTBalaji.

While ALTBalaji’s big hits-Bose:Dead / Alive, Kehne Ko Humsafar Hain, Haq Se, The Test Case, Ragini MMS Returns-were acclaimed by viewers, a variety of audiences tuned in. Some of the shows were adored by metro cities while some enjoyed popularity in small towns. According to estimates, OTT users are likely to exceed 355 million by 2020, faster if internet services improve.

“There are certain stories that the small towns have evolved to appreciate. Kehne Ko Humsafar Hain, Karrle Tu Bhi Mohabbat, those shows did very well in small towns. There were actors from TV and household stories, which audiences could relate to,” Sethi said.

Right now, the platform is bursting at the seams with 50 shows from various genres such as comedy and drama, each at different stages of execution. Many hit shows are being brought back for the second season among which Kehne Ko Humsafar Hain and Dev DD have already been announced.

Indians can’t seem to get enough of drama with it being the favourite choice on ALTBalaji, too. A new genre combining horror and sex, which Sethi refers to as horrex, is the largest growing genre consumed by ALTBalaji consumers.

The company is very frugal when it comes to marketing spends. “Our marketing strategy has been very out in the open. We spend most of the money on digital. We don’t believe in spending irrationally and in an exaggerating manner. We are focusing on acquiring the viewers and the subscribers,” Sethi said.

“We keep focusing on content and analytics. We’re taking cognisance of all the signals our consumers give such as whether they like our shows, don’t like them, where the major dropouts are happening or which episode saw largest number of dropouts,” he added.

Ever since launch, ALTBalaji has focussed on originals while competitors have dived into areas like sports and catch-up. International competitor Netflix has earmarked $6 billion for original and licenced content with a significant chunk for India. Amazon is spending $300 million in India for acquiring Bollywood movies and originals.

While the international players are entering the market with a high amount of investment, the company wants to remain very cautious about its expenditure and level-headed about its content.

Also Read :

It’s raining awards for ALTBalaji this 2018!

ALTBalaji is essentially everything that Balaji on TV is not: Sameer Nair

April 18, 2018
OTT players aim to carve a niche with originals

MUMBAI: Catch-up content, popular TV shows and a library full of good movies can make an over-the-top (OTT) platform an attractive proposition to viewers but it is a good original show that can turn the viewer into a subscriber. With more than 30 frontline OTT players, platforms are frantically working to create originals to boost subscription or advertising revenue.

Good content will ensure you stand out anywhere with a seasoning of marketing and advertising. Hence, platforms, such as Sony Liv, Eros Now, Hooq and Hotstar, which started out with syndicated content, are looking to invest increasingly in original content. Zee5 and AltBalaji, however, launched with original offerings right from the start.

Initially, they acquired rights for movies and TV shows and knew it was time to come up their own stuff when audiences stuck to TV. A recent Hotstar report claimed that there was a five-fold growth in online video consumption with 96 per cent of it coming from content longer than 20 minutes. According to market research firm Counterpoint, the OTT market is expected to grow 35 per cent year-on-year, currently holding 100 million subscribers.

Even international players in the Indian market are planning specific originals for audiences of the country. Netflix India recently premiered Love Per Square Foot, a full-length Hindi romance. The OTT giant will premier Sacred Games on 6 July, an episodic show starring Saif Ali Khan and Nawazuddin Siddiqui, which will be available for the global audience too. To make the local connection strong, Netflix has chosen Anurag Kashyap and Vikramaditya Motwane as directors and their production house Phantom Films.

Netflix is aware that India is a big market and second only to Mexico when it comes to binge watching in public. For 2018 itself, it has kept aside a chest of $8 billion for original content. For India, it is looking at increasing partnerships with local content creators. It has just announced another original Indian film. Titled Lust Stories, it will be directed by four prominent names – Zoya Akhtar, Karan Johar, Anurag Kashyap and Dibakar Banerjee.

In an earlier interview with Indiantelevision.com, Netflix VP communications-Asia Jessica Lee said, “We are committed to working with producers, creators, talent and crew in India to create more great content. We are constantly innovating to enhance our member experience to be able to better serve members and provide more control over their watching experience.”

Amazon Prime Video, the big competitor of Netflix has also started huge investment in original Indian shows going beyond its rich collection of Bollywood movies. After the success of Inside Edge and Breathe, the platform will gift viewers many originals including Made in Heaven and Mirzapur. Not surprisingly, each episode costs Rs 1-2 crore to create and it is hoping the return will happen soon.

According to FICCI’s latest media report, 70 per cent of content consumed was less than a year old while those beyond this range made up just 15 per cent. It is no wonder that creators must always be giving people something new to snack on.

Eros Digital CEO Rishika Lulla Singh mentioned earlier that the platform will come up with six to eight originals in FY 2018-19. Show launches will happen in the second half of the year. While renowned directorial talents will extend their creative support for Eros Now Originals, the shows will be across diverse genres.

Zee5 has also announced the launch of 20 new originals across different languages and diverse genres. Zee5 digital head Archana Anand believes original content is a powerful tool to draw viewers. The OTT space even allows for more experimentation than TV broadcast. The main aim is to ensure the viewers can’t get enough of your content and will not hesitate to spend some bucks.

Among other platforms, Hooq, which is famous for its Hollywood movie collection, will launch its first ever original series soon, selecting the best from five original selected screenplays premiered as pilot episodes. Among the five competing pilots is also an Indian series: Bhak (India), Haunt Me (Singapore), How To Be A Good Girl (Singapore), Aliansi (Indonesia) and Heaven and Hell (Indonesia). The new trend is also expanding scope for production houses, aspiring actors and new directors in the industry.

OTT is also waking up to the giant within the country – regional content. They’ve realised that English and Hindi won’t cut out for people. With the existent content online, the FICCI report states that just 7 per cent viewership comes from English content, 63 per cent from Hindi and 30 per cent from other languages. It is the last set that players are keen to tap and grow.

Instead of mass marketing, OTT platforms are targeting individuals by providing them with options of their taste and preference.

With eyes shifting from TVs to your palm-held devices, even broadcasters (such as Zee) aren’t far behind in wooing audiences. The best is yet to come.

Also Read :

Zee5 launches 20 originals to drive up subscription

OTT experts discuss future of India’s hybrid market

March 30, 2018
Does heavy rain spoil Manya’s ‘Shukriya’?

MUMBAI: Zindagi’s first original reality show, ‘Shukriya’, is becoming the most talked about unique show on television since its launch two weeks ago. Living up to its commitment of continuously satiating the entertainment needs of its viewers with meaningful content, Zindagi launched ‘Shukriya’, produced by Frames Productions and anchored by Gunjan Utreja. But, shooting for this show is far from easy as it involves giving a surprise without letting the person receiving it being aware of it. And an open-air surprise in the monsoons is even more difficult to pull off smoothly.

Shukriya is a simple, perhaps even a little underrated…It’s a word that has the power to evoke a million positive emotions and can bind people in a happy way and the aim is make ‘Shukriya’ a way of life. This concept is also in sync with Zindagi’s brand promise of ‘Jodey Dilon Ko’. This show gives real people a platform to exhibit their real emotions and in turn, gives those they want to thank, a memory that will last them a lifetime.

The upcoming episode of ‘Shukriya’ on Sunday, 23 August will showcase Manya surprising her grandparents with something grand for devoting their life to her and raising her with so much love, care and grace. And just as all seemed to be in place for the surprise, a heavy downpour of rain came pouring down creating havoc and leaving the entire unit stranded and waiting for a few hours.

Gunjan and Manya were left heartbroken when their plans went haywire of bringing together a perfect surprise for her grandparents. Just as Manya’s reasons to thank her grandparents are endearing, the intense rain does become a dampener to her plans.

Will Gunjan and Manya sit back and allow the rain to spoil their plans or will they work around it and go ahead with their perfect surprise?

August 21, 2015