OTT Platforms Effect On Film Industry

OTT Platforms Effect On Film Industry

When televisions first came out, it changed the landscape for media. Pretty soon, television became the most common form of dispensing media.

10 months ago | By mohammed imran

When televisions first came out, it changed the landscape for media. Pretty soon, television became the most common form of dispensing media. In the years that followed, be it movies, music, news, or commercials, Television changed the world forever. Not only did television alter how people consumed media but also gave birth to visual marketing.

Soon enough, the market saw a new player emerge in the market. With the introduction of Netflix in the market, the scene was completely changed for Over-The-Top (OTT) media, or popularly known as Internet Streaming, the landscape changed completely. Soon enough, a lot of new players joined in like Amazon Prime, Hulu, Voot and more recently, Apple TV (yet to be launched). Getting really popular in India in recent years, online streaming apps and websites are taking over the television industry by storm. More and more people prefer these services over television because it has better content, exclusive shows, and movies and faster premiers.

OTT content is having a direct impact on the movie business. There are pros and cons to the advancement of OTT content. Even Tollywood is facing some issues with these platforms. In the early years of the OTT, digital rights for movies were taken lightly and not seen as serious revenue generators but over a period, especially with international players like Amazon Prime and Netflix pumping in huge sums of money the game changed completely. Now, it has become easy to promote their film and also sell digital rights to a particular streaming site. With this, the producer may recover to an extent from their losses if the film didn't do well at the box-office. But on the other side of the coin, a super hit and blockbuster film streams live on the sites before it stops its theatrical run, which is very pathetic.

Without proper content and quality, it's difficult for the filmmakers to bring the audience to the theatres and impress them. With the increase in digitalization and the availability of the 4G network, the perception of the audience changed. They are now waiting for a month to watch a movie on streaming sites rather than going for cinemas. Initially, the Bollywood industry faced this problem because it didn't inject into the regional areas at that time. Alternatively, Bollywood brought the web series and the originals of various platforms. This content clicked out, and viewers started liking them.

In Hindi, Lust Stories, Sacred Games, Mirzapur, and The Family Man are stood as the game changers in web series. The heat of the web series slowly touched the Telugu industry as well, and now the new-age filmmakers are showing interest to go in that path. With the success of the Baahubali, the world has come to know the market of Telugu films and started investing in regional content. Netflix already in talks to do web content in Telugu. The Telugu version of Lust Stories is in post-production and Amazon is also getting ready to bring originals in Telugu.

The competition from OTT players to the cinema industry is at such levels that the makers are publicizing their movies that it's going to available on any platforms. But the audience is going to encourage the rich content movies, and make them run on the silver screens no matter what. The Recent success of Sarileru Neekevvaru and Ala Vaikunthapurammuloo are the best examples.

Written By: Narender Reddy

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