Aayushi Naik
Mainstream daily soaps and carefully edited films to suit the limitations set by the censor board of India, ruled the country’s entertainment industry. For decades, Indians consumed content from the West while promptly noticing the disparity between the two industries – ours and theirs. Cuss words, nudity, alcohol and drugs, same sex relations, extreme political views and touchy social issues were part of the West’s main plot since long, whereas these very elements pose to be atrocious on the Indian entertainment front even today. It was vital that stakeholders of the entertainment industry crossed the barriers and delivered content that would comply with the audience’s expectations.
Over-the-top (OTT) platforms broke new ground for a segment of people that previously depended on cinema halls, piracy, TV premieres and low quality online movies. India received its first OTT platform in the form of BigFlix in 2008, but it is only recently that the concept of OTT is well-received and absorbed by people at large. Contrary to common belief, this platform managed to attract various age groups, not just young blood.
During the pandemic when most sectors collapsed significantly, OTT platforms managed to progress. Various trusted sources went on to report how the OTT industry was basking in glory. The pandemic brought in unemployment, shut down institutions and restricted public activities. It put us under some sort of a house arrest. Under such circumstances we resorted to the most easily available modes of salvation to cope with these testing times. TV, PC, tab as well as phone users indulged in the seamless streaming experience.
A handful of factors boosted the usage of the platforms. The OTT platform fit perfectly into the Indian regime owing to the fact that the conventional mode of TV experience had its shortcomings. The consumers took a leap from adhering to television timings to having the independence to view shows as and when convenient. Advancements in broadband further fuelled the inclination of viewers to give themselves this streaming experience. Wherein middle class Indians are stereotyped to be cautious with how they shell out every single penny, innovative and affordable pricing models made them a lot less sceptical about the membership offers.
While the celluloid promises a rather magical movie-watching experience, cinema halls would come across as some sort of a luxury to many. It will be wrong to state that OTT platforms can totally replace the movie hall culture, although it could alter the same a bit. With catchphrases like ‘Netflix and Chill’ becoming popular, individuals find it comforting to stream their favourite movies from the comfort of their homes. The pandemic made us choose this life out of sheer compulsion but it became a trend. It takes effort to go back to normalcy, especially after being accustomed to a certain way of doing things for a while.
Several controversies and hot topics stirred the nation’s interest and there has been a surge in strong opinions and notions. The Indian audience has been vocal about the kind of actors and talent they wish to see more often. OTT platforms have been instrumental in fostering diverse groups of actors. Fresh faces are being endorsed with almost every new release, and they are also able to create an impact. The pool also sees actors who don’t necessarily fit into the conventional film industry beauty standards’ narrative, but have captivated the viewers with their acting prowess.
The OTT platforms harboured content which was tremendously different from the traditional shows. These platforms were autonomously operated unlike the rest of the industry which abides by the censorship laws falling under The Ministry of Information and Broadcasting. The platform proved to be a breath of fresh air to the Indian viewer base as content delivered was in the most organic form. Be it script, dialogues or scenes – everything that is unacceptable, considering societal and censorship norms, was shown organically. This could also be one of the many reasons for the popularity and wide acceptance of OTTs.
The impact created by OTTs is in fact over-the-top! Given the major factors which fire up the decision of Indians to adopt the OTT culture, it is safe to say that we aren’t letting it go anytime soon. It opened the doors for a plethora of shades of entertainment, and we were and are ready to dive into every bit of it. As long as the demand is intact, the supply will continue to be efficient. As we sit here and think about the future of OTTs in India, we should ask ourselves a question – Are we as viewers going to treat it any differently post COVID? – and guess the possible answer.
