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Digital, Short Form Content Garnering Interest Among Indian Audience

The continuous surge in the several OTT platforms- international and domestic has paved the way for exciting content which led to the growth of digital audience which stands at 620+ million.

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Digital and short movies have expanded their reach over the years and now is at of the most sought after places, as the rising streaming platforms have accompanied a new, developing internet-based audience and their craving for different sorts of content. The current year is also doing wonders as far as the development and extension of OTT content and short movies in India are concerned. 

Plus, looking at the current scenario, the future of this industry looks bright. There will be new spaces were short movies can be seen and embraced by content-inquisitive Indian crowds.

"With the evolving consumer preferences for content that is slick, short yet hugely entertaining, we do see more demand for that kind of viewing experience. However, wider recognition could also lead to challenges such as oversupply and discovery of content. It will be interesting to note how content creators and OTT platforms constantly create something innovative and exciting that will help them carve out a niche and hold on to their piece of the larger pie," said Senior VP, Content, OML, Rachita Arya, while talking about digital and short format content is getting wide recognition. 

The continuous surge in the several OTT platforms- international and domestic has paved the way for exciting content which led to the growth of digital audience which stands at 620+ million.

"Yes, I think it is the most cost-friendly and cost-effective way of reaching out to people. What also happens with short-form content and film is that if the film does well, the doors are open for production as well as investors and you also get worldwide recognition," said Founder of Planet Marathi, Akshay Bardapurkar. 

Presently, there is a large shift in many TV actors as they are making it big on OTT platforms. The show, like The Empire on Hotstar, chose a television actress in the lead role and several other TV actors are also doing exciting projects. All these things indicate the constant change in the industry. 

"It is a natural progression. As actors, all they need is a platform that enables them to express their art. If all the action is happening on OTT platforms, that is where every actor will want to be. There is a place for everyone on these multiple OTT channels and the pandemic has played its role in accelerating the shift. Also, each actor/performer has a mass following on social media, which is what drives the success of OTT platforms. Television actors are now also increasingly holding their own in the industry which makes it easier for OTT platforms to acquire the fans of these actors as their viewers," said Arya. 

Apart from actors taking chances on OTT platforms, there is also a shift in content consumption among the audience that is making network executives think again and analyse their existing models.

"Generally, television has been regressive, whether we like it or not, however, OTT platforms are more progressive as well as trial oriented. They want to try an experiment, which is not possible because of several reasons including censorship. Although television has its own censorship, I think it is now the time for television and they have understood the fact that now they can not do the same thing that has been done over the years. I think television is now focusing on doing more progressive content," said Bardapurkar. 

Arya also talked about how television programs are increasingly being watched as ‘catch-up TV’ on the channel's OTT counterpart. "With data becoming cheaper, mass penetration of smartphones, telecom and OTT membership bundles, a lot of homes with single television boxes now have the option to binge their favourite television shows on OTT platforms," Arya said.

Bardapurkar said that all actors or talents from Television and Bollywood are doing very well on OTT platforms. I think the advent of OTT and what is happening on different digital platforms is giving equal chances to everyone. 

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