LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 23:7 July 2023
ISSN 1930-2940

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         Pammi Pavan Kumar, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.

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Understanding of Regional OTT Platform: BS Value, Nakkalites

Dr. S. Nandakumar and Mr. S. Balamurali Krishna, Ph.D. Research Scholar

Abstract

Over-the-top (OTT) platform is basically working with the use of internet services with all communication electronic gadgets such as smart phones, tablets, smart TV, and desktop. The Digital online streaming Platform OTT (Over-the-top) providing television and film content in different languages over the internet extensively which is available across the globe today at the request.

OTT platform such as Netflix, Amazon prime video, Disney plus, and HBO are famous in foreign countries nearly two decade ago, but in India it got popularise during the COVID-19 pandemic. The total lockdown of cinema theatres/halls during the covid pandemic paved way to develop the indigenous OTT platforms such as Sun nxt, hoichoi, aha, koode, stage, cityshor, chaupal, planet marathi, olly plus Manorama max, VOOT, SonyLIV, and Disney+ Hotstar, etc., which are acquiring films and video contents in different Indian languages including four southern languages in order to attract customers from tier-two and tier-three areas. Due to the non-accessibility of theatres and lack of entertainment, people totally turn towards the video contents of OTT platforms during COVID period. Theatrical pictures attracted crowds in almost all cities, towns and villages became binge users of OTT.

Basically the different vernacular language OTT content is to suit the requirements of the individual consumer. According to the Federation of Indian Chamber of Commerce and Industry (FICCI) recent analysis, in 2020 the regional languages OTT (over-the-top) video content is 27% will be expected to double in 2024. All OTT platforms have realised that in order to remain relevant across India, they must both purchase and generate unique content for regional audiences. Now most platforms have been looking to grow their audience by purchasing and developing content in several regional languages.

As a result, OTT platforms now are expanded to small YouTube producers or content creators to form their video content libraries in order to grow their subscriber base. Nakkalites is one of the leading Indian Tamil YouTube media channel that operates in the space along with Black Sheep (BS Value) and formed first independent OTT Platform by end of 2020 exclusively for Tamil language, which provides Tamil classic films, web series and has about one million subscribers.

The preferences of OTT contents are determined by the preferences of an individual in which the OTT platforms are unique. Binge-watching is a relatively a new behaviour pattern in recent time. The study focuses on the understanding of content strategy and challenges of the content creators. The qualitative study is used to collect data through an in-depth interview method.

Keywords: Regional platforms, OTT video application, content strategy, global

Introduction

India's pattern of digital consumption has undergone a significant shift over time. Pandemic altered consumer behaviour patterns more quickly than any other media businesses could have anticipated. The new way of watching videos was starting to gain popularity among audience. The apex of the in-home entertainment market occurred during the lockdown. Global firms like Netflix and Amazon Prime are attempting to get into the huge emerging market. Several Bollywood and regional films that were slated for theatrical premieres were instead released on OTT channels. More new shows have been produced throughout this time to appeal to more viewers. (Bhattacharya, 2020).

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Dr. S. Nandakumar
Professor and Head, Department of Journalism and Mass Communication
Periyar University, Salem. Tamil Nadu, India
nandakumar.su@gmail.com
+91-9444086807, +91-7598286807

Mr. S. Balamurali Krishna
Ph.D. Research Scholar (Corresponding Author)
Department of Journalism and Mass Communication
Periyar University, Salem. Tamil Nadu, India
balamuralisam444@gmail.com
+91 9345846112
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