Sunday, June 21, 2020

OTT మార్కెట్ సినీ పరిశ్రమ తీరు మార్చేసిందా ?



ఈ టెక్నాలజీ ప్రజలకు సినిమా చూసే వీలు విస్తృతం గా ఫ్రీ గా చాల సౌకర్యం గా చేసింది ,
 ప్రపంచం లో ఎక్కడి నుండి అయినా సినిమాలు దీని ద్వారా చూడొచ్చు 

 OTT చందాదారుల గణాంకాలు ప్రస్తుతం  ప్రతి భారతీయ చందాదారుడు గడిపిన సగటు సమయం ఇటీవలి కాలంలో సుమారు 20 to  50 నిమిషాల నుండి కనీసం ఒక గంట వరకు పెరిగింది. ఎంచుకోవడానికి 40 కి పైగా OTT ప్లాట్‌ఫారమ్‌లతో, భారతీయ వినియోగదారులు తమకు ఇష్టమైన టీవీ షోను చూడవచ్చు లేదా ఇంటర్నెట్ కనెక్షన్ ఉన్నంతవరకు వారి మొబైల్ ఫోన్లలో తాజా సినిమాను చూడవచ్చు.

OTT means Over The Top.

OTT: The need of the hour and a silver lining

With the extended lockdowns and the current state of the economy, OTT seems to be the next normal for the world of entertainment. For weeks now, films have been bearing the brunt of cinema complex/hall closures. Coupled with the numerous ongoing and new projects on hold, the film industry might be looking at losses around INR 30 billion. As the lights are going out on live events, shoots and movie premiers, the only silver lining amidst all this is the rise of the popularity of OTT. The halting of productions may have dried up the content line, but streaming hasn’t stopped via the OTT platforms across the country. At the same time, ad-spends have gone down significantly due to a knock-on effect of the recessionary impact on financial services, e-commerce and automotive industries.

Merger of OTT platforms & film industry

Initially, there might be discomfort among the big players of the film industry regarding the new normalcy, but research shows that, even in a post-COVID19 world, OTT services will continue to dominate. Therefore, the need of the hour is for the key investors to think about the integration of technologies.

OTT can help content reach millions of potential consumers at the fraction of the cost of a formal release and traditional ad promotions. The launch of a new movie on DTH and OTT simultaneously can garner over billions of viewers across the globe. The production house could potentially make millions within the first weekend of release by monetizing their online ads. While cinemas can still see multi-million dollar releases, they can minimize the monetary risk by taking out a minimum guarantee deal for covering their production cost.

Release via OTT channels can eliminate the threat of piracy production houses currently face in India. In fact, the mass availability of content can eliminate the necessity of piracy altogether.

The new OTT trends entail for consumers and producers

Right now, the emerging trend of OTT streaming of content puts forth the following trends –

The demand for high-quality content is increasing every day as the common person is able to access OTT platforms from their home.

The OTTs will find newer ways to make advertising profitable as movie watching becomes more common and cheaper for everyone with a subscription.

Already, several production houses have a collection of their content available for platforms like YouTube, but soon they will reach out to other rising OTT platforms of preference in India including Hotstar, Sony LIV, Hoichoi, Eros Now and Sun NXT.

Theatres will soon become an exclusive or luxury experience as audiences can watch the hot new releases as well as the classics on a combination of OTT and DTH from the comfort of their own homes at the fraction of the price.

More movies will hit the popular OTT platforms like Prime Video, Netflix, Disney+ and Eros Now after their initial release in their theatres.

Many movies and TV shows will rake more profit on the digital platforms following the footsteps of Trolls World Tour and some might release exclusively for OTT platforms like Manhunt, Ghost Stories and Guilty.


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