iWorld
OTT experts discuss future of India’s hybrid market
MUMBAI: The new dawn of media industry in India is experiencing a complex co-existence of traditional and digital media. With enhanced internet penetration, over the top (OTT) players have started gaining a strong foothold as well as being challenged by the threat from international leaders of the game. The OTT industry is maturing by exploring new opportunities in the hybrid Indian market.
To discuss the complexity of the market including problems like piracy, lack of regulatory practices, monetisation, business models, and emerging technologies, experts from different sectors convened at the Cable and Satellite Broadcasting of Asia (CASBAA) OTT India forum 2018.
Network18 Digital CEO Manish Maheshwari started off the session with a keynote by explaining how data explosion in the last two years has changed the scenario of video consumption in India. The launch of Reliance Jio in September 2016 led to widespread adoption of 4G technology. Consumption pattern has become more individualised, something that most speakers agreed upon. OTT services have directly jumped to mobile, giving better user interactivity.
During this tricky transition, the platforms are experimenting with various kinds of business models. Foreign players heavily depend on SVOD but Indian players mainly use AVOD but intend to shift to SVOD in the future. A new B2B2C model is also emerging.
Indiantelevision.com founder, CEO and editor in chief Anil Wanvari moderated the session with Shemaroo Entertainment CEO Hiren Gada, Viacom18 senior VP, head of marketing, licencing and partnerships at Voot Akash Banerji and ZEE5 digital head Archana Anand. Speaking on the issue of monetising properties, Banerji said that it has to be looked at as an opportunity and not a challenge. Experts agreed that if content creators can come up with quality content, subscribers will not hesitate to pay with Netflix being a classic example.
Internet’s reach to even the remotest parts of the country has not restricted OTT to be just an urban phenomenon. The rural appetite for content is growing and so not just local players but even international names like Amazon and Netflix are eager to feed them. They are even banking on blockbuster content. The myth that the internet was only reserved for short format content has been broken and so longer ones are on the rise.
Due to factors like social category and economic status, Indian consumers won’t pick a single type of content or model. “Hybrid market will exist as long as India continues to be hybrid,” said ZEE5 digital head Archana Anand.
Other than content, the low-latency end user experience is also very important to satisfy the audience. Though the infrastructure is still evolving in India, the content delivery market is in a promising state. Many measures are also being taken to curb the issue of piracy. Discussions are also going on to bring the OTT players under a regulation but with liberty.
By creating content of different flavours, experimenting with business models, discussions on a regulatory body and developing infrastructures, the OTT market in India is maturing with both opportunities and challenges. To sustain in the race, the platforms should choose either a niche strategy or a way to reach the mass but not a midway definitely.
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iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
