Content Hub
Case study on Marathi web series ‘Pandu’
MUMBAI: Pandu is a Marathi comedy web-series on the everyday life of Mumbai Police starring Suhas Sirsat, Deepak Shirke, Abish Mathew and Trupti Khamkar. A session at The Content Hub 2020 Day 2 organised by Indiantelevision.com was a case study on Pandu by the creators of the Marathi series.
Gulbadan Talkies founder and creative director Sarang Sathaye and co-founder and director Anusha Nandakumar briefed the audience on the establishment of Bharatiya Digital Party (BDP).
Sathaye said, “We wanted to have our own voice on the digital space in a long format series. We started with the idea of making our own digital platform, so we started to make Marathi digital content in BDP four years back."
Speaking on life before the making of Pandu, Sathaye briefed the audience on the struggle they went through in creating what they actually wanted to create. He said, “Despite having numbers on our site we were struggling to mark ourselves as a creator that can create long format content too.”
Nandakumar said, “Lots of Maharashtrian youth were not watching Marathi content because they were not able to connect with the shows. So, we felt the need to create Marathi content that connects well with viewers. Pandu is a typical Maharashtrian comedy series and we are happy that MX Player supported us. The show is about what happens to Singham when he goes home.”
Sathaye believes comedy lies in our regular conversation. “For us Pandu is made of all our day-to-day unique moments. Every episode is theme based," he said.
He further said, “There was hardly any platform that was backing regional content and MX Player truly supported us with Pandu. Makers should look at regional content and make Marathi content to that extent that one day people will wake-up to watch Marathi content in the US like we watch Game of Thrones here.”
The creators also spoke on challenges they faced in hiring talent for the show and selling the content to the OTT platform.
Mumbai: Exploring the shift from regional to national content, this synopsis delves into the trends and challenges. It navigates the transformation, analyzing industry dynamics, emerging trends, and the hurdles faced. From preserving regional variation to adapting to a broader audience, it examines the multifaceted journey of regional content evolving into a national narrative. In what ways do the emerging trends and challenges influence the dynamics of the entertainment industry during this transition? How can creators navigate these changes effectively? What strategic approaches can content creators adopt to strike a balance between maintaining regional identity and fostering a cohesive national narrative in their work? How can the transition from ‘regional’ to ‘national content’ impact cultural diversity within the entertainment industry, and what measures can be taken to ensure the preservation of regional variation?
In a rapidly evolving media landscape, seasoned industry professionals have offered valuable insights into the transformation of content consumption and production. The session was chaired by Ernst and Young partner Raghav Anand, MMTV chief executive officer P.R. Satheesh, Sony Marathi business head Ajay Bhalwankar, PTC Network chairman & MD Rabindra Narayan, Shemaroo Entertainment COO, Digital, Saurabh Srivastava esteemed voices in the field, have articulated their perspectives on the burgeoning shift towards globalised content.
Rabindra Narayan emphasised the dissolution of regional boundaries in content consumption, attributing it to the accessibility facilitated by global platforms and connectivity options. He predicts a future where language barriers will fade, citing the potential of technology to clone and adapt voices, thus enabling seamless localization across languages.
Saurabh highlighted the democratisation of content creation in the digital era, underscoring its empowerment and revenue potential, particularly in linguistically diverse markets like India. He emphasizes the value of culturally rooted storytelling in filling gaps in content supply, with technology enabling effective monetization, especially through OTT platforms.
Ajay Bhalwan sheds light on the evolving landscape of Hindi and regional language content, noting a significant shift where a substantial portion of content on Hindi film channels originates from regional languages. He accentuates the importance of language in enhancing authenticity and audience engagement, exemplified by the strong resonance of Marathi content in Maharashtra.
PR Satheesh underscored the paramount importance of content quality in driving viewership and transcending language barriers. Drawing parallels with the global popularity of Korean dramas, he advocates for leveraging technology, including AI and real-time translations, to enhance content creation and distribution.
These insightful perspectives collectively echoed the industry’s adaptation to a globalised content landscape, where technology catalyzes innovation and accessibility. As content continues to evolve, these experts offered valuable guidance on navigating the dynamic media landscape and maximizing the impact of storytelling in diverse markets worldwide.
