Picture Credit https://pixabay.com/photos/secret-top-stamp-spy-army-3037639/
Covid-19 pandemic has triggered the OTT wave in
India. What was a trickle, turned into a flood and later into a raging tornado.
The OTT penetration which was first thought of and dismissed as an urban city phenomenon
took the country by storm.
OTT has become all-encompassing and threatens the very existence of a deep-rooted film distribution and viewing industry that
includes the omnipresent cinema halls or theatres. Many theatres are shutting
down and especially single screens will soon be like the Indian tiger, a fast-disappearing
species unless special protection status is accorded!
The OTT platforms boost a surfeit of content.
The major OTT platforms like NETFLIX, AMAZON PRIME, Disney Hotstar, Sony LIV, ZEE
5, AHA, and many others have so much content that it is mind-boggling and even
mind numbing. The content is so much that no viewer can watch
even 10% of it, even if he/she were to watch it for the entire day.
Apart from the surfeit of content, no one knows
exactly how the OTT platforms operate. Figures of hundreds of crores of rupees are
thrown about for getting a movie onboard but no one knows for sure.
There are whispers that most movies are on the
platform on a free basis and that the moviemakers are paid according to the
number of views just like KDP (Kindle Direct Publish) where the authors get
paid according to the number of page reads!
Unlike the movies that are released in theatres,
aired by satellite channels, or through YouTube no one knows exactly how many have
actually viewed a movie. The only indicator is the IMDB ratings that a movie generates.
And with the huge Indian population, IMDB rating can be skewed and can be boosted
by encouraging the viewers to give higher ratings. And ratings are not a good
indicator as many do not rate a movie and non-raters might even be a majority. Generally,
ratings are given by viewers who either have loved the movie or have hated it.
The fence-sitters are not really bothered!
The OTT platforms even though driven by technology
are loathe to share numbers. I suspect that they do not want to admit that they
carry Duds (movies with hardly any viewership). So, the entire viewership issue
is swept under the carpet.
It must be disconcerting for the producers, directors,
actors, and technicians not to know the exact viewership details of the
movie in which they have invested so much money, time, and energy. At least YouTube
is transparent and anyone can know the viewership details with a mouse click.
Analytical sites like Social Blade furnish jaw-dropping
statistics about videos uploaded on YouTube but are totally silent on content
hosted on OTT as there is no data shared in the public domain.
The OTT annual charges are ridiculously
low. Maybe the OTT platforms are treating the first few years' subscription
charges as invitation pricing. Invitation pricing is a low price that would
hook the viewers and once the viewers are hooked and addicted the prices can be
jacked up. Time to open up and share information, OTT platforms!!!
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