Beyond merely providing convenient access, OTT platforms have revived iconic shows and introduced regional cinema to the global audience
In recent years, the rise of over-the-top (OTT) platforms has dramatically transformed the way we consume entertainment. These platforms have revived classic content and introduced regional gems into mainstream media, offering a broad spectrum of India's diverse cinematic landscape to a global audience. Moreover, OTT has changed the way we socialize, becoming a central part of conversations, from casual chats to virtual gatherings.
Where once people exchanged pleasantries with questions like "Aur Batao" (What's up?), today, the perfect response is often about the latest series or film one is watching. Virtual watch parties have emerged as popular avenues for friends and families, separated by distance, to connect and share viewing experiences in real time. OTT platforms cater to diverse tastes, ensuring there's something for everyone.
But what makes people subscribe to one OTT platform after another? The simple answer is content. OTT platforms have built vast libraries of classic shows and films, making iconic series easily accessible. Shows like ''Malgudi Days'', celebrated for its storytelling and memorable music, and ''Fauji'', featuring Shah Rukh Khan's debut, are just a click away. This accessibility allows viewers to journey back in time, relive cherished moments, and introduce younger generations to timeless narratives that shaped Indian television during the Doordarshan era.
Contemporary creators are also blending nostalgia with new storytelling. Content like ''Laapata Ladies'', ''Heeramandi'', ''Guns and Gulaabs'', ''Jubilee'', ''Bambai Meri Jaan'', and ''Rocket Boys'' weave retro elements into engaging plots. These narratives are often set in simpler times, free of modern technology, offering viewers a respite from the chaos of the modern world. They transport audiences to the past, making the stories richer and more captivating.
Take ''Laapata Ladies'', for instance. Set in the early 2000s, its storyline is centered around a lost bride, but what captivates viewers is its charming simplicity. Scenes featuring a tea stall on a forgotten railway station or a sketch of the bride being shared in the absence of digital photos transport viewers to a different era. Such moments invite the audience to reminisce about their own memories, perhaps recalling special moments from railway journeys or simpler times in their lives.
The use of cultural symbols-retro fashion, old advertisements, vintage phones, cars, and even homes-evokes a sense of nostalgia. Everyday objects like tape recorders, old computers, and the way people socialized in the past contribute to the surreal experience of OTT content. It's a reminder of how far society has come, while also showcasing the beauty of the past. This emotional connection enriches the overall viewing experience and keeps viewers coming back for more.
OTT's appeal to nostalgia has also fueled the popularity of the "OTT and Chill" culture. A recent example is Manoj Tiwari's rendition of the famous Bhojpuri Sohar ''Hind Ke Sitare'' for an OTT show, which became an internet sensation. The track went viral, with people of all ages singing along, demonstrating how content that resonates with simpler times can bring generations together.
In addition to revisiting the past, OTT platforms continuously release new content, often with extensive promotional efforts that make certain shows highly popular. Red carpet events for premieres, media coverage, and articles listing the "10 best OTT shows to watch" have all become part of the cultural zeitgeist. Even major events like the Indian Premier League (IPL) stream on OTT platforms, drawing massive audiences.
OTT also champions diverse talent. Independent filmmakers and regional storytellers, who might have been overlooked in traditional media, now have a platform to showcase their work to a global audience. This has led to the discovery of fresh voices and unique stories, breaking down geographical barriers. OTT's ability to feature content in multiple Indian languages has helped regional films and series gain national and international recognition.
According to a FICCI-EY report from 2023, regional content on OTT platforms overtook Hindi language content for the first time, with the share of regional language titles rising from 47% in 2021 to 52% in 2023. Stars like Mohanlal, Junior NTR, Vijay Sethupathi, and Fahadh Faasil, once confined to regional industries, have now become household names across India, thanks to the reach of OTT.
Films like ''RRR'' (Telugu), ''Pushpa'' (Telugu), ''KGF'' (Kannada), ''Kantara'' (Kannada), have found new audiences through OTT platforms. Actors like Vijay Sethupathi, who gained prominence in Tamil cinema, have become pan-Indian stars, appearing in films like ''Jawan'' and ''Merry Christmas''. This cross-cultural fusion, accelerated by the pandemic, reflects the growing demand for diverse content.
(The writer is former additional DG, DFF and Festival Director, IFFI. Research and Inputs by Priya kamra, Views are personal)
