OTT
Platforms and the Transformation of Indian Cinematic Culture
Dr. Hemant Govindrao Pawar
Associate Professor
Department of English
Pratap College Amalner (Autonomous)
Maharashtra, India.
Abstract: OTT
Platforms have been playing significant role in shaping and transforming Cinema
in general. This paper examines the role of OTT Platforms in transformation of
Indian cinematic culture. The present paper attempts to investigate the
important factors that play significant role in the rise of OTT platforms. It
also highlights advantages and disadvantages of OTT platforms. The paper also
focuses on how the OTT Platforms play important role that brings forth various
cultural conflicts. It sets out realistic rendering of day to day life problems
of common people. It draws our attention to religious and social issues that
shape our identity.
Keywords: OTT,
Cinema, Culture, Benefits, Technological impact, Effects, Availability of
Content
OTT
simply means Over-The-Top. With the help of new technology we could assess the
vast World of Cinema directly in our cell phones or Smart TVs. It has changed
the traditional concept of watching these texts while watching all the ads
shown during its show. In Old day as most of us we used to go to neighbors to
watch specific series such as Alifa Laila or Jay Hanuman. We also
could remember on each Friday at 9.30 Durdarshan used to show Hindi movie.
People used to wait for Friday night. On the next Day, there used to be show of
Hindi movie at 10.30 pm. On Sunday at 4.00 Pm, Sahyadri used to show Marathi
movie.
Gone
are the days, now we can watch any recently released movie as per our own
convenience. Also many movies are released on OTT Platforms. During
horrible and pessimistic days of Covid- 19 most of us spent those hard days
watching web series such as Sacred Games, Mirzapur, Game of Thrones, Stranger
Things and Family Man. It was the only way to reimagine the life we all have
lived just a few months before. OTT have introduced many interesting web series
and movies we could hardly have watched them.
It is just because of OTT we have watched many
international award winning movies and web series For example if we wanted to
watch the famous Game of Thrones we could not access it. It was only
rich people who could go and take expensive subscriptions of HBO. But now we
can watch it on Jio Hotstar with minimum recharge. The most important benefits
is that OTT have made the texts available irrespective of any cultural
differences. It has helped people to make movies on the current issues that
otherwise was impossible. Even through somebody would dare to address any, it
was hard to circulate across the globe. Now one can reach to the global
audience through streaming movie on Netflix, Amazon Prime, Zee5, Jio Hotstar
and many more OTT platforms.
Language
of Cinema used to be a barrier to understand any movie, now thanks to
technology, one can listen the cinematic texts in most of the languages by just
changing audio settings. Earlier we used
to visit major cities in order to watch movie in a theatre. One had to travel
and bring friends together to watch a movie. Now OTT has made it possible to
watch it anytime and anywhere. OTT have even started to play roles of producers
in streaming material. It is possible only because the revolution that brought
by telecom companies like Jio, Airtel etc. India
Bollywood Cinema was in earlier was dominated by specific stars. It was hardly
possible for new comer to challenge these rich people. If we remember our
childhood we will see that we only know a very few names such as Salman Khan,
Shahrukh Khan, Amir Khan, Ajay Dewgan, Karishma etc. Before them it was
dominated by Rajesh Khanna and others. It was very difficult for new actors to
dream about being a star. Fortunately now we can see new names in movies and
web series just due to OTT.
It is important to discuss what the important
factors that caused OTT Revolution. In earlier days, to go for a movie needed
many things from money to permission. It was quite expensive and time consuming.
The first and most important element is the
fast growing technological innovations. The arrival of smart phones has played
significant role in changing the preferences of audiences. The people now begin
to prefer watching movies on smart phones and tabs. It is convenient as they
can watch movie anywhere without interruption. The vast content is available on
the OTT platforms so it becomes easy as well as difficult to watch it. Off
course it is time consuming but it becomes a need today. If we are in a group
of friends who love watching movies or web series, one has not seen a web
series they are discussing about feels embarrassed. The next important factor
is availability of affordable data packs and fiber networks. No matter what one
does but he has to make recharge of average around three hundred each month
even if he is unable to finish the received data. The plus point is that we can
watch and complete the whole season of a web series within night just because
of data packs. The revolution by Airtel and Jio fiber bring with them the
subscription of OTT platforms such as Netflix, Prime Video, ZEE 5, Sony Liv,
Jio Hotstar etc. These companies offer broadband and wireless network services
so any one can access anything without any difficulty. The next important
factor is the affordable subscription fees for watching the content we can
select a plan we can afford.
In 2019, the worst year in the life of all of
us that shattered the lives of many people just because of Covid, we faced
lockdowns. Many people have lost their lives and jobs. People were literally
jobless and did not know what to do with time. It was during the difficult time
people turned more towards OTT. It was Sacred Games, a Web series that
completely changed the future of OTT in India. It has introduced innovative
story telling technique. Then most of the people have watched Stranger
Things, Family Man, Mirzapur, Maharani and many more web series.
One of the interesting things about these OTT
is that we can watch web series based on real life incidents. Delhi Crime,
Patal lok, Black Warrant, Mirzapur, Scam 1992 and other crime stories bring
forth the realistic picture of gloomy side of human life. Though infamous but
these series bring deal with the real life incidents. .
Recently
there was a movies Homebound
released in 2025 on Netflix. It was directed by Neeraj
Ghaywan. This movie depicts the dark side of human life. It shows how
people change when they see the danger. This move effectively criticizes human
hypocrisy. As it is based on real life incident, it shows how trivial the value
of human life is. Human beings keep talking about the development but how they
treat one another in calamity. The movie deals with the life of two friends who
leave their homes to financially support them. As they got job everything seems
to be going well but suddenly the outbreak of Covid shut down everything. They
lost their jobs and had no money left. It was difficult to survive in the city
so they decided to go home. Unfortunately they did not get any vehicle due to
lockdown. After walking long distance they saw a truck, they became happy. They
hopefully started their journey. The people in a truck see one of them coughing
and both the friends were forced to step down a truck. They kept walking but
one of them died. The move also highlighted the barriers we have among us. It
shows that humanity is what wins hearts.
It becomes also necessary to highlight the
disadvantages of OTT. As we already know most of these web series show too much
violence. There are a lot of bloodshed and cold blood murders. There are
chances that young kids become violent. It plays negative role in their
psychological development. Even we have read news about school children killing
their classmates. They have access to porn easily, they begin to consider
opposite gender as sex objects. It causes series crimes against females.
Though there are some disadvantages, but OTT
Platforms have made it possible to access world famous web series and movies.
These platforms have helped even some people getting opportunities to pay roles
in the movies. OTT in India has altogether changed the perception of audience
as well as movie makers. These platforms help people to watch content anywhere.
It is also affordable as in the price of 199; one can assess various best web
series around world on Netflix. In simple words, OTT made remarkable change in
India cinema culture by offering access to content irrespective of various
cultural barriers.
Note: I have referred to many web series available on OTT
Platforms such as Prime Video, Netflix, Zee 5, Jio Hotstar etc.
References
Ashish Rajadhyaksha, and Paul Willemen.
Encyclopaedia of Indian Cinema. Rev. ed., Oxford UP, 2014.
Kalorth, Nithin, editor. The Rise of Over-the-Top
(OTT) Media and Implications for Media Consumption and Production. IGI
Global, 2024.