India’s Next Big OTT: A Game-Changer for TV?
Recently, the indian government's Prasar Bharati encouraged private satellite tv networks to submit an application to have their shows streamed for a year on its planned over-the-top platform. Major entertainment networks, who already have their own OTT services like jio Cinema, Zee5, and sony Liv, may not be interested, according to industry analysts. Nonetheless, given that people consume news while on the go and that news material on websites like YouTube has received favorable feedback, news channels may profit from this potential. Experts think that this OTT approach might benefit other categories as well, including music and film.
Industry insiders view this as a good step toward giving people simple access and reach, but they also point out that the platform—which should be priced similarly to DD Free Dish—should be accessible to India's cost-conscious consumers. It's possible that some smaller tv stations may join this platform in order to reach a larger audience than they would otherwise be able to. The news sector has been wary about Prasar Bharati's over-the-top platform notwithstanding these advantages. The chosen channels will run on a revenue-sharing basis, with Prasar Bharati receiving 35% of the advertising income and the channel receiving 65%.
Concerns have been expressed concerning the precise rules and possible dangers, such as the removal of channels whose material doesn't perform well for 180 days. Some are also concerned that the new policy may jeopardize the stability and fairness of the media business by undermining the current satellite television regulatory frameworks. Regarding advertising, the platform intends to intercut commercials throughout the content when it feels appropriate. This may present a potential for smaller networks to reach a wider audience and make money off of their content. Larger networks with internal resources, nevertheless, might not find the platform as desirable.