11 May, 2021

Beyond Netflix, Other OTT Platforms Have Sprung Up

Beyond Netflix, web TVs crack the audience code in the countryside

(Clockwise) Anniversary Surprise, Gandi Baat, Black Coffee, Singaardan
Beyond Netflix, Other OTT Platforms Have Sprung Up

The plot opens with the risqué, setting a straightforward tone as to the nature of the content you’re about to consume—four thugs barge into a house where a couple is having sex. The scene that ­follows details the couple, in various stages of undress, now bound by the thugs, giving a ­total of eight minutes of screen time to the actress caught in the situation. But even ­before, what made you click on that link had squarely cracked its target audience’s ­interests. This short-film, available on the OTT (over the top) platform Ullu, is suggestively titled Ghapaghap. It’s just one of the many ­titles crafted to suit an emerging market that, as of now, bypasses the proverbial scissors of the ­censor board.

Netflix and Amazon Prime appear to be on top of the OTT pyramid. Last year’s Netflix web ­series Sacred Games showcased frontal nudity, a first for a mainstream Indian...

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