OTT Media in India

An Overview of Modes and Interventions

Abstract

With the advent of over-the-top (ott) Media in the audio-visual entertainment space in india, starting from 2008, there has been a growing interest of viewers to supplement or even substitute with it their media engagement from conventional sources. such a massive transformation has this new medium brought, that the very idea of audio-visual content consumption has undergone a tectonic shift in little more than a decade. in the last five years particularly, there has been tremendous growth in the number and scope of ott platforms in india, making it a fast-growing industry by bringing revolutions in the areas of entertainment, information, and communication. it becomes extremely relevant then to analyse the working of ott to underscore the social, cultural and political ramifications of such a medium. the current paper is designed to probe the advent of ott in india with the objective to review its modes and interventions. the modes of the medium: technology, industry, content, viewership, and competition need to be probed to gather an understanding of the intervention that ott brings about especially vis-à-vis its relationship with the digital communication industry.