Benefits And Problems Caused Due To An Increase Of Otts
The first Indian OTT App was nexGTv, launched in 2010 by Digivive.
The concept of OTT, which means On The Top media services, was launched in the US during 1939, when the internet came into the market. But, It was not possible to generate OTT based media platforms as the internet was not wide-spread enough, till the 20th century.
Why is it called OTT?
Beforehand, all the media services were used to be distributed through some mediator connecting mediums like cable, satellite, set top, cinemas etc. This is the first ever media service where there is no need for any third medium. The content can be distributed directly to the audience through the internet. It is the best distribution medium ever and hence it is On The Top.
History of OTTs in India
The first ever OTT platform that was launched in India was BIGFlix, owned by Reliance Entertainment, in the year 2008.
The first Indian OTT App was nexGTv, launched in 2010 by Digivive. This platform used to podcast live TV and on demand contents as well. This is the platform that streamed IPL for the first time.
DittoTV, owned by Zee, was launched in 2013. Sony LIV also came out that year.
Star Media launched their OTT app Hotstar in 2015 and they own the right to stream IPL. Netflix came to India in 2016.
Present situation
Presently, there are more than 46 verified OTT platforms in India and uncountable unverified OTT platforms. In the financial year 2018-'19, the net valuation of OTT market in India was ₹2,150 crore. In 2020, it was more than 1.7 billion Dollar.
Experts predict that it will be more or less 15 billion Dollar within 2030.
Benefits
There is a huge space opening for the artists, even the newcomers.
Audience can access varieties of contents.
Artists are getting more scope of earning than the previous times
OTT has become a large sector and not only artists, the tech persons are also getting a huge scope of earning.
Problems
Competition is growing very fast in this market.
Viewers need to subscribe to different platforms to access different contents.
Audience is getting divided.
Monopoly in a huge level affecting the small budget platforms.
Lots of vulgar and perverted content is coming out which is harmful for society.
Lots of good content is getting suppressed as an effect of monopoly and censorship.
Everyone, here and there, is opening new OTTs everyday and the content creators are getting confused about selecting a platform for their broadcast.
