Streaming smells blood in shark waters

Telugu OTT service Aha has floated Nenu Super Woman for female entrepreneurs, while Amazon Prime has launched a series called Mission Start Ab

- Lata Jha

The success of Shark Tank India on SonyLIV has triggered a rush for business reality shows by other streaming services as well, centred around small-town entrepreneurship and the concept of startups.

Telugu over-the-top (OTT) service Aha has floated Nenu Super Woman for female entrepreneurs, while Amazon Prime has launched a series called Mission Start Ab. Industry executives say these shows target the aspirational, new-age India looking to explore unconventional career choices and find resonance across demographics, including families.

SonyLIV, the video streaming platform from Sony Pictures Networks India, debuted Shark Tank in India, a franchise of the American reality show, in December 2021.

“Shark Tank India has been a very successful franchise for us and also an interesting journey to see how it has reached out to audiences, beyond metros Delhi, Mumbai and Gurugram, in tier-2 and -3 towns and become so accessible to not just young techies but also, say, housewives," said Saugata Mukherjee, head of content, SonyLIV.