Desi Tadka All The Way

Even as the Indian OTT (over the top) video industry is attracting serious attention from global behemoths, indian players dominate the market

- Ashish Sinha

Remember the days of ‘snackable’ content trying to connect with digital consumers, who are both growing in numbers and changing the ways businesses traditionally reached out to them? Those days of ‘short format’ are well behind us. Recall debates of television versus digital and the lack of foresight or revenue in web only? Those conversations too are officially passé now. Been part of discussions where global companies dominated the newer media platforms market and Indian players lagged? That is no longer the case either.

It’s not just the pace at which digital is evolving but is a direct result of the perfect storm brewing in India with device proliferation, data access, audiences giving clear indications of their online preferences and the ingenuity of the Indian entrepreneur in identifying and preparing for market trends. As cliché as it may sound, in this new reality, content has become both king and god.

Brands are turning publishers, telcos are becoming distribution channels, global players have earmarked India among their serious investment markets and traditional media businesses have not lost a beat in capitalising on the new opportunities. What we have is the formation of an industry that is rushing towards its tipping point.

OTT of course!