TRULY OVER THE TOP

Endless options, viewing flexibility and exciting horizons to discover— OTT entertainment platforms have left Indians spoilt for choice

-  SUHANI SINCH

THE DRUDGERY

For the longest time, the average Indian household was engaged in an everlasting feud-for control of the TV remote. With only 10 per cent of the population interested in and able to go to the cinema, it was a significant battle to win. Stereotypically, dads watched news and sports, moms their mushy soaps and kids had their hours restricted and viewing monitored. By the 2010s, Indians tired of the monotonous TV fare, and hungry for fresher programming, had already been turning to YouTube to get their fix of entertainment. But, barring the odd The Viral Fever (TVF) web series like Pitchers and Permanent Roommates, options for desi fare were limited to watching what had already run on television.

EASE OF LIVING

This state of affairs finally ended with the entry of streaming, aka OTT (over the top) platforms, with each family member empowered to make their own choice on their digital device phone, tablet, computer or smart TV. It was in such a market that Sony launched SonyLIV, its streaming arm, in 2013 and Star soon followed with HotStar. Entertainment was no longer only a communal experience as users could watch their preferred content at their time of choice.