OTT Roundtable on ‘What’s the secret ingredient that gives Indian content its global appeal?’, at Film Bazaar at the 54th International Film Festival of India (IFFI)

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OTT Roundtable on ‘What’s the secret ingredient that gives Indian content its global appeal?’, at Film Bazaar at the 54th International Film Festival of India (IFFI)
OTT Roundtable on ‘What’s the secret ingredient that gives Indian content its global appeal?’, at Film Bazaar at the 54th International Film Festival of India (IFFI)

“Streaming permits each story to seek out its personal viewers” – Sushant Sreeram

Streaming affords not simply entry to tales, or expands the linguistic palette for purchasers, but it surely’s a window to many cultures that exist round the world

Innovations in streaming reminiscent of direct-to-streaming film premieres, amongst others, enabling higher entry, selection, and selection to clients

OTT Roundtable on ‘What’s the secret ingredient that gives Indian content its global appeal?’, at Film Bazaar at the 54th International Film Festival of India (IFFI)

GOA—November 25, 2023— Prime Video, India’s most cherished leisure vacation spot, participated in an insightful OTT roundtable session on ‘What’s the secret ingredient that gives Indian content its global attraction? at Film Bazaar at the ongoing 54th International Film Festival of India (IFFI), Goa. Sushant Sreeram, nation director, Prime Video, India joined the dialog that was moderated by Rajeev Masand, COO at Dharma Cornerstone (DCA). The panel additionally featured Shri Prithul Kumar, Joint Secretary (Films), Ministry of Information & Broadcasting and Managing Director, NFDC, as one of the co-panelists, together with different eminent leaders from the business.

OTT Roundtable IFFI

“I imagine we’re very near having that definitive breakout hit internationally as a result of the indicators are all there while you see your tales journey so brilliantly,” shared Sushant Sreeram, nation director, Prime Video, India, speaking about when India may have its personal breakout second on the worldwide stage. He additionally spoke about the want for genuine native storytelling; these are tales that resonate with native audiences after which turn into breakout hits throughout the nation with audiences exterior the nation ultimately discovering and loving these rooted narratives, giving examples of Pushpa: The Rise and Kantara. He underscored that 50% viewership of Prime Video’s native language content comes from exterior the residence states, whereas 25% viewers of Indian titles comes from exterior India. Continuing in the vein he stated, “I feel our storytelling has gotten extremely wealthy. We have creators, studios and expertise imagining a world of nice storytelling, and with streaming offering the attain for each story to seek out its personal viewers, we’re already breaking out internationally.” He cited examples of Prime Video’s Original sequence like Farzi, Jubilee and Made in Heaven that had been cherished not simply inside the nation but in addition exterior. While Farzi was streamed by viewers in 170 nations and territories simply over the launch weekend and entered the prime 10 trending titles lists on Prime Video in a number of nations past India, together with the U.S., UK, Canada, UAE, Saudi Arabia, Bahrain, Singapore, Australia, New Zealand and Malaysia, Made in Heaven in its launch weekend it entered the prime 10 trending titles lists on Prime Video in over 20 nations together with the U.S., Canada, Australia, New Zealand and Malaysia. Jubilee has been on a successful spree at each award present, together with the Best Series award at the International Film Festival of Melbourne.

OTT Roundtable IFFI

Responding to a query on impartial, low finances or experimental filmmakers not discovering a house for his or her movies, Shri Prithul Kumar, Joint Secretary (Films), Ministry of Information & Broadcasting and Managing Director, NFDC, elaborated that just some years in the past, when streaming providers didn’t exist, an impartial filmmaker would have discovered it powerful to go to an exhibitor and even conceptualize distributing their movies. However, he added, streaming providers have enabled such movies and filmmakers discovering a house for his or her movies on OTT.

Elucidating additional on this level, he added that streaming providers have helped content producers dream massive, even when they’ve smaller budgets, one thing that they had been unable to do in the pre-streaming period. He highlighted that from the authorities’s perspective the sector is doing pretty properly and getting investments into India.

Responding to the query whether or not streaming is changing into the area of massive finances star autos solely, Sushant cited Prime Video’s content slate launched in 2023, emphasizing the variety of titles and expertise, from Farzi and Jee Karda to Happy Family Conditions Apply to docuseries like Cinema Marte Dum Tak, Dancing on The Grave, amongst others, emphasizing that the variety made for fascinating storytelling. He added, “Many of the reveals that we’ve launched this yr and over the previous 7 years have been with new upcoming creators. We have over 100 initiatives in varied phases of manufacturing and improvement. While we are going to proceed to convey again the profitable franchises – Mirzapur, The Family Man, Pataal Lok, our acutely aware effort has been to make sure that we additionally proceed to work with new and upcoming creators.” He additionally spoke about streaming not solely offering entry to content, or increasing the linguistic palette for purchasers, but it surely additionally performing as a window into many cultures.

While discussing the influence of Direct-to-Streaming (DTS) mannequin on the general artistic ecosystem, in addition to on the clients Sushant stated, “Our strategy has been fairly simple, if it’s a good story that we expect we should convey to clients, in 240+ nations and territories, we discover a solution to make it work. DTS is a component of our repertoire of having the ability to convey tales to clients”. He elaborated how Prime Video has not simply pioneered the DTS mannequin, but in addition produces Original films like Maja Ma, Ammu, and the upcoming Ae Watan Mere Watan, and co-productions like Ram Setu, Neeyat, the upcoming Yodha as properly, which premiere first in theatres earlier than coming on the service. “We really began off with the DTS strategy in India throughout the pandemic and in over 3-4 years, we’ve had over 60 DTS releases,” he added, “I imagine that direct-to-streaming has been a win-win for purchasers globally, in addition to for the creators to have the ability to assume untethered of the distribution.”

OTT Roundtable IFFI Media

Making a degree on the longevity of streaming content, Sushant stated, “It’s an extremely numerous panorama of leisure. There is nobody language, style, or one sort of buyer. We had that epic realization very early on. Our programming throughout 10 languages, throughout a really numerous state of genres, for very totally different buyer sorts, retains us rooted in the actuality.” Giving instance of the longevity of a present, he spoke of Mirzapur, Pataal Lok, The Family Man, Made in Heaven. He stated, “If you look again to 2018-19, Mirzapur was this present that that no person had heard of. Now we get to name it a tradition defining present, however again then it was only a story properly advised. I feel if we again the proper creators and sincere storytelling, then the reveals go on to turn into these giant culture-defining moments. Today, 6 of 10 reveals on IMDb’s checklist of highest rated Indian streaming reveals are from Prime Video.”

Prime Video’s participation at IFFI is a testomony of the pivotal function video streaming sector is enjoying in enabling the progress of India’s artistic economic system, and performing as a sturdy platform to showcase Indian tales, expertise, and creators in the global enviornment. 

Over the years, IFFI has established itself as a melting pot of myriad wealthy cultures and cinematic excellence, because it brings the world’s most excellent movies and reveals, in addition to stellar creators, expertise, and storytellers collectively beneath one roof. As one of Asia’s oldest movie festivals, it celebrates the wealthy cinematic excellence, creativity, and innovation that embodies the wealthy and huge leisure ecosystem inside India and from round the world.



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