Content material spend in India to double to $10 billion in 5 years

New Delhi: Content material spend is predicted to double to $10bn within the subsequent 5 years, with on-line video content material investments catching up with pay TV, agreed media business specialists on the Asia Video Business Affiliation’s (AVIA) Way forward for Video India convention in Mumbai.

“High quality of content material has all the time been superb in India, however now it’s simpler for Indian content material to journey the world over. OTT has helped it in an enormous means,” mentioned Apurva Chandra, secretary, ministry of knowledge and broadcasting (MIB). Chandra reiterated the necessity for OTT to proceed with a tender contact strategy, because the three-tier self-regulatory system has been working nicely. Whereas there have been considerations that light-touch regulation has led to much less fascinating content material, he mentioned that the business wanted to be extra self-aware in order that the federal government needn’t step in.

Chandra added {that a} Nationwide Broadcasting Coverage has been within the works, because the business was changing into extra fragmented. Nonetheless, this could take time with the intention to steadiness the conflicting pursuits of disparate events.

With the expansion of OTT and authentic content material in India, MIB is dedicated to the combat in opposition to piracy, Chandra mentioned. “The brand new Cinematograph Invoice that’s underway seeks to guard the leisure business from piracy. We’re able to take motion in opposition to not solely those that file content material illegally, however even those that are transmitting it on-line. The web sites which stream pirated content material might be blocked,” he added.

The concentrate on content material was a theme adopted by way of the convention.

Sushant Sreeram, nation director, Prime Video India, mentioned that being regionally genuine offers the most effective alternative for regional and international success. India additionally maintained the second largest improvement slate after North America, signalling Prime Video’s dedication to the market, he added.

“We’re constructing for all India. There isn’t a one India, there are lots of Indias and it’s important that we converse to all of them,” Sajith Sivanandan, head of Disney+ Hotstar India, mentioned. Nonetheless, a lot higher interactivity with content material was on his wish-list for the long run, in addition to the power to serve the plenty however at a scale of 1.

Vikram Sahay, joint secretary (coverage and administration), MIB, who participated in a content material panel with the business’s content material leaders, additionally mentioned that the most effective factor about OTT was the democratisation of expertise.

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Up to date: 17 Apr 2023, 11:50 AM IST