New Media as a Change Agent of Indian Television and Cinema: A study of over the top Platforms
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Date
2019
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Amity University
Abstract
New media is a creating new world and changing our daily lives. Internet is changing Indian cinema very rapidly. There are several new technologies, which are used by audience to watch movies and documentaries on their personal gadgets. Netflix, Amazon Prime, Hotstar, Zee5 and ALT Balaji, Jio tv are some examples, which are providing movies and other video content through internet. These platforms are new convergence of television and cinema. Some new ventures are producing video content for these Internet platforms only. Now audience can watch new movies, web series, documentaries, news and short films on their convenient timing at reasonable price on these new media platforms. These new ventures are changing Indian television and cinema in many ways. Objectives of this study are to know how Indian Television and Cinema are changing due to new online platforms and how youth is using these new digital platforms for video content watching. This study analyze the video content watching habits of the youth and try to find out the changes in television and cinema watching trends in youth. This study is based on survey method to know the video content watching habits of youths through online platforms. Study reveals that Hotstar, Netflix and Jio are the major players in Indian OTT service market. Indian audience use these applications without paying any money. Most of the viewers watch content through these applications up to 2 hours daily. Most of the audience watch content on streaming media in night. Most preferred content on Over the top applications is web series. Indian population loves to watch web series on these platforms. Second preferred program is movie. Hindi is preferred language of Indian viewers. Entertainment is the biggest reason behind the use of over the top application. Most of the Indian users watch movies on these applications. Action and comedy are the favorite genre of movie. Indian audience loves to watch latest movies on these applications. Almost all respondents agree that over the top applications are changing television and film watching habits in India. Reasons behind the change are convenience of service, personal medium and availability of International content. Study reveals that future of Over the top applications is bright in India and the reasons for this are smartphone penetration, International collaborations between media moguls, Cost effectiveness and digital quality of the medium.
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Keywords
ALT Balaji, Amazon Prime, HotStar, Indian Cinema, Indian Television, Jio Cinema, Netflix, New Media, Online cinema