OTT is basically a digital platform called an” Over the Top” media service. It bypasses satellite, cable, or broadcast as it is online, internet, or streaming T.V. Its services can be availed through the internet, different apps on mobile, or through websites on personal computers. Its access is controlled by a video distributor through either app or an OTT dongle box. For a consumer, one needs to subscribe to a favorite OTT platform and he can enjoy his favorite content on mobile, T.V., or a personal computer.
Anyone with a paid subscription can register themselves and get unlimited access to the media and entertainment sources available on the various platforms. This service is synonymous with video-on- demand (SVoD) services and digital content at International level can be accessed.
One of the biggest boosts that the OTT platforms achieved was during the pandemic period of COVID-19, where this industry flourished many folds. With Indian and International content, it played an essential role in the information revolution and development. OTT Platforms in India
In India, no fixed body has ever been assigned to regulate the OTT platforms. But in 2019, amid various complaints and issues raised against the digital content on these online mediums, the Government decided to take actions against the same. It was in October 2020 that the Supreme Court ordered the Central Government to take up the charge of the digital content showcased on these mediums and finally, the OTT platforms will now be administered by the Ministry of Information and Broadcasting (MIB).
In January 2019, eight video streaming platforms had signed a self-regulatory code that stated a set of guiding principles for the content which can be displayed online. However, there were 5 terms and conditions which had to be mandatorily followed:
No such content shall be added on these platforms which would cause any disrespect to the national emblem or national flag, display of content which can hurt religious sentiments could not be streamed. Visuals promoting child pornography to be strictly prohibited. Content which is banned by the law or order of the country could not be streamed. Terrorism of any kind cannot be promoted However, the Union Government disapproved of this code formed by the Internet and Mobile Association of India (IAMAI), and Digital Curated Content Complaints Council (DCCC) as no specific and elaborate set of rules were released.
Thus, finally, the Government decided to undertake OTT platforms and their censorship rights under the Ministry of Information and Broadcasting.
Available OTT Services in India:
- Amazon Prime Video
- Netflix
- voot
- Disney + Hotstar
- MX player
- Eros Now
- Sony LIV
- ZEE5
- ALT Balaji
- Jio cinema
Benefits of OTT Platform:
Connectivity:
OTT platforms are very simple to use and require just a few such things as a strong net connection, a viewing device like a smart TV or a phone etc. The network provider affords the net connectivity in opposition to a monthly charge and the viewer has the flexibility to pick out an internet package or plan based on his requirements.
Cost-friendly:
The internet is used in different ways like working from home, live video streaming, online classes, watching movies, accessing social media etc. But the internet utilization prices are impartial of the network provider selected or the content this is being accessed. The price of OTT is based on the internet data package selected and the subscription fees, if any, for the OTT platforms being watched.
Convenience:
Since the net may be accessed from anywhere, at any time and from any device, gaining access to content material on OTT platforms will become easy. In contrast, traditional Cable networks are certain by physical and geographical boundaries. This freedom of region of OTT offerings makes it very handy for visitors to watch their favored content.
Varied content:
Traditionally cable networks are restrictive with the content material that they show. This content material typically includes serials, news, stay games, movies, children content etc. Thus the viewer is faced with barriers in channel selection, type, quality and variety of content. OTT platforms provide an extensive kind of content, maximum of which offer free content in addition to paid content. Subscriptions permit visitors to become prime members; however , even without subscribing to OTT platforms, a viewer can watch various almost limitless content.
The government tightened its control over the OTT platform by Information technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, as of Feb 2021 directs them to categorize content according to age, among other things.
During the pandemic lockdown, filmmakers were forced to release their films on OTT. But today many producers and filmmakers are eager to explore this digital platform and it definitely shows its growing popularity. This platform is going to be a strong option for theatres. so it may be termed as ”other than theatre” rather than ”over the top” media service.
Written by: Vaibhav Kunde
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