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The first dependent Indian OTT platform was BIGFlix, launched by Reliance Entertainment in 2008. [1] In 2010 Digivive launched India's first OTT mobile app called nexGTv, which provides access to both live TV and on–demand content. nexGTV was the first app to live–stream Indian Premier League matches on smart phones and did so during 2013 and 2014.
[2] [6] OTT television, commonly called streaming television, has become the most popular OTT content. [a] OTT bypasses cable, broadcast, and satellite television platforms—the media through which companies have traditionally acted as controllers or distributors of such content. This content may include shows and movies for which the OTT ...
This shift underscores a transformative phase for the industry, where digital distribution is increasingly becoming a vital revenue source for filmmakers and studios. Currently, the OTT audience in India stands at 547 million users, reflecting a 14% increase from 2023’s 481 million, representing a 38% market penetration. [5]
Promoting local content: To increase the presence of Indian programming across all platforms. Viewer protection: To safeguard viewers' interests by ensuring program quality, transparency, and grievance redressal mechanisms. Balancing freedom and accountability: To uphold freedom of expression while holding platforms accountable for harmful content.
OTT bypasses cable, broadcast, and satellite television platforms. Digital streaming acts in a similar way to on-demand television in that the program to watch is selected. But the program is not recorded or stored like it might be on TiVo , etc. Digital video purchases grant a user indefinite access to a show or film, but the terms and ...
This convenience of OTT has helped it to gain popularity among young internet users in India. The usage of OTT significantly increased during the national lockdown period (From March 2020 onwards) after the COVID-19 pandemic in India. More people began to watch OTT platforms for foreign content and their spending on TV was significantly reduced ...
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Planet Marathi is an Indian subscription video on-demand over-the-top streaming media service which is India's first digital platform provide content in Marathi. [4] Planet Marathi claims to have over 550,000 installs and over 24 million video plays since its launch. [5] Planet Marathi had appointed Marathi actress Mrinal Kulkarni to its board ...