Recalibrating Media Management: Content Innovation in the OTT Era With Reference to Indian Perspective

Abstract: India’s media and entertainment (M&E) industry appears to be undergoing a paradigm shift related to the rise of digital platforms, changing consumer behavior, and a global thirst for more culturally interesting content. Though the space of traditional television is still expanding, it is the over-the-top, or OTT, space that “is leading a redefinition of how content is created, distributed, and monetized in India” . Utilizing recent statistics and insights from reports by industry associations and market research companies, this study shows that India is emerging as a global powerhouse for content production, especially in the areas of animation, visual effects and post-production services. It explores the socio-economic conditions, such as access to mobile internet, or policy environments that can be seen as driving this change. At the intersection of creativity, technology and business strategy, this paper aims to provide a picture of emerging opportunities and challenges in India’s media space. It highlights the main game-changing trends within the Indian Media and Entertainment (M & E) ecosystem, such as local content, genre-change, technological innovations, and international partnerships .