Prime Video, Sony, JioStar, Zee and NDTV Chiefs on How Connected TV Is Reshaping Indian Storytelling
Connected TV is changing what Indian media companies make, not just where audiences watch it, with Prime Video now developing shows around whether audiences will watch them together, executives said at the FICCI-Frames conference in Mumbai. Streaming began as a largely solo exper
The shift to connected TV is revolutionizing the Indian media landscape, with major players like Prime Video, Sony, JioStar, Zee, and NDTV rethinking their content strategies. The fact that Prime Video is now developing shows with the intention of being watched together by audiences is a significant departure from the traditional solo viewing experience of streaming. This change acknowledges the growing trend of co-viewing, where families and friends gather around the TV to watch content, much like they would with traditional linear TV.
This trend has significant implications for Indian storytelling, as media companies adapt to the changing viewing habits of their audiences. With connected TV, Indian media companies are no longer just focused on where audiences watch their content, but also on what type of content they create. The emphasis on co-viewing and communal storytelling could lead to more family-friendly and socially relevant content, which could be a boon for Indian audiences. Moreover, this shift could also open up new revenue streams for media companies, as they explore new formats and genres that cater to the co-viewing audience.
As the Indian media landscape continues to evolve, it's essential to watch how these trends play out in the market. Key areas to monitor include the types of content that emerge as a result of this shift, and how media companies measure the success of their co-viewing-focused strategies. Additionally, it will be interesting to see how Indian audiences respond to these changes, and whether they drive increased engagement and loyalty for media companies. With the Indian streaming market expected to continue growing, understanding these trends will be crucial for media companies, investors, and audiences alike.
Originally reported by variety.com. FashionWire adds analysis for culture, style & media readers.