Ritika Rai
The Evolution of Media in India
The way we consume media has transformed dramatically, especially in India, where technological advancements have reshaped our information landscape. Gone are the days when radio and print media held the spotlight. Today, online channels, social media, and streaming platforms dominate, offering audiences unprecedented access to content. As we reflect on this evolution, it’s fascinating to see how each medium has contributed to shaping our viewing habits and cultural narratives.
The Radio Era: Setting the Stage (1920s-1980s)
India’s media journey began in the 1920s with radio broadcasts from the Radio Club of Bombay. The establishment of All India Radio (AIR) in 1936 marked a pivotal moment, positioning radio as a crucial source of news and entertainment. Programs like Chhayageet and Aaj Ke Fankar became staples in Indian households, uniting families and influencing societal values, especially during the struggle for independence.
The Television Revolution: A New Medium Emerges (1959-1980s)
The launch of television in 1959 heralded a new era. Doordarshan captivated audiences with iconic shows such as Ramayan and Mahabharat, becoming a cultural touchstone that brought families together. Television didn’t just entertain; it shaped public discourse and community bonds, setting the foundation for the diverse content that would follow.
The Cable and Satellite Boom: A New Era of Choices (1990s)
The economic liberalization of 1991 unleashed a wave of private cable and satellite channels. The introduction of Zee TV and Star Plus diversified content significantly, catering to niche interests and regional tastes. By 2005, India boasted over 200 digital channels, and by 2010, this number had surged to around 600. With a vibrant mix of English, Hindi, and regional channels, the media landscape expanded exponentially, offering audiences more choices than ever.
The Indian Media and Entertainment Industry (M&E) saw remarkable growth, reaching INR 2.1 trillion by 2022, with digital media contributing a substantial 27%. This shift was catalyzed by the pandemic, which accelerated the transition to digital consumption. During lockdowns, viewers flocked to entertainment apps, spending an astonishing 25 billion hours on digital platforms.
The Rise of OTT: Transforming Content Consumption
The introduction of Over-the-Top (OTT) platforms like BIGFlix in 2008 marked a turning point. However, it was Hotstar’s acquisition of IPL live-streaming rights in 2015 that truly revolutionized content consumption in India. Suddenly, viewers could access a wealth of on-demand content, leading to the rise of binge-watching culture.
The pandemic pushed audiences further into the arms of OTT platforms. Gulabo Sitabo (2020) demonstrated the power of unique storytelling outside traditional cinema, while Netflix’s Ludo became a sensation with its engaging narrative and ensemble cast. Similarly, Shershaah (2021) struck a chord with audiences, blending patriotism with romance, proving that biopics can thrive in the digital realm.
Series like Paatal Lok and Sacred Games showcased the potential for compelling narratives that resonated with viewers. These shows not only captivated Indian audiences but also gained international acclaim, pushing boundaries and elevating the standards for Indian content.
OTT platforms have become gateways to global storytelling. Spanish series like Money Heist found immense popularity in India, encouraging viewers to explore diverse content. The trend of cross-cultural engagement has enriched the viewing experience and inspired platforms to invest in varied narratives.
Innovations in storytelling are also transforming the medium. Bandish Bandits (2020) blended music with contemporary issues, captivating audiences and keeping them eager for more. Additionally, flexible pricing models, like the free release of Dil Bechara (2020), have drawn in record viewership, showcasing the impact of high-profile releases on subscription growth.
The Future of Media: A Dynamic Relationship
The rise of OTT has not only changed viewing habits but has also influenced traditional cinema, prompting filmmakers to adopt hybrid release strategies. Movies and series have become instrumental in shaping the Indian entertainment landscape, driving growth and redefining audience expectations.
Re-releasing films has emerged as a strategic move for studios to engage audiences, celebrate cinematic history, and adapt to changing preferences. By leveraging nostalgia and innovative marketing tactics, studios breathe new life into beloved titles, attracting both long time fans and new viewers.
As we look ahead, the relationship between cinema, series, and OTT platforms promises to evolve further. The future of media in India is not just about technological advancement; it’s about creating connections, fostering creativity, and continually reshaping how we engage with stories. With each new innovation, we are reminded that the journey from radio waves to streaming screens is just the beginning of an exciting era in Indian media.
(The author works for reputed Apeejay Education, New Delhi)
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