Sandalwood is slowly marching into the world of Digital Platforms and we feel it’s a great opportunity for the filmmakers, audiences and the Digital Partners. Its a win-win situation for all the parties involved. The Digital reach out to the people has only maximized in leaps and bounds and the content is being delivered just at finger click.
Earlier, the sources of revenue for producers was mainly depended on the distribution, Theatrical Ticket sales and the satellite rights. However, now since major online content bureaus have opened up to unveil multiple opportunities. Some of the popular American streaming services like Netflix and Amazon Prime Video have already embarked on the Indian Digital space and all set to revolutionize.
The Entertainment Industry experts feels that the logistics of Indian film production, distribution and marketing etc are clearly responsible for filmmakers to increasingly look beyond theatrical exhibition and get into Digital Platforms to earn Profit after ROI. Thus, this avenue is helping producers and filmmakers to lower down the financial stress in much easier and simpler way.
As per the Data from PwC, The OTT (over-the-top) video market in India is growing at a CAGR (Compound Annual Growth Rate) of around 23 per cent. India provides a huge opportunity for online video providers. Apart from the traditional OTT Players in the market, major broadcasters in the country have also invested in this segment and launched their own OTT platforms. The main hindrance to the OTT market in the country is the average price for cable and satellite subscriptions, which limits subscription revenues for the OTT players.
However, the OTT Market for Kannada films is currently in a sprouting stage and producers are pulling out all the stops to land a digital contract as this would definitely recover significant part of the investment. In other words, it’s a win-win situation for all the parties involved. Industry experts feels that the film rights can be bought for anything between a few thousands to a few crores which can be paid in installments over a period of time.
India’s improving internet infrastructure have opened the floodgates to such OTT Video Streaming System. It’s a market-driven system, the producers have now started to divide the satellite and digital rights separately apart from theatrical rights in the hope that they will bag a deal with streaming service providers. Amazon Prime Video and Netflix have long trailed local services in India, and that gap has only widened in recent months. U Turn was the first film To Enter Netflix, which was then followed by Ondu Motteya Kathe, Shuddhi, Rama Rama Re etc. So the number is only growing with passing time and for a record, currently there are 9 Kannada Films available on Netflix. While on the other hand Humble Politician Nograj was the first Kannada film made available on Amazon Prime Video.
Compared to Netflix, Amazon Prime Video is yet to make its presence felt in Kannada film Industry. Nevertheless, it looks like Amazon is ahead than Netflix both in terms of content and the subscription pricing. Amazon offers a yearly subscription at ₹999 and ₹129/Month, whereas Netflix basic subscription starts from ₹500/Month.
These avenues have opened many doors for everyone right from filmmakers to the film consumers and indeed can be considered a boon. The time constraints, challenging environments have only given birth for such innovation to make things available similarly what we had in the past but in much more effective and smarter way. While the producers/filmmakers can feel safe for having so many sources to rely on to recover their ROI and earn profit; eventually bailing them out from all kinds of financial stress. The Digital Platforms, the streaming services are here to stay for a long run. And this is definitely going to be a game changer!