The entertainment industry is evolving, and with any evolution, there are instances of trial and error. Ekam, a new series, is conducting an experiment that might challenge the dominance of the OTT giants.
But what exactly are they doing?
Ekam’s makers aren’t using any OTT platforms to stream their show. Instead, they have launched their own website to stream the show, requiring viewers to pay to watch it. The payment model comes as a surprise—if you want to stream the show, you need to pay ₹149, which is quite high for the Indian market.
In comparison, some major OTT platforms offer monthly subscriptions at a lower price. Platforms like Zee5, SonyLIV, or even Prime Video provide their monthly services cheaper than this.
This is definitely a brave step by the makers, but it doesn’t seem like an effective one. Fans are already paying a lot to the OTT giants, and one more payment might not be welcomed. While fans might consider the cost, there remains a significant doubt about its acceptance.
Ekam’s decision to bypass established OTT platforms and charge ₹149 for their show on their own website is bold but risky. Given the competitive pricing of major OTT services, this high cost may deter viewers already paying for multiple subscriptions. While innovative, this approach seems unlikely to succeed in the price-sensitive Indian market.
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