Like there is one Hollywood in the USA or one Japanese Cinema, there is nothing defined when we say Indian cinema. It is rather “Indian cinemas’ when we have films in several different languages and god knows how many genres.
After the arrival of OTT as well, some platforms tried to bring together movies of several languages but it remained just like a token diversity. It was not a real aggregation of content from various languages. As a result, there was a rise in many different OTT platforms that served in a particular language. For instance, Hoichoi is meant only for Bangla-speaking audiences, while Aha is meant for Telugu and Tamil audiences.
But these are somewhat prominent markets. Let’s think about an industry like Punjabi. Yes, there are stuff like Kohrra, Tabbar and CAT, but they are meant for Hindi-speaking audiences more than the Punjabi audience.
Recently, actor Gippy Grewal revealed that the preference of the Punjabi audience is still on the big screens and not the OTT market. A major reason behind this is the utter failure of the OTT platforms to penetrate the regional markets. ThMostamil and Telugu, apart from Hindi films, get the market, but the rest of the languages are more or less abandoned by the market.
How will it be fixed? Probably it won’t be fixed because of the market size and demand. It will be like this until or unless other industries break boundaries the way the Telugu movie industry did.
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