Launching an OTT platform is easy. But to make it successful is a different matter altogether. Of course, even the former is easier said than done. But, the latter is always a difficult thing. We are getting an idea on both the counts, for example, with one of the players Aha Video App.
The streaming platform is a Telugu only service. The content is entirely Telugu. It caters to Telugu audience, primarily. Ideally, one would think it should be enough when sticking to a particular segment, but Aha Video App is proving precisely the opposite.
The fact of the matter is no matter how regional specific one is, it has to deal with giants. The Netflix and Amazon Prime Video and other similar services also acquire Telugu movies. Since they have a bigger viewer base and offer a higher price, the biggies opt for them.
The only way to counter is making biggies frequently, and that can’t happen. What we are getting instead is a low budget, second rung productions starring ‘now forgotten’ heroes and actors. They are not generating the required interest. Also, there has to be a continuous supply of new content.
Aha Video App is still lucky to be the first and ‘only’ in Telugu space. Similarly, there is HoiChoi in Bengali market. But, for new entrants, they have to bleed content to stay in the race literally. It might, therefore, not be a feasible idea. We have to see if anyone dares in regional space under the present conditions.
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