Since the rise of OTT platforms, the area is completely dominated by big platforms such as “Netflix” , “Amazon Prime” and many more, and they deliver a diverse range of movies and web series to the audience.
But, have you ever noticed that these platforms have a very minimal amount of regional content ? Does that mean there are no regional web series or movies?
The dominant OTT platforms are no expert in bringing some regional content, that’s why there is a shift in the game of OTTs. The regional platforms are starting to show up slowly but gradually.
Saugata Mukherjee of SonyLIV, says, “We have just started our regional journey in terms of first originals. We have been buying films in three languages specifically: Malayalam, Telugu, and Tamil. We have acquired 24 films like ‘Maanadu.”
Platforms like Sonyliv who barely touched regional content are bringing some regional content to their list, which will not only help the platform grow but also help the advertisers.
Advertisement only works in regional places where it is reachable, which is not possible in big platforms. So, when it comes to regional OTT or regional content advertisers get the chance to showcase their capability, which is more relatable to the audience and generates more ad revenue.
Mukherjee also added, “Our original content is behind the paywall. We started the year with ‘MasterChef’ in Tamil and Telugu, the first time we were bringing unscripted shows in these languages. We will have more focus on Southern states and aim to be as local as possible. We want our advertisers to see that our shows are not just another Hindi show but unique and hyper-local,” he added.
With the rise of regional OTT it can be a game changer for the advertisers.
Regional ott platforms cater to a specific language or culture, this will allow the advertisers to do campaigns with a targeted niche, which will eventually be more relevant to the audience as well.
With the help of a regional OTT audience will feel more connected , which will naturally generate more ad revenue, as well as the regional otts are less saturated than the mainstream ott which will allow advertisers to stand out more.
Now, with this slow but gradual process there could be a big change in the sector of advertisement.