It is very easy to create a space in the mainstream market, especially if it is a new market. Take the players like Netflix India, Disney+Hotstar or Prime Video. They made a large market out of the demand for alternative entertainment and we all know how OTTs are more influential than traditional cinema these days.
These platforms captured the mainstream market through shows like Sacred Games, Special Ops and Mirzapur. We are not saying that they didn’t put efforts for including diversity. They of course did with shows like Suzhal: The Vortex, Kohrra and 9 Hours but the overall industry failed to include diversity the way it should have been done.
But it looks like efforts are finally being made. With content aggregators joining ONDC, things will hike the level of linguistic inclusion which we have been highly vocal about.
Let’s help you understand this.
ONDC stands for Open Network for Digital Commerce. It facilitates the accessibility of digital content to areas which often remain untapped. When OTT content aggregators join a thing like ONDC then they are expecting their accessibility to a far wider range of audiences.
If customers are diverse then naturally the content will also come out to be more diverse than what it normally is.
Let’s hope that we see stories from North East, Karnataka, Chhattisgarh and many other places which generally don’t find a place in the mainstream entertainment.