The recent ban on Ullu, ALTT, and over 20 other OTT apps for indecent content might look like a strong move. But the reality is different. These platforms may be gone for now, but the content will return in a new form.
We want to make it absolutely clear that we are not in favour of serving soft porn on OTT. It has many dangers to society, and it must be checked. However, there is a bigger picture we need to consider, especially if we want solutions.
Soft porn apps are highly profitable. They have a strong viewer base, especially in smaller cities and rural areas. The cost of production is low and the demand is steady. So when one app is banned, a new one usually pops up. Sometimes it is run by the same people, just under a new name and domain.
This is not a new trend. When PUBG was banned in India, it came back with a new name and minor changes. The same thing is likely to happen here. Banning is not the same as stopping.
Legal action takes time. It can take years to track and block new apps. In that time, these platforms grow again, earn money, and reach millions of viewers. By the time authorities react, the cycle has already repeated.
The bigger question is not about how to ban such apps. It is about why they are so popular. Until that is addressed, these platforms will keep coming back. A ban might slow them down, but it will not stop them.
If real change is the goal, the focus needs to shift from blocking content to understanding the audience and offering better alternatives.
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