The number of screens on which content is today enjoyed in India has quadrupled. And, with more screens, content has become even more diverse, high pitched and exponentially more entertaining. Further, this trend is true for all Demo groups; nothing short of a content revolution.

Powered by Promax, Rajiv Bakshi, CEO, Reliance Entertainment's Big Synergy held a panel discussion on 29th of May, 2019 to discuss the impact of this transformative medium - OTT. With 'OTT: To infinity and Beyond' as the topic of the panel discussion, the session was filled with insights on the trends, possibilities and emerging opportunities such as AI and VR led digital content.

The esteemed panelists led by Rajiv Bakshi, CEO, Reliance Entertainment's Big Synergy included Vijay Subramaniam (Director and head content - Amazon), Ali Hussein Hussein (COO - Eros Digital), Aparna Acharekar (Programming head - Zee5), Gautam Talwar (Chief content officer MX Player), and Zubin Dubash (COO Digital, Shemaroo entertainment).

"First off, despite 32 streaming services, the panel suggested that its early days to call `consolidation`. Market is fast evolving and so will the OTT players. But the market is wide and huge and very contrasted. Very many can and will exist. So jury out on the count. In fact, new ones have entered the fray and more would enter.`

"Risk is apparent in the business, but insights data, can minimise it. However, experimentation for new is the norm, that OTT will live by.`

`While on one had the viewer for Indian content sits in far and small rural clusters, but equally so in 135 plus countries around the world."

` Television Broadcast and OTT are very contrasted and therefore a comparison is not as simple. For example, OTT consumption continues to peak beyond 11 pm by which time the TV viewership dips dramatically. Consumers have different expectations from the two platforms.`

Panel was divided on whether the consumer follow a show or are loyal to a platform. Both arguments held merit, perhaps driven by unique business models of each platform, ranging from free to subscription based and even hybrid.

Talking about consumption by language, panel added, `English is limited but much higher as a percentage comparison to television. Distribution is much broadbased and directed. However, bulk of content consumption will continue in native language, led by Hindi. Further, there is a new language for OTT emerging, which is far more colloquial. Dubbing, subtitling, etc - all I happening on OTT."

With the diverse set on the panel discussion led by Rajiv Bakshi of Reliance Big Synergy, an intensive discussion on a range of issues including the challenge of piracy was highlighted.