The Indian entertainment industry is undergoing a massive transformation and the OTT experience on smartphones is shaping a new world of experiences across all generations. The diversity of content has finally put the audience on the right pedestal, shifting the power from distributors to consumers.

With the nation enjoying a plethora of content detailed Rajiv Bakshi, CEO, Reliance Entertainment's Big Synergy at a summit organised to discuss the future of OTT in India.

With the rapidly changing industry dynamics and the viewership on smart devices peaking across urban and rural households, Rajiv Bakshi underlined the digital video trend - from short videos on TikTok to advertising led youtube to SVOD models AmazonPrime Video and Hotstar; and how micro expectations are encountering the macro developments. To keep up with the times, the narrative in the digital world has responded amazingly, and as Bakshi expresses, "The content creators today have a great sense of the times and the diverse consumer demands. The art of storytelling is fast evolving, superior production capabilities and technology are also acting as a catalyst for transformation".

Discussing how Reliance Entertainment's Big Synergy has been a major player in bringing diverse and entertaining content to the audience, Bakshi shares, "We have delivered prime shows like Kaun Banega Crorepati, India's Got Talent, Dus Ka Dum to name a few, across TV channels. And how these shows brought about a narrative shift in TV broadcast and the company is similarly enabling new trends in the OTT space."

"The Current generation is also witnessing a revolution in the interface between media and the devices. An interesting insight at the talk was how OTT has emerged as the greatest arena where cinematic experience has become the norm, differentiating it from TV.