After the long, snobby and trite saas-bahu dramas ruling the Indian television for decades, the concept of web series became an instant hit among the audiences. With contemporary stories, fresh new faces and full power entertainment, the web television has become the new trend for the tech savvy generation. It all started in October 2014, when The Viral Fever (TVF) launched Permanent Roommates a show that resonates about Millennials and the content was something which the television can’t provide.
The Study noted that with the ongoing digital boom an average Indian spends 2 hours and 25 minutes on the internet which is more than any other medium. Web series are not only grabbing viewers’ eyeballs but are also disrupting the growth of Indian digital media segment to reach INR 20000 crores. It is said that by 2020 the digital ad space will grow by 23-28%.Further to meet this over the top web series trend OTT players have tied up with original content producers and celebrities to cater and engage their internet savvy audience.
To offer tailoring concepts for the millennial population YuppTv India’s largest and oldest OTT player have initiated their partnership with Arre, the multi genre digital media brand. YuppTv Bazaar the service which was launched last December will initially host- A.I.S.H.A – My virtual Girlfriend and I Don’t Watch TV to cater their viewer’s interest.
nexGTv India’s biggest subscription driven video entertainment app and India’s largest celebrity digital network, unveiled their unique association with renowned international celebrity and Bollywood Superstar Priyanka Chopra to create It’s my city- an original 14 part mobi series about four girls on a journey of life, love and lunacy in the big city of Mumbai. The series revolve around the everyday lives and struggles of four young girls- Manika, Sonali, Tina and Nikki-living together in the same flat in Mumbai.
Hotstar world’s largest OTT players have come up with exclusive series of Sarabhai vs Sarabhai take 2 which will be aired every Monday to immerse the viewers in the quirky world of Sarabhais for 30 minutes a day.
Time Out an exclusive series which aired on Voot and starred Tahir Raj Bhasin and Sarah Jane Dias, is a series about a urban couple who while dealing with pressure of a job and married life, along with weight of expectations, decides to hit the pause button in life. What appealed to the younger audiences was the refreshing take Time Out provided on marriage, which is otherwise a subject of great interest for people in nearly every age group.
