The consumption of OTT content has manifolded in India over the last few years. From just two OTT services in 2012 to about 40 players now, the streaming revolution has come a long way. The COVID-19 induced lockdown that put everything on standstill for a longer period has further accelerated the boom of the OTT market that was already seeing unprecedented growth thanks to its quality content-based web shows. With the viewership currently at an all-time high in India, the OTT platforms are investigating thousands of crores to create local stories and helping them to keep up with the growing demand for new content are local Bollywood production banners.
The Hindi-language production companies are all venturing into the digital space and many have already chalked down their digital strategies. Farhan Akhtar and Ritesh Sidwani's Excel Entertainment, Shah Rukh Khan's Red Chillies Entertainment, Raj & DK's D2R Films, Sameer Nair's Applause Entertainment, Ajay Rai's JAR Pictures, and Vikram Malhotra's Abundantia Entertainment among others have already produced films and shows for various OTT platforms whereas some companies are working towards plunging into the digital world soon. Bigwig producers like Karan Johar and Dinesh Vijan have set up a separate content division to specifically produce digital stories. And now, it's heard that the biggest film production company of India — Yash Raj Films is also marching into the dynamic world of digital entertainment.
Peepingmoon.com has exclusively learned that Aditya Chopra is soon venturing into the OTT content production. The filmmaker is set to form a separate digital division under his YRF banner that will produce exclusive feature films and web series in both fiction and non-fiction space for various OTT platforms. Moreover, the head-honcho is on the verge of signing an exclusive multi-year partnership deal with a leading International streaming giant to produce multiple projects that appeal to the sensibilities of the modern-day audience. YRF's this dramatic leap is expected to bring a destructive change to digital entertainment in India.
"Yash Raj Films has always embraced the digital age. When OTT and long-form content were not a norm, the company produced several critically acclaimed Television shows ushering a new wave of television viewing experience back in 2010. Limited episodic shows such as Rishta.com, Powder, Seven, and Khotey Sikkey were daringly different, contemporary, and in line with the sensibilities of a modern Indian family. Under the new digital subsidiary, YRF now intends to set the bar of OTT contents higher with its production values," an industry source informed us.
YRF is mostly known for its cinematic vision, high production value, and better quality content, and they're expected to bring the same standard with their OTT projects too. Their films and shows will be distinct in their look with fresh, contemporary and engaging storylines that reflect the dreams, aspirations & passion of young India. An in-house creative team of the company has already started working on its OTT slate!
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