Indian Media in the Age of OTT: Navigating Challenges and Regulatory Necessities

Abstract

This research tries to study the growth of OTT platforms in the last year in general and during the Pandemic in particular. The media industry is proliferating in India and is expected to be the leading Industry in the world soon. It is, therefore, essential to study the extent of the increase in the popularity of OTT platforms during a pandemic and to ascertain their future scope. Although even with their launch, OTT platforms have seen an upward trend in their popularity and subscribers due to the Lockdown and partial to full closedown of traditional media avenues during the Pandemic, there has been a multi-fold rise in popularity. According to Industry experts and data available, T.V. is the largest of the media industry market. However, the OTT platform will soon overtake print and film and challenge the T.V. segment. Since there is no regulatory body to regulate these platforms, of late, there have been numerous cases where the people, government, and court have commented or desired that these platforms be regulated.