Time has Finally Arrived for Indian Digital Content Creators

By Pickle  October 15, 2018

The wide level of internet penetration plays a huge role in the advent of Digital media. Easy access to the network makes it possible for the people to access the digital media anytime and anywhere, says Kandaswamy Bharathan, Joint Managing Director, Kavithalayaa. Kavithalayaa is at MIPCOM with its Digital series ‘Harmony with AR Rahman’

The Internet is the greatest thing that ever happened to the entertainment industry –Michael Ovitz.

India has always been the home for media content. There has been a steady increase of 11-12 per cent every year in the number of people turning towards Digital Media. The advent of Digital India Initiative in the year 2014 has played a pivotal role in the growth of
internet penetration. With almost over 477 million internet subscribers and over 300 million smartphone users in India (according to an EY study 2018), Digital Media is getting the necessary traction. This has enabled platforms like Netflix, Amazon Prime, Hotstar etc.
to make their foray to get their slice of entertainment and business. ‘Binge watching’ web series became a house-hold habit. With the TV programs now being aired on digital platforms and applications, statistics shows that the number of people using their mobile to watch these shows are almost equal to that of the ones watching in television.

Social media is playing a huge part in propagating Digital Media. The Digital India initiative is noteworthy due to the ‘word-of-mouth’ culture that’s prevailing among the youth centric crowd which dominates the social media. The wide level of internet penetration also plays a huge role in the advent of Digital media. Easy access to the network makes it possible for the people to access the digital media anytime and anywhere.

India is not only known for movies and fictional content. We have noteworthy documentaries and non-fictional shows as well. Kavithalayaa is a 37-year-old production house, founded by the maverick story teller K Balachander, with 58 films under its production belt, and over 110+ serials to its name, has stepped into the Digital OTT platform with its very first non-fiction digital series ‘Harmony-with AR Rahman’, which is streaming globally and exclusively on Amazon Prime Video from August 15, 2018.

‘Harmony with AR Rahman’ is a curated musical and a visual exploration of the versatility of Indian music across years, transcending all barriers. Epitomizing the idea that “Sounds are many but Music is one”, this series is a true celebration of music with Mr Rahman
bringing about the mind, body and soul in harmony with themselves and with Mother Nature.

The five-part digital series which was aired this year on Amazon Prime, has Rahman travelling across the country in real-time to meet the musicians in their very own dwellings and experience their traditional art forms. As the series unfolds the lives of the musicians,
their day-today practices, performances and teaching of their craft to students, their stories of struggle and the challenges that come along, the audience will get to understand what it means to keep such a rich musical heritage and tradition alive in the 21st century. With viewers from India, USA and UK, this series has a rating of 9.5 in IMDb.

Indian content with international appeal has achieved a wide reach and a discerning global audience that has grown steadily. With an internet savvy audience and one of the youngest populations of the world (65% of India’s population are under the age of 45), the need for selecting the appropriate content has never been more critical. The OTT players in India sign up deals with both the television companies and digital platforms where the content either gets released on TV or the digital platforms first and then made available in the latter. They have to be on the constant lookout for fresh, differentiated and engaging content. The EY study forecast says that by 2020 the number of online consumers in India is expected to cross 4 million. So, the time for Indian content creators has finally arrived!

Write a Reply or Comment

Your email address will not be published. Required fields are marked *


20 Work in Progress Tiltles Unveiled for Goes to Cannes

Dedicated Cannes XR Virtual Edition from June 24-26

Getting Back to Business, Reveals Media Consumption Pattern

Cannes 2020 to Announce Festival Selection Lineup on June 3

Annecy VR Works Selections for Digital MIFA Market

Film Bazaar’s Work in Progress Films from India Goes to Cannes Virtual Market

Navigating Virtual Cannes Film Market 2020

Meet the Streamers: HBO Max & Quibi Keynotes at Cannes Virtual Film Market

Screen Moms; Best Movies to Stream on Mother’s Day

Vijay Deverakonda: The Lovable ‘Rowdy’

Sai Pallavi: Natural Beauty is a Natural Actor Too

Cannes Virtual Film Market Registration Opens May 13

COVID-19: Nuggets from Netflix’s Ted Sarandos on Filming and Safety Protocols

Maitreyi Ramakrishnan is New Sensation in Netflix Original Series Never Have I Ever

The Best Movies of 2001-2019 Not Streaming in OTT Platforms

Best Movies of the New Millennium Streaming Now

Best Movies of the New Millennium Streaming Now

Best Movies of the New Millennium Streaming Now

Best Movies of the New Millennium Streaming Now

Best Movies of the New Millennium Streaming Now

Annecy Unveils Virtual Film Festival and Market in June

Roskino to Host Russian Virtual Digital Content Market from June 8

27 Rishi Kapoor Films to Stream at Home Now

Virtual Nab Show Express will Take Place May 13-14, 2020

51 International Film Festival of India, Goa ( 20 -28 November, 2020)

Films to Watch in 2020

FFO Rolls Out Red Carpet For Foreign Filmmakers

INDIA@BERLINALE-Indian Cinema’s Voices Emerging

51st IFFI TO Mark Satyajit Ray’s Centenary Celebrations

Berlinale 2020: India’s Laila Aur Satt Geet Selected for ‘Encounters’ Section

Prateek Vats’ Eeb Allay Ooo! in Berlinale Panaroma

Berlinale Shorts: Ekta Mittal’s ‘Gumnaam Din’ to showcase of pain of separation

Berlinale Talents: Seven Indians Make It to the List

My Salinger Year is the Opening Film at 70th Berlinale



Berlinale Forum Celebrates Golden Jubilee in 2020

Berlinale 2020 Poster Unveiled

British Actor Jeremy Irons Will Be the Jury President of Berlinale 2020

Amit Khanna: The Renaissance Man

Fantastic Friend




10 Achievements of Amit Khanna

Reflections on Amit Khanna

Valuable Moments

India Enchants John Bailey

The Big Bachchan of Bollywood


IFFI 50 & Fantastic-Lifetime Achievement Award to Isabelle Huppert





Infusing Life With Dubbing AT VR Films & Studios

Transforming Hollywood from pixels to voxels

Government of India committed to Safeguard IP content: Commerce Secretary

Must do Things at AFM

Why India Attracts Foreign Filmmakers

Architect of AMAZEMENT

Pickle at MIPCOM 2019


Super Audio: Licensed to Thrill

Jungle Book Season 3 Ready

Sailing well in Animation Waters

Issuance of VPL in India

Editor’s Note: 44th Toronto International Film Festival Pickle Sept 2019 Edition


Seven Indian Indie Filmmakers To Watch

Indian Cinema Of Today: A Culturally Responsive Artifact

Indie Resurgence

Indian Films At Toronto a Sparkling Quartet

A Call From Uttarakhand For Filmmakers Of The World

IFFI Matters @ 50

Four Indian Films at the Toronto International Film Festival 2019

India Pavilion at Toronto International Film Market 2019

Made in Afghan Film ‘Hava, Maryam, Ayesha’ To Compete at Venice Festival

Keerthy Suresh: The Mahanati of Mahanati. Best Actress, National Film Award

Uttarakhand Bags National Award for Most Film Friendly State

66th National Film Awards Winners for 2018

Watan Adds Colour to Indian Independence Day

dream hampton and Brie Miranda Bryant to Feature in MIPCOM’S Women in Global Entertainment Lunch 2019

Making a Song and Dance of it

NFDC Invites Applications for Production of Films in Indian Languages; Deadline September 8, 2019

IFFI Calls for Entry for Indian Panorama in 50th Edition

Ease of Filming in India

Come, Film In Inida

Why TikTok wants to invest $1 billion in India?

Priyanka Chopra’s The Sky is Pink Set to Premiere in 2019 Toronto Internaitonal Film Festival’s Gala Section

Gitanjali Rao’s Animation Feature Bombay Rose to open Critics’ Week at Venice International Film Festival

76th Venice International Film Festival to Open With Hirokazu Kore-eda’s ‘The Truth’

Indian Cinema’s Soft Power Misses the Mark in Nirmala Sitharaman’s Maiden Budget Speech

Shahid’s Kabir Singh Becomes Top-Grossing Film of 2019

Finance Minister Proposes FDI Norm Relaxation in Media

Media & Entrtainment as Champion Sector Figures in the Economic Survey 2018-19

Indian Cinema’s Steady Rise on Global Stage

Glimpses of the future

IFFI Marching Towards 50th Edition

India – Revolution Over The Top

Cannes or Netflix? Is Netflix an acceptable remediation for Cannes’ decades-long little regard for Indian Cinema?

Play Small & Live Long Did Wonders for Me

Telangana very Proactive for Growth of Entertainment Sector

Netflix unveiles mobile plan for India at Rs 199

Film Craft Revitalized

Shooting Locales in India – Sikkim


About Us

Contact Us

Connect With Us