“It is a question of when and not if”, states Chidambaram Natesan of TrendLoud. Talking on the changes that are set to affect the vernacular digital content space alongside the content consumption, he mentioned the same.
Director Balaji Mohan with his debut in web series, As I’m Suffering From Kadhal, on sizzlingstar in 2017, was amongst one of the few willing to experiment with the vernacular content on a platform that was largely viewed as an import from the West.
But, since the last two years things have changed and the course in that the influx of content in Indian languages has also widened the scope of experimentation for even the regional streaming platforms like Zee5, who are on a rigorous lookout for providing more content to their subscribers.
As per a discussion held on the opportunities and platform’s growth potential held between one of the stakeholders in this business — Chidambaram Natesan, CEO, TrendLoud India with a major media house, a lot of things became uncovered.
Answering the query on firms looking to build a content library, he said, “Yes. There are two ways we can do this. One is to bring in established creators like Balaji Mohan or Vivek Kumar Kannan (director of Karoline Kamakshi) and ask them to execute a project for us.”
He further added, “We can encourage next gen content creators to come to us. They can use our space, and in turn we offer them the assistance of our script developers and doctoring team to help fine tune their content before approaching the best technicians available to finish the project.”
On being asked, about Who/what will influence that change, he said, “Netflix and Amazon Prime. They are testing the regional content market now. The moment they step in, the scale and budget of our web series will go to another level because they will not find negotiating the commercial model difficult. This industry will be 25 times bigger when that happens.”
The entry of a lot of competitors in the OTT screening domain, it is definitely going to be a big challenge to compete for new and innovative content for the viewers on board.