By now we all know the importance of OTT/digital platforms and their impact upon our lives, the pandemic having the environment around us. With cinemas remaining closed for several months & with several issues plaguing the entertainment sector even today, it’s very unclear as to how things would turn out for the industry for the rest of 2021 as well. While the Internet and Mobile Association of India (IAMAI) has been in the news of late for the development of a ‘toolkit’ by 17 major OTT platforms, in line with the implementation of the self-regulation code that was introduced in 2020, now they have made a major announcement, all these 17 major OTT platforms will offer one month’s free subscription to Indian consumers.
This special offer is to be rolled out from 12th April 2021 and will remain valid till 11th May 2021. Exact details of the subscription and guidelines will be shared by the individual platforms and this is expected to be announced very shortly. Taking the industry and markets by surprise, this announcement seems to be clearly an attempt to incentivise the Indian film and television audience, enabling many who haven’t yet warmed up to the OTT platforms to give it a go. Also, the majority of the OTT subscribers in India are those who would not have access to more than a few (3-4 at best) of these platforms, this trial offer would help them to check out the other major platforms as well and decide whether or not to opt for their regular subscription later on.
The 17 major OTT platforms who have agreed to offer this one-month free subscription include ZEE5, Viacom 18 (Voot), Disney+Hotstar, Amazon Prime Video, Netflix, SonyLiv, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, Aha and Lionsgate Play. It’s interesting to note that some of these OTT platforms have already been trying to attract new subscribers with some interesting offers from their end. While some of them have tied up with telecom players like Airtel, Vi & Jio to offer free or discounted subscription, Netflix recently did a trial by offering a free weekend to all those who registered during that period. Aha Video, the leading Telugu OTT platform as well as Zee5 have offered huge discounts on their yearly subscription plans recently and MUBI has come up with an attractive 3-month subscription plan. None of the platforms were willing to comment on this development openly when we tried to reach out to them. However according to a spokesperson belonging to the IAMAI “this is a welcome decision taken by all these major platforms and at the right time. While the platforms would benefit by increasing their subscriber base, the consumers would benefit by getting to experience the OTT platforms of their choice….”
Now doesn’t this come as a sweet surprise to us and make us all look forward to this Indian New Year Bonanza being offered by the leading OTT platforms? Well, you are not alone then as we at MAM would probably welcome such news as well. At this moment here’s wishing all of you a very Happy April Fool’s Day Ha Ha Ha 😀 !!!
P.S- The whole post is intended only as an April Fool’s Day joke and not to be taken seriously.