Amonth ago we put Ormax’s Shailesh Kapoor on the cover; his company is in the business of testing all kinds of video content for commercial viability. The newest and arguably most exciting kind of content in their proverbial lab is OTT content. Our understanding of the OTT genre, from a content and creation point of view, grew a notch through our chat with Shailesh. He offered theories on the reason most of these shows tend to be visually and thematically dark, for instance.
This time, we decided to up our knowledge of the OTT space some more by asking content heads of various OTT platforms about the challenges they face while making their shows. And we don’t mean business challenges; we spoke to them about the creative hurdles they face while putting their content together – right from ideation to execution.
One of the biggest challenges is – the dearth of good script writers. Not surprisingly, this is something the feature film fraternity laments about as well. OTT, as a segment of content, needs its own sensibility. And that will happen when writers pen stories for this medium specifically, without letting the ‘TV style’ or ‘movie style’ of writing dilute their craft. Storytelling works best when not shackled by formulae and numbers, after all.
Presently, OTT platforms appear to be playing the volume game. But there is some such thing as too much content. Going forward, the name of the game will change, as it should, and excellent quality will become a hygiene factor. Moreover, in such a scenario, cracking the variety code is a challenge content heads foresee; OTT desperately needs more genres.
Though it goes against the inherent goals of OTT platforms, I wonder whether the content teams that run them, will, inadvertently or otherwise, develop their individual platform brands basis the content. Say, will there ever be an ‘Amazon type’ show? A distinct ‘Netflix style’, perhaps?