The quest for a lucrative Over-The-Top (OTT) deal remains elusive for many Kannada films, with only a handful managing to secure agreements with mainstream platforms. Amazon Prime Video emerges as the coveted destination, yet it selects only a fraction of the Kannada films released annually, sparking debates about the necessity for a dedicated local platform.
While such platforms exist, their limited content fails to inspire confidence among potential subscribers. Filmmakers cite this limitation when rejecting proposals from local platforms. The prevalent sentiment revolves around the perceived brand value associated with having a film on Amazon Prime Video.
Why Prime Video?
According to OTTPlay, Vijay Prakash, CEO of Namma Flix, elucidates that filmmakers prioritise brand recognition over revenue-sharing models offered by local platforms. The allure of platforms like Amazon Prime Video lies in the visibility they provide to films, notwithstanding modest revenue returns.
Namma Flix offers alternative business models, including minimum guaranteed payouts coupled with revenue sharing. Despite challenges, efforts to enhance content visibility and distribution networks persist.
Appeal For TVOD Among Kannada Audiences
Aravind Mothi of Aneka Plus OTT underscores the appeal of TVOD (Transactional Video on Demand) models, empowering filmmakers to set ticket prices and control content distribution. However, the reluctance of filmmakers to explore such models remains a hurdle.
Rathnapuri V Bhaskar advocates for a digital theatre model to combat piracy and ensure simultaneous global releases. Despite innovative propositions, industry acceptance remains elusive.
Amidst discussions, it becomes evident that Kannada audiences exhibit varied preferences and may not readily embrace TVOD models. Unrealistic expectations from filmmakers further complicate negotiations, with some favouring intermediaries despite equivalent distribution channels offered by local platforms.
As the industry navigates these challenges, the focus remains on expanding content libraries and improving quality to attract both filmmakers and audiences alike. Only through concerted efforts can the Kannada film industry bridge the gap between aspiration and reality in the OTT landscape.
(Also read: FEFKA And PVR-INOX Resolve Disputes Over Compensation, Malayalam Films To Be Screened From Tomorrow)
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