CHAPTER FOUR

What has not worked well in the Indian entertainment market

SUMMARY

The Indian market demands fresh storytelling, cultural sensitivity, smart execution and a deep understanding of evolving audience preferences. The industry must prioritise originality and quality over outdated formulas to succeed in the years ahead.

While the Indian entertainment market is experiencing robust growth, several trends and practices have underperformed or failed altogether. Here are key pitfalls and examples to avoid:

1. Over-reliance on Outdated Models

• Dependence on Streaming Platforms: Solely relying on streaming platforms to procure content has underdelivered. Post-Covid, OTTs have inflated content and talent costs, leading to unsustainable production models.
• The Freemium Trap: India’s price-sensitive market has tested the freemium model severely. Premium tiers have found only limited success.
• TVoD Failure: Transactional video-on-demand (TVoD) has failed. Subscription (SVoD) is stagnating, while ad-supported (AVoD) models still lack necessary scale.

2. Formulaic and Poorly Written Content

• Mindless Content Creation: Content without emotional or cultural depth fails to resonate with audiences.
• Star Power Over Substance: Bollywood films heavily reliant on big stars but with weak writing have flopped. Examples include Cirkus, Selfiee and Bholaa. Audiences now prioritise storytelling over celebrity appearances.
• Repetitive Genres: An overproduction of crime thrillers, cop dramas and formulaic supernatural shows (e.g. Naagin) has led to fatigue.
• Lazy Remakes: Poorly localised remakes of Western comedies or kids’ shows often fail because they miss cultural nuances. Baby John (a remake of a Tamil hit) also underperformed.

3. Ignoring Regional and Cultural Diversity

• Neglect of Regional Content: Ignoring vernacular and regional markets is a missed opportunity. Regional-language OTT platforms often outperform mainstream Hindi offerings.
• Overseas Platforms’ Blind Spots: International players often fail to understand rural India’s needs, widening the India-Bharat divide.

4. Poor Execution and Lack of Innovation

• Weak Originals: Expensive productions without strong narratives have struggled. Smart budgeting and audience insights are critical.
• Superficial Adaptations: Shows that copy Western formats without localising culturally or emotionally tend to flop.
• Failure to Embrace Shortform Content: Ignoring formats like YouTube shorts and Instagram reels means missing out on younger audiences.

5. Weak Gaming and Influencer Strategies

• Missteps in Gaming: Over-aggressive monetisation and poorly adapted gaming IPs alienate players.
• Influencer-driven Content: Relying solely on influencers without solid storytelling often results in poor scalability. Examples include Sasti Masti by FilterCopy.

6. Audience Fatigue with Traditional TV

• Linear TV’s Struggle: Younger audiences are disengaging from scheduled television. Long-running soaps like Yeh Rishta Kya Kehlata Hai and Kumkum Bhagya face declining viewership.
• Reality Show Saturation: Scripted emotional drama in shows like Indian Idol or poorly executed formats like The Big Picture have not sustained interest.

7. Poor Digital Integration

• Lack of Mobile Optimisation: Failure to create mobile-first content limits reach.
• Ignoring Data Insights: Brands that don’t leverage user data for content creation or advertising lose ground to competitors.
• Declining Traditional Advertising: Untargeted TV advertising is ineffective in a data-driven, digital-first landscape.

8. Slow Decision-Making and Risk Aversion

• Sluggish Contracting: Compared with international markets, deal-making in India is slow and cumbersome, discouraging partnerships.
• Risk-averse Streamers: Platforms excessively replicate previously successful formulas instead of innovating, leading to stagnation.

9. Structural and Regulatory Challenges

• Government Scrutiny: Controversies surrounding shows like Sacred Games, Tandav and Aashram have led to stricter censorship, culminating in regulations like the Broadcasting Services (Regulation) Bill, 2024.
• Threat to Creative Freedom: Increased regulation could impact freedom of expression and creative diversity.

10. Market Consolidation Pressures

• Big Companies Stifling Small Platforms: Mergers and acquisitions have reduced the space for smaller content creators.
• Challenges for Local OTTs: Local platforms struggle against global giants, exacerbated by lower CPM rates that discourage initiatives like FAST channels.

Key Takeaways

• Authenticity is critical. Stories grounded in cultural realities perform better.
• Star power alone is not enough. Strong IPs, compelling narratives and smart budgeting are the new essentials.
• Regionalisation is key. Success depends on respecting India’s linguistic and cultural diversity.
• Data-driven innovation wins. Audience insights should drive content and marketing strategies.
• Agility matters. Rapid, audience-first decision-making is vital in today’s dynamic environment.