Film critic Mayank Shekhar recently voiced his concerns over the blurred lines between genuine content and “sponsored content” on over-the top (OTT) platforms, using singer AP Dhillon’s new documentary on Amazon Prime as an example.

Drawing a parallel with influencers on Instagram, Shekhar emphasized the need for clear labelling to maintain viewer trust.

What Happened: Shekhar expressed his reservations in a LinkedIn post about the AP Dhillon documentary series on Amazon Prime, suggesting it felt more like a promotional piece. He remarked on the apparent lack of depth in the content, asking why it wasn’t simply categorized as a celebrity interview on a platform like Zoom TV.

Why It Matters: With the proliferation of OTT platforms and the vast array of content available, viewers rely on these platforms to provide genuine, unbiased content. When the lines between editorial and promotional content become blurred, Shekhar argued that it can erode viewer trust. Shekhar’s call for transparency underscores the importance of clear labelling, ensuring that viewers are aware of the nature of the content they’re consuming.

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