T-Series, India’s largest music label, plans to enter the over-the-top (OTT) content space this year and aims to produce 3-4 long-format web originals annually.
What Happened? Per an article by the Mint, T-Series, which commands the highest number of YouTube subscribers for an Indian channel, has already started producing films and has lined up a biopic on the life of choreographer Saroj Khan and acquired the rights to a book on the life of VG Siddhartha, the founder of Café Coffee Day.
The label has plans on several other shows and movies, including a show with director Hansal Mehta and a full-fledged musical for Amazon Prime Video.
Shiv Chanana, senior vice president of films at Super Cassettes Industries Pvt. Ltd, which owns T-Series, told Mint that the company is looking to launch 4-5 direct-to-OTT movies every year in response to the rise of OTT platforms since the onset of the pandemic.
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T-Series has five shows in various stages of development and is working on both platform-commissioned series and pitching ideas to OTT services for content. The company will primarily shoot shows in Hindi but will dub them in multiple languages.
Chanana said that T-Series is looking to focus on what works best and not green-lighting anything in a hurry. The company will release four to five direct-to-OTT movies annually across streaming platforms.
T-Series’ move comes amid cost-cutting initiatives by OTT platforms, including reducing budgets for content, in the face of rising piracy cases and muted subscriber growth, impacting revenue.
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