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India’s largest music label, T-Series, is set to foray into the over-the-top content space this year and is looking to produce 3-4 long-format web originals every year.
Usually most theatrical releases have met with poor response from the audience, T-Series is also looking to launch 4-5 direct-to-OTT movies every year. “OTT platforms have emerged in a big way since the onset of covid, and most people are turning to them for a daily dose of content. As a content provider, we cannot leave the opportunity of catering to that base of consumers," Shiv Chanana, senior vice president, films, Super Cassettes Industries Pvt. Ltd.
The company has five shows in various stages of development, and is working on both platforms commissioned series, and pitching ideas to OTT services for content. Budgets for the content may vary between ₹20 crore and ₹100 crore, said Chanana. Genres such as comedy, thriller and biopics, the firm is also playing to its core strength to develop a full-fledged musical for Amazon Prime Video, he added.
These shows will primarily be shot in Hindi but subsequently be dubbed in multiple languages, in line with strategies of OTT players. The company has five shows in various stages of development, and is working on both platforms commissioned series, and pitching ideas to OTT services for content. Budgets for the content may vary between ₹20 crore and ₹100 crore, according to Chanana.
While dabbling with genres such as comedy, thriller and biopics, the firm is also playing to its core strength to develop a full-fledged musical for Amazon Prime Video, he added. These shows will primarily be shot in Hindi but subsequently be dubbed in multiple languages, in line with strategies of OTT players.
T-Series’ move comes amid cost-cutting initiatives by OTT platforms, including reducing the budgets for content, in the face of rising cases of piracy, and muted subscriber growth, which are impacting revenue.