Mumbai: In today's digital age, the way entertainment is consumed has evolved drastically. With the advent of smartphones and affordable internet access, digital platforms have gained immense popularity in India. As a result, digital content creators have emerged as perhaps the most engaging, relatable and captivating entertainment sources for viewers. It’s almost appears as if this is the last leg of the good old days where families gather around the television to watch their favourite TV shows at a scheduled time, but is that really so?
The rise of Digital and OTT platforms has revolutionised entertainment consumption. Viewers now have the freedom to stream content of their choice whenever and wherever they want. The convenience and accessibility offered by digital platforms have attracted a growing number of Indian audiences, making them less reliant on traditional fixed time television viewing. Also, the proportion of their entertainment time being spent scrolling on their devices or Binging on their favourite show has been growing exponentially at the cost of the time they previously spent viewing the living room Tv with family.
The ‘Angry Young Man’… the ‘Common Man’… ‘Dream Girl’…’Yaaron ka Yaar’ etc prototypes which audiences related with and sought amongst Film and TV character’s and stars are now being exponentially found amongst digital creators. Several Digital creators now have passionate, engaged and utmost loyal communities which bestow them with the same cult-like fandom which was almost exclusively the privilege of Mega Stars in the decades gone by.
One of the significant advantages of digital content creators is their ability to cater to niche audiences. Unlike television, which caters to a broader demographic, digital platforms allow creators to produce content tailored to specific interests and preferences. In addition Digital content creators have mastered the art of creating engaging and interactive content that encourages viewer participation. Through live chats, comment sections, and social media interactions, creators establish direct connections with their audience. This two-way communication further fosters a sense of community and offers a sense of recognition, respect, love and gratification to the viewer and seals the bond between creators and viewers. Unlike television, which remains a passive viewing experience, digital platforms enable viewers to actively engage with the content and the creator.
Advertisers have also recognized the potential of digital content creators in reaching specific target audiences. Brands now collaborate with popular creators to promote their products and services, leveraging their large following and influence. Moreover, digital content creators have also diversified their revenue streams beyond platform monetization models to brand collaborations, merchandise sales, sponsored content, etc. This financial independence empowers creators to produce high-quality content and invest in their channels, enhancing the overall viewer experience.
However, Having established all of the above ...Living room- Family Viewing television still holds a very strong position in Indian households. Watching favourite shows together… whether it’s the big reality shows on weekends or the daily Dal chawal tadka in daily dramas on weekdays … is still the mainstay ‘Family Activity’ that the entire family cherishes together. Bringing families together for family time , bridging this generational gap and capturing the attention of a wider audience remains a challenge for digital content creators which is the magic glue that holds the family together in front of the TV, and it doesn't look like digital creators will be able to bridge this gap. The shared emotion of feeling the angst and euphoria of characters from daily soaps or relating with and sharing the joy or disappointment of their favourite Reality shows stars… TOGETHER as a family… remains unchallenged and doesn’t look like that shared emotional journey is going to be sacrificed by the audiences anytime soon.
The rise of Indian digital content creators has undoubtedly disrupted the entertainment industry, but completely replacing living room family television viewing might still be a distant possibility. As technology evolves and digital platforms become more sophisticated, the landscape of entertainment consumption in India will continue to transform. So, while the living room family television viewing experience might evolve, it won't vanish entirely as Indian digital content creators reshape the way we enjoy entertainment.
