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o      OTT  platform  though  having  many  disadvantages  like  security,&  privacy  concerns,  internet
                 accessibility, no censorship, gaining popularity among next generation.
          o      It seems it might be ruled by a set of people only.

          o      We cannot hold OTT platform responsible for any good or adverse effect on society as it is a
                 CONSCIOUS CHOICE of an individual to subscribe or to choose the content to watch. However, up
                 to an extent I feel, there has to be some control over the content in terms of vulgarity or sexuality.

          VI.    SUGGESTIONS & RECOMMENDATIONS
          •      The Govt. of India should take cognizance of the foul contents on OTT platform and should set up a
                 regulatory body to control the contents.
          •      The  production  houses  and  creators  of  OTT  contents  should  be  discrete  about  the  contents
                 considering its impact on the youth and the reparations on the society.

          •      Every person has to be responsible viewer and should be discrete about the contents that need to be
                 watched.
          •      Every person should decide upon the viewing timings of OTT and should refrain from wasting
                 productive time in watching OTT.

          •      Parents of minors should set up parental lock for foul contents on the OTT.
          VII.   CONCLUSIONS

                 The OTT platform has been the most successful ventures in the history of Indian Television. During
                 the lockdown, when people were confined to their homes, OTT was a blessing in disguise. However,
                 the contents available on the platform need a serious introspection. OTT became popular



          VIII.  BIBLIOGRAPHY & REFERENCES
          1.     Alpana Kakkar, k. n. (2019, May 15). Analysis of Product Placement in Web Series and Its Influence
                 on  Consumer  Buying  Behavior.Retrieved  from  https://journalofbusiness.org/index.php/
                 GJMBR/article/view/2755

          2.     Basu, R. (2020). Television and OTT. Retrieved from PWC:   https://www.pwc.in/industries/enter-
                 tainment-and-media/television-and-ott.html
          3.     Dixit, D. (2020, march 6). The rise and ‘desification’ of Indian OTT. Retrieved from Televisionpost:
                 https://www.televisionpost.com/the-rise-anddesification of-indian- ott/

          4.     Finance, Y. (2018, August 10). how entertainment has changed over time. Retrieved from yahoo
                 finance: https://in.finance.yahoo.com/news/entertainmentchanged time- 105245102.html
          5.     Gaikwad, S. (2019, January 6). businesstoday. Retrieved from How Indian cinema  into b  eing one o f
                 the most powerful modes of entertainment:https://www.businesstoday.in/ opinion/columns/how-
                 indian-cinema-evolved-  intobeing  one-of-the-most-powerful-modes-of-entertainment/  story/
                 307454.html

          6.     Girish menon, H. P. (2017). The Digital First, How OTT platforms can be demand ready. KPMG.
          7.     Joshi  Sujata,S.S.(2015,February).  Retrievedfrom  http://citeseerx.ist.psu.edu/viewdoc/download?
                 doi=10.1.1.1001.900&rep=rep1&type =pdf

          8.     Kaushal, S. (2020, May 26). OTT Platforms In India See Subscriber Bases Surge Up To 80% A m i d
                 Coronavirus  Lockdown.  Retrieved  from  Forbes:  https://www.forbes.com/sites/  swetakaushal/
                 2020/05/26/good-news-amidlockdown-  ottplatforms-register-60-80-surge-in-subscriptionbase/
                 #77d0fab7413a

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