This chapter introduces readers to the emerging field of Over-the-top (OTT) platforms that provide entertainment content to viewers through the internet. The chapter begins by outlining the history and evolution of this digital space while tracing its links with previous innovations in television technology and the beginning of cable television. It focuses on the innovations introduced by Netflix and the historical iterations of the company before it became an OTT platform as an important milestone in the narrative of OTT platforms. The chapter then goes on to explore OTT platforms in the Indian context and their specificities since this area is largely unexplored. It surveys the transformation of entertainment production, procurement and consumption patterns that have been brought about by OTT platforms and the COVID pandemic. This section also explains the diverse range of models used by companies to generate revenue through both new productions and pre-existing content. The final section investigates the complexity of censorship and the evolving legal discourse around OTT platforms. The conclusion describes the impact of these changing patterns on society, culture and civilization to highlight the importance of further study of this field. The chapter functions as a comprehensive introduction to this new field and opens it up for further discussion and research for readers interested in OTT platforms in particular and digital spaces in general.

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OTT (Over-The-Top) Platforms: A New Era of Entertainment and Viewership

  • Namita Paul

摘要

This chapter introduces readers to the emerging field of Over-the-top (OTT) platforms that provide entertainment content to viewers through the internet. The chapter begins by outlining the history and evolution of this digital space while tracing its links with previous innovations in television technology and the beginning of cable television. It focuses on the innovations introduced by Netflix and the historical iterations of the company before it became an OTT platform as an important milestone in the narrative of OTT platforms. The chapter then goes on to explore OTT platforms in the Indian context and their specificities since this area is largely unexplored. It surveys the transformation of entertainment production, procurement and consumption patterns that have been brought about by OTT platforms and the COVID pandemic. This section also explains the diverse range of models used by companies to generate revenue through both new productions and pre-existing content. The final section investigates the complexity of censorship and the evolving legal discourse around OTT platforms. The conclusion describes the impact of these changing patterns on society, culture and civilization to highlight the importance of further study of this field. The chapter functions as a comprehensive introduction to this new field and opens it up for further discussion and research for readers interested in OTT platforms in particular and digital spaces in general.