Government to launch family-friendly OTT platform promoting Indian culture
Free Service Planned for Initial Launch to Attract Viewers
The government is set to launch its own OTT (over-the-top) streaming platform in August this year, offering an alternative to existing services like Netflix and Hotstar.
This new platform will focus on showcasing content that celebrates Indian culture and values, aiming to provide family-friendly entertainment suitable for all ages.
According to a government official, the platform will prioritize “clean” content that can be enjoyed by families together. This approach stands in contrast to concerns raised about potentially vulgar or offensive content found on some existing streaming services. “There’s a big gap right now,” the official stated. “The entertainment on many OTT platforms can be inappropriate. We want to offer something decent, something that promotes Indian culture and traditional values.”
The platform, overseen by Prasar Bharati, the public service broadcaster, is also intended to fill a gap in content that goes beyond pure entertainment. Shows on the platform will reportedly cover current affairs topics alongside movies and TV shows.
To jumpstart the service and attract viewers, the government plans to offer the platform free of charge for the first few years. After this initial period, fees may be introduced based on user feedback and platform usage.
Prasar Bharati has already shortlisted content creators for the platform, including big names in television production like the Sri Adhikari brothers, filmmaker Vipul Shah, and actor Kabir Bedi. These creators are currently developing content proposals that align with the platform’s focus on family-friendly entertainment and Indian values.
The government’s entry into the OTT industry follows earlier actions against private streaming firms for allegedly broadcasting inappropriate information. Earlier this year, the Ministry of Information and Broadcasting restricted access to 18 OTT platforms and their social media accounts for displaying content deemed filthy and profane.
This decision by the government reflects a rising worry about the types of content available on streaming sites. The new government-backed OTT service intends to offer an option to consumers looking for family-friendly entertainment that reflects and celebrates Indian culture.
