Orignal Web Content in India
The format is simple. Unapologetic honest content that is entertaining, funny and most of all, very clear of its target audience. The last year or so has seen an explosion in orignal content on the internet.
There is a huge dearth of good entertainment options in the visual medium for anyone wanting to watch something genuine, especially for the twenty somethings who still have one foot in their teens. Our television is filled with “saas bahu” material which (unfortunately) caters to an enormous section of men and women (yes,men too) between thirty to sixty years of age. If it isnt that then its reality tv shows brimming with hollow drama.
Movies are slightly better off with content but then the palette is too wide and the availability is erratic and slow. While its great to watch a movie right up your alley, they arent so quick to come by. They also deprive you of the joy of falling in love with the characters, the familiarity of a world that tv shows offer.
It all started with a youtube channel called The Viral Fever (TVF) in 2015. Up until then, there were a lot of youtube comedy shows, spoofs, talk shows etc but a full throttle series akin to a tv show was unheard of. TVF reinvented the wheel with their fist show Permanent Roommates. With its quirky characters, funny yet real storyline, the show touched a nerve and broke all notions of web being a secondary entertainment space. There was no looking back. Their other shows picked on subjects from startups, to bachelors, to sibling relationships, all relavant and untapped subjects for viewers. They essentially carved a niche in the entertainment space which up until was non - existent.
Seeing the popularity of their shows, the film and TV bigwigs have been quick to jump onto the web show bandwagon. Yash Raj rolled out their Y films youtube channel with their most popular show being “Bang Baaja Baraat". UTV has now come with a show of four girlfriends going on a road trip called “The Trip”. Bindass came up with “Girl in the City”. Scoopwhoop, the media company came up with “Baked”. While these channels rake in the moolah from their TV shows, they are smart enough to realise that the dynamic is quickly shifting and it is vital to keep the younger lot engaged lest they lose them entirely to American TV shows.
A crucial aspect of web content is funding. The shows writers have found unique ways to incorporate the brands sponsoring them in their stories. Be it a discount coupon app in the show “Little Things”, a car in the show “Tripling” or a face wash in “The Trip”, these shows are doing a better job at selling a wide array of products and services while funding their own projects. Its a great model that works in favour both ways. The good part about the big banners stepping into this arena is it has equipped them essential tools of more funding leading to better logistics, casting, equipment, locations etc leading us to be provided with some excellent content.
These shows have also been instrumental in fostering talent. A breed of new actors, directors, musicians and writers have been able to showcase their skills. Its the much needed foot in the door in the entertainment industry for aspiring talent.
The best part about these shows is they are free from being censored and as a result are much more honest. The language, the subjects, the characters are all real and not a prim and proper version of what the generation is. A spectrum of subjects are covered from intercourse, LGBT rights, patriarchy, gender equality etc. Taking a step back, you realise it is all ultimately to do with Freedom. Freedom this generation wants from judgement and that is where these shows strike a chord.
