Vibhu Agarwal’s Stellar Footnotes on Collaboration and Co-existence of OTT & Television

Indians have cherished television for generations, whether it’s to watch the Mahabharata on Sunday mornings or relax with Shanti and Surabhi in the evenings. Our relationship with television has altered as a result of the ability to consume content across several mediums in the digital age. With the inflow of digital content, television as a gadget also serves as an extension of the digital medium via technologies like Google Chromecast and Amazon Stick. Pertaining to this scenario, Vibhu Agarwal, the Founder and Group CEO of ULLU and Atrangii App, feels that the collaboration route is a positive step towards achieving the growth of OTT and Television.

According to numerous projections, the over-the-top (OTT) business in India is expected to increase 8–10 times by 2030, thus players in the sector are increasingly choosing to work together and consolidate their footholds. A fine example of this is when Amazon Prime Video introduced ‘Prime Video Channels’ by integrating eight distinct players onto one platform.


“Both TV and OTT will continue to expand in the near future. The number of people watching television will steadily rise, and OTT video as a second screen will expand too. Additionally, as the number of people watching digital media grows, advertisers will start to spend more money on it,” informs Vibhu Agarwal Ullu.

Talking about the future perspective of OTT-Television collaboration, the Founder and Group CEO of ULLU App Vibhu Agarwal notes, “As India’s wireless 4G and 5G ecosystem develops, ad-led online video platforms will also grow significantly. Alongside, subscription-based online video platforms will grow as fixed broadband infrastructure advances.” He adds, “We will observe an increase in the consumption of OTT content, thanks to the affordable data network providers like Jio. We will also see OTT players push for more regional original content on the portals to appeal to their tastes.”

In conclusion, the OTT market currently has a wide range of players, including original OTT players (Netflix), channels, media companies (Viacom’s Voot, Hotstar), and telcos (Jio TV, Airtel TV), among others, therefore, more cooperative environment will start to form in the upcoming years. India is a significant market for international OTT firms and improvements in infrastructure and digitalisation will undoubtedly change how media is consumed across platforms. There are numerous opportunities at this pivotal time for both TV and OTT. Players across mediums will reap the benefits of this growth, and TV/video OTT platforms will find a perfect platform to co-exist in India.


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