The Indian streaming landscape is rapidly evolving, as discussed during a panel at India’s Film Bazaar. Prime Video India’s content licensing head, Manish Menghani, and filmmaker Nikkhil Advani delved into the changes in content development, with Richie Mehta moderating the discussion.
Menghani highlighted the transformation of the Indian streaming space since Prime Video’s launch in 2016, pointing out COVID-19 as a significant turning point. He noted that consumer preferences have shifted, with 60% of viewers now watching content in four or more languages. Additionally, over half of the content consumed on the platform comes from languages other than the viewers’ primary language.
When it comes to pitching projects, Menghani stressed the importance of focusing on the story rather than just the pitch or cast attachments. He emphasized that the platform looks for compelling narratives that resonate with audiences.
Advani shared his experience transitioning from theatrical films to streaming, citing his series “P.O.W.” as a successful venture on Disney+ Hotstar. He discussed the initial trend of streaming platforms vying for established filmmakers and how the landscape has evolved since then.
Menghani explained that Prime Video values the creator’s vision while providing constructive feedback for improvement. Advani echoed this sentiment, expressing his appreciation for feedback as it shows a commitment to the project’s success.
For emerging filmmakers, Menghani advised against following trends and encouraged them to bring fresh ideas to the table. He emphasized that budget should not be the primary concern when pitching a project, as success is not solely determined by the amount of money spent.
Mehta revealed that projects undergo thorough review processes, with development meetings involving multiple stakeholders. Menghani emphasized that creative decisions are not solely driven by data, debunking the myth that data can predict the success of a project.
The Film Bazaar, held from Nov. 20-24, is a project market component of the International Film Festival of India (IFFI) in Goa. The event serves as a platform for industry professionals to showcase their projects and engage with potential collaborators.
Overall, the discussion highlighted the dynamic nature of the Indian streaming industry and the importance of storytelling in capturing audience interest. As the landscape continues to evolve, creators are encouraged to focus on originality and quality to stand out in the competitive market.
