By Avner Pariat
In recent years, the proliferation of Over-the-Top (OTT) platforms has revolutionized the way we consume media. These platforms, which deliver content directly to viewers via the Internet, bypass traditional cable and satellite television. While global giants like Netflix, Amazon Prime, and Disney+ dominate, the Indian ecosystem has also seen the likes of Hotstar, JioCinema etc sprout out over the past decade. These have been encouraging but there’s also been a lot of talk and a growing realization of the need for OTT platforms dedicated to local level creators and regional audiences. An OTT platform designed along these lines might not be just a good initiative but a transformative one.
One of the most compelling reasons for a local OTT (LOTT) platform is the promotion of cultural diversity and representation especially to a non-local audience. Mainstream media often overlooks the rich tapestry of local cultures, languages, and stories. A LOTT platform can showcase regional narratives that resonate with more “adventurous” audiences, who might actively look around for content from other parts of the globe. For me personally, the greatest value of such a platform might actually be in the salient purpose it would serve in keeping local films and videos onto a single accessible digital storage space. I remember how hard it was for us to find a good print of the first ever Khasi feature film called Ka Synjuk Ri Ki Laiphew Syiem (1981). We had to go hunting for it from one filmmaker’s house to another before we managed to get a very bad copy of it eventually. This LOTT platform might allow us to never repeat that unfortunate situation again. A future-proof online home for Meghalaya’s films and videos might be just what we need.
Much of the government publicity on Hello Meghalaya has been around the fact that it will cater to local tastes and preferences. Though there is some socio-cultural value in creating this LOTT platform. I am not putting much stock into this aspect because the audience here might not be as financially lucrative as a national or international audience. But regardless, the app has had 1 lakh downloads so far so it might be able to do well financially in the long run but that remains to be seen. Many other LOTT players from across the country have also attempted to do something similar and the verdict is still out on their success. So, we must approach this with a grain of salt. What might be interesting is if the operators of Hello Meghalaya might be able to converge other applications into the LOTT platform thereby creating a “super app”. Again, this is all beyond my technical knowledge but the fact that 1 lakh people are convinced enough to download Hello Meghalaya is no small achievement. It might be a means towards behavioural modification as well.
In the days after World War 1, the US government managed to get a population which had almost no knowledge of the stock market to start buying stocks because it had got them to buy war bonds during the war years. This Hello Meghalaya might be something along a similar vein – getting a population which has little knowledge of digital transactions to start making said transactions. I don’t know. I am just musing to myself at this junction but the possibility remains.
On a similar note, data is more valuable nowadays than gold so this LOTT platform might be able to provide the owner and creators with access to viewer analytics. This would give them a peek into valuable insights such as audience preferences, viewing habits, and performance metrics. This information could aid the stakeholders in refining their content and better understanding of their audience.
In spite of the loud critics (who have no other role in life but to be opponents of anything done by the government) I tend to agree that in the long run this platform would help to not only preserve but also expand the scope and breadth of local languages and cultures. People learn through what they absorb and if they absorb their own language or culture through this platform then nothing like it. I am wary of one thing though. The fact that this is run and owned by the government might mean that only certain types of films and videos might be supported. That is worrisome. Governments are not usually known for promoting non-mainstream alternative content. Not here anyway. I had a small role with the Swedish Broadcasting (SVT) two years ago and I was pleasantly surprised that a state corporation would produce the type of content we had on our schedule at the time. I wonder what the Hello Meghalaya policy towards edgier types of content might be.
Much of the real work for Hello Meghalaya might be in the ecosystem it builds around the app itself. It is a good start to create and maintain an app but supporting local talent, including writers, directors, actors, and production crews would be more important. This is why the financial outlay for film and video production should be considered with some seriousness. Creators here are hard pressed for money and having a dedicated fund for the purpose of financing films and videos (think Films Division, under the Ministry of Information and Broadcasting, Government of India) should be of prime importance. This not only helps in retaining talent within the state but might also spill over into attracting investments. Moreover, local creators, who might struggle to find a footing in the competitive global market, can find a more accessible and supportive environment to hone their skills and gain recognition. YouTube is not going to cut it. It is EXTREMELY competitive and the algorithms are downright punishing. So, this might be a better alternative.
Additionally, a LOTT platform democratizes the process of content creation and distribution. Traditional media gatekeepers, such as large production houses and TV networks, often determine which content gets produced and distributed. This can limit opportunities for independent and emerging creators. Hello Meghalaya might lower these barriers, allowing more voices to be heard. By offering a direct-to-consumer model, creators can maintain greater control over their work, fostering innovation and creative freedom. The last point is extremely important.
Finally, apart from entertainment, LOTT platforms can play a crucial role in disseminating educational and informative content. From local history and geography to practical information on agriculture, health, and governance, these platforms can serve as valuable resources for local communities. By partnering with educational institutions and local experts, Hello Meghalaya can provide content that not only entertains but also educates and informs.