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Watch out Amazon, Netflix, Hotstar!

By SUBHASH K JHA
May 10, 2021 12:53 IST
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IMAGE: Anusuya Bhardwaj's Thank You Brother was released on the Aha Telugu OTT.

Prominent regional platforms are giving competition to mainstream players Amazon Prime Video, Netflix and Disney+Hotstar.

In Andhra Pradesh, a recently introduced digital outlet, Aha, is creating its own space among Telugu moviegoers by bringing the latest blockbusters for home-viewing.

Aha's growth has been rapid. Within no time, it is ready to acquire big-budgeted Telugu movies for direct-to-digital streaming.

One of these is actress Anusuya Bhardwaj's latest release Thank You Brother.

This big-screen family drama was to be released in movie theatres by Aha, which had planned to enter the film distribution business with this potential blockbuster. But seeing the way the COVID-19 situation is, Aha released Thank You Brother directly on OTT.

 

In Kerala, another OTT outlet NeeStream made waves with Jeo Baby's The Great Indian Kitchen, which not only scored big in Kerala but also captured the imagination of non-Malayalam audiences.

The film was initially rejected by Amazon and Netflix, Baby told me and had to be released on a much smaller regional platform, but seeing its popularity, Amazon has acquired it for global streaming.

The regional streaming platforms are getting a lot of support in their home states from local producers and powerful actors, who would rather support their homegrown digital platforms even if it means getting a smaller price as compared with the big national-global OTT players.

Gujarati actor Pratik Gandhi's next Web series Vitthal Teedi is for the Gujarati OTT platform, OHO.

The Scam:1992 star apparently preferred to go Gujarati in place of other lucrative offers from pan-India OTT platforms.

Feature Presentation: Rajesh Alva/Rediff.com

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SUBHASH K JHA