Chapters authored
Evolution of Mediated Youth Culture: OTT as ‘New Television’ in India
Over-The-Top (OTT) platforms are emerging as the ‘New Television’ in India. The report titled ‘Reimagining India’s Media & Entertainment Sector’ published by FICCI and E&Y, 2018 states that OTT subscription is expected to touch 20 billion INR by 2020 in India. The content broadcast over these OTT platforms depict a bold, rough and rugged youth culture crossing the boundaries of sophistication that has remained a part of Indian television screen for a long time. Emergence of transnational OTT platforms like Netflix, Amazon Prime Video, Hulu etc. offer multiple options to the audience for content viewing. The chapter is commentary in nature and aims to address how content streaming on these transnational platforms are framing the new emerging identities of the Indian youth. The protagonists of the stories over these platforms are out rightly rejecting the stereotypical images of young people in the country thus challenging the preoccupied identities of the socio-cultural class distinctions. The chapter attempts to understand contemporary mediated culture and how and in what ways it impacts the young people who are exposed to them regularly. The chapter looks cultural artifacts as complex bundles of mediated images that yield a wide range of responses from people who consumes them.
Part of the book: Off and Online Journalism and Corruption