70 Million Voices but only 1 OTT Platform: Amplifying Gujarati Entertainment Globally
70 Million Voices but only 1 OTT Platform: Amplifying Gujarati Entertainment Globally
Unlocking the Rich Tapestry of Gujarati Media & Entertainment
Hey Streamers 👋,
A warm welcome to the 34th edition of the “Streaming in India” newsletter, your weekly news digest about streaming players, OTT trends and more in one of the fastest growing video markets! Appreciate your support and in case there are topics that we might have missed out so far, we are open for suggestions and feedback. If you are not already a subscriber, please sign up and join 2,750+ others who receive it directly in their inbox every Wednesday.
^ Although IPL 2024 streaming is free of cost, viewers are often greeted with tons of ads while watching it on JioCinema. As a section of the viewers are used to watching OTT content without ads, Mukesh Ambani’s firm has just launched subscription (no ads) plans starting at Rs. 29 / one device / month (less than 1 Rs / day!).
April ‘24 saw a majority of Bollywood's theatrical releases face a cold spell with big-budget films failing to attract audiences. Despite initial success with "Shaitaan," subsequent releases like "Maidaan" and "Bade Miyan Chhote Miyan" flopped, leading to a slump in box office earnings. Even films like "Crew," "Swatantrya Veer Savarkar," and "Do Aur Do Pyaar" struggled to make an impact. The situation forced theaters to offer heavily discounted tickets, including 'Buy One Get One' and 'Just Rs 100' offers, yet attendance remained low, with some theaters shutting down temporarily due to lack of an audience.
As ticket prices dropped to as low as Rs 30-50, cinemas like Rajiv Cinema in Agra and Rupvani Cinema in Purnia saw little improvement in attendance. The upcoming Lok Sabha elections also contributed to the dearth of major releases, prompting some operators to consider closing halls to cut costs. While only a few Hindi films crossed the Rs 100 crore mark, OTT platforms thrived, with movies like "Amar Singh Chamkila" and "Maamla Legal Hai" finding success on Netflix for example.
The surge in OTT viewership underscores a shifting preference among audiences, posing challenges for traditional theatrical releases.
Today’s program:
Gujarat: Where Tradition Meets Innovation
Shemaroo Gujarati: Uniting Hearts Through Authentic Entertainment
My Views
And….Action!
Gujarat: Where Tradition Meets Innovation
Gujarat, often referred to as the Jewel of Western India, boasts a rich tapestry of culture, commerce, and entertainment. Renowned as one of India's most industrially advanced states, Gujarat has carved a niche for itself as a thriving business hub. With a robust economy fueled by sectors like manufacturing, petrochemicals, textiles, and agriculture, Gujarat has consistently ranked among the top states in terms of GDP contribution to India's economy.
In the realm of media and entertainment, Gujarat shines as a cultural powerhouse, with a vibrant landscape that celebrates its diverse heritage. From traditional folk arts like Garba and Raas to contemporary cinema and literature, Gujarat's cultural legacy is woven into the fabric of daily life. The state's bustling cities, including Ahmedabad, Surat, and Vadodara, pulsate with energy, offering a dynamic mix of theaters, art galleries, and music venues.
The Gujarati language is spoken by more than 70 million people worldwide, and it is the sixth most spoken language in India.
Significant diaspora audience as well with 1.5 million Gujarati speakers in the United States, 850K+ in the UK, and 200K+ in Canada amongst others.
Gujarati Nataks, also known as Gujarati plays or dramas, are an integral part of Gujarati culture and entertainment. These theatrical performances encompass a wide range of genres, including comedy, drama, social commentary, and historical narratives. Gujarati Nataks are known for their vibrant storytelling, colorful characters, and rich cultural themes.
Traditionally performed on stage in theaters, Gujarati Nataks have evolved over time to adapt to modern mediums such as television and digital platforms. They often feature talented actors, catchy music, and elaborate sets, captivating audiences with their humor, emotion, and social relevance.
Gujarati Nataks play a significant role in preserving and promoting the Gujarati language and culture. They explore various aspects of Gujarati society, including its traditions, values, and contemporary issues, while also entertaining and engaging audiences of all ages.
In recent years, with the rise of digital platforms like ShemarooME, these plays have gained even broader exposure, reaching Gujarati audiences worldwide and contributing to the thriving Gujarati entertainment industry.
Gujarati actors such as Pratik Gandhi made it big starring in the SonyLIV exclusive Hindi show produced by Applause Entertainment, Scam 1992: The Harshad Mehta Story. The acclaim and fame he received on that show has transferred over to his subsequent participation in Gujarati cinema and OTT as well, thereby uplifting the industry overall.
Shemaroo Gujarati: Uniting Hearts Through Authentic Entertainment
ShemarooMe, an online video streaming Over The Top (OTT) platform, brings truly masaledar content into India's homes and hearts.
They believe that content is best consumed in the language of your choice - bringing you the best of Originals, Blockbuster Movies, Acclaimed Nataks (plays), Live TV, Edutaining Kid's Programming, and Devotional Content - in 4 major languages - Hindi, Gujarati, Marathi and Punjabi.
We have picked Shemaroo’s Gujarati language category for this newsletter’s focus as the other options are no longer available OR in overhaul mode (for example the Oho Gujarati app was last updated in August ‘23 and their Android app did not launch on my Samsung S23 Ultra mobile phone)
ShemarooMe is an intrinsic part of Gujarati entertainment, and has engaged with the audiences for over 15 years now. In an attempt to further expand its content slate in the language, ShemarooMe Gujarati was launched in April 2021.
Kranti Gada, Chief Operating Officer (COO), Shemaroo Entertainment, had earlier said that they have been redefining the way Gujarati audiences have been entertained across the globe through their robust Gujarati content line-up.
“Staying true to our promise of offering new content every week, we have lined up a plethora of exciting content that comprises of an entertaining mix of original web series, nataks, and blockbuster movies.”
The management of ShemarooMe believes that their effort is not to compete with the bigger platforms. Rather, it is to serve the untapped masses of India. “Once we focus on a region, integrate with and nurture that creative industry, we try to give them a platform and every possible backing. This goes a long way to strengthen our foundation by offering diverse and high quality content.”
To expand its reach across continents as well as build an engaging and loyal audience base, ShemarooMe has got into partnerships with local and global like-minded brands.
My Views
The Gujarati entertainment and streaming industry, despite its rich potential and contributions to Indian cinema and television, has yet to fully flourish, especially in the realm of OTT platforms. With over 70 million Gujarati speakers globally, including India, the industry's growth has been hindered by various factors.
One common complaint is the perception that viewers don't watch Gujarati content, but research has shown otherwise. Gujaratis often prefer consuming content in their native language, and with a growing sense of Gujarati pride, there's ample opportunity for the industry to thrive. Recent successes in Gujarati theatre, radio, modern films, and online content demonstrate this potential.
However, the industry faces challenges, including a perception that the market is too small. While Gujarat contributes significantly to the overall revenue of the Indian entertainment industry, there's untapped potential for growth, especially online platforms. Additionally, the unique tastes and preferences of Gujarati viewers require tailored content strategies, which some channels have failed to deliver. With a massive diaspora population, platform owners can stitch together hybrid business models focused on India and global audiences separately.
Despite these obstacles, the Gujarati entertainment industry presents immense opportunities for growth, with the potential to attract significant investments. With the right vision and resources, the industry could undergo a transformation, ushering in a new era of Gujarati OTT entertainment that resonates with audiences both locally and globally.
That’s all for today folks. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues.
Must watch show of the week is ‘Maharani 3’ which picks up the story from its previous season when Rani Bharti finds herself unjustly imprisoned for three long years, as CM Navin Kumar and his team ruthlessly eliminate Bheema Bharti and lay the blame on her. Thus, Rani embarks on a mission to prove her innocence to the people of her constituency and, most importantly, to her family.
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