Mumbai, 15th April: India’s OTT boom has rewritten the rules of entertainment, opening up new frontiers in storytelling. But are those doors starting to close for fresh voices? In the latest episode of the “What India Needs!” podcast, media entrepreneur Shutapa Paul and producer Sidharth Jain explored where the streaming industry is headed and whether its promise of creative freedom still holds true.

From Grit to Light: Audiences Want to Feel Good

India’s OTT audience is massive—over 480 million strong. With the market valued at $4.5 billion this year and expected to grow to $27.2 billion by 2033, the appetite for digital content shows no signs of slowing. But viewers are changing, and so is their taste.

“The beauty of OTT is that there’s something for everyone,” said Jain. He pointed to a clear shift away from dark, heavy dramas. In their place, feel-good stories and lighter, emotionally engaging narratives are resonating more. This evolution is forcing creators to adapt—rethinking their approach to storytelling, tone, and what really connects with today’s viewers.

Oversaturation, Censorship, and the Fear Factor

With a flood of content available, quality has become a concern. Paul flagged the growing unease with declining standards and rising censorship. “Streaming platforms don’t want to commission or carry content which can be political or controversial,” she noted. Many platforms are steering clear of politically or socially sensitive topics altogether due to the potential backlash. “Why create something that could lead to legal battles and unnecessary trouble?” Jain asked, highlighting the practical barriers content creators face.

With India implementing self-regulation guidelines under the IT Rules of 2021, Paul asked about the possibility of stricter censorship laws. Jain responded, “What we’re expecting are clearer guidelines.” 

The IT Rules introduced a three-tier grievance redressal mechanism, requiring platforms to appoint grievance officers and comply with content classification standards. While these regulations aimed to streamline oversight, the lack of specific definitions regarding permissible content has led to ambiguity. Many content creators worry that this uncertainty will lead to excessive self-censorship to avoid potential legal complications. 

The Illusion of Democratisation

Streaming once promised a level playing field. But is that still true?

One of the most debated aspects of the OTT era is whether streaming platforms truly democratise content or continue to rely on established star power and traditional content providers. While the early years saw the rise of fresh talent, platforms today seem to be prioritising big names and studio-backed projects. As a result, independent creators are finding fewer opportunities.

The marketing model of OTT now mirrors that of the fast-moving consumer goods (FMCG) industry. As Jain explains, big stars are the main attraction. Ultimately, visibility is essential for content to be consumed. Just as FMCG products use strong branding and marketing to dictate consumer preference, streaming content requires aggressive promotional strategies to capture audience attention. Star-driven projects, with their built-in fan bases and media pull, are often easier to market.

Jain adds, “OTT was always about convenience—watching what you want, when you want. The real democratisation is happening on platforms like YouTube and social media, where anyone can create and share content.”

Tough Industry, Real Talk

“This is still a tough industry,” Paul remarked before asking Jain for his advice to those trying to break into the space. Jain was candid about the industry’s competitiveness. “I would never recommend someone to enter this industry for an easy career. It’s easier to become a pilot or climb a mountain peak than find a sustainable career here,” he said.

He urged newcomers to prove their talent through platforms like YouTube or by creating short films, emphasising authenticity, discipline, and perseverance. “If you want to be lucky, consistent hard work and discipline are non-negotiable,” Jain advised.

The episode provided deep insights into the evolving OTT space, the challenges of content creation, and the role of star power in streaming entertainment. Jain and Paul dissected the industry’s shift from experimental storytelling to commercially driven narratives, highlighting both opportunities and challenges for content creators. With streaming services evolving rapidly, the future of Indian OTT will likely be shaped by a mix of data-driven decisions, audience engagement strategies, and a push for diverse storytelling that resonates with viewers across demographics.

India, April 15th, 2025 – Onix, a data, cloud, and AI solutions provider and a 14-time Google Cloud Partner of the Year, announced today that it has received the 2025 Google Cloud Partner of the Year Awards in the Data & Analytics – North America and Industry Solutions – Telecommunications categories.

These prestigious awards recognize Onix’s continued success within the Google Cloud ecosystem and highlight Onix’s collaboration with Google Cloud, enabling customers to achieve rapid digital transformation, drive operational efficiency, and unlock business value at scale.

“Google Cloud’s Partner Awards recognize partners who have created outsized value for customers through the delivery of innovative solutions and a high level of expertise,” said Kevin Ichhpurani, President, Global Partner Ecosystem, Google Cloud. “We’re proud to announce Onix as a 2025 Google Cloud Partner Award winner and celebrate their impact enabling customer success over the past year.”

Onix’s dual award win underscores its capacity to deliver both broad and specialized data and analytics solutions. They excel in industry-specific data modernization and AI-powered analytics across diverse sectors while also providing tailored, mission-critical solutions for the unique challenges of the telecommunications industry. This dual expertise allows Onix to effectively translate advanced data and AI technologies into demonstrable KPI impact and business outcomes and lead the evolution of data-driven innovation and modernization.

“Winning these awards is more than recognition; it validates Onix’s strategic vision of driving data and AI-led transformation at scale,” said Sanjay Singh, CEO, Onix. “By combining deep data expertise with industry-specific models, we empower enterprises to turn complexity into opportunity. Whether modernizing data infrastructure, developing business LLMs, delivering AI and agentic AI solutions, or enabling AI-driven enterprise search and automation through Agentspace, Onix is shaping the future. Our pioneering work in AI agents enhances decision-making and operational efficiency, helping clients achieve real, measurable impact in an increasingly data-driven world.“

Onix’s IP-backed, AI-powered solutions facilitate transformative data modernization and visual analytics, propelling businesses into the future. Proven by its work with over 20% of the Fortune 500, Onix delivers measurable impact: from validating trillions of data rows for Cisco and boosting efficiency by 80%, to streamlining the migration of 4+ petabytes of data and 250K+ data objects for a multinational telecommunications provider. Notably, Onix partnered with TELUS to modernize their data landscape, successfully migrating 14 petabytes and consolidating over 100 data sources, resulting in a 50% reduction in query execution and unlocking powerful AI capabilities.

In 2025, Onix has continued to push the boundaries of cloud modernization, data modernization, and AI enablement, spearheading large-scale transformations across industries. Apart from expanding its expertise in multi-cloud analytics, AI orchestration, and agentic AI, and industry-specific solutions, Onix is also streamlining the data-to-cloud-to-AI journey with a cutting-edge autonomous intelligence platform. Through deep collaboration with Google Cloud, Onix remains at the forefront of helping enterprises maximize the value of their data investment.

New Delhi, April 15, 2025 – The Economic Times CIO (ETCIO) announces its landmark 7th Annual Conclave, themed “CIO 3.0: Transforming Innovation into Business Reality,” taking place May 29-June 1, 2025, at the Grand Hyatt, Goa. This invitation-only gathering will bring together over 200 of India’s most influential technology leaders to explore the evolving role of the CIO from technology enabler to business strategist and potential CEO.

In an era where AI, automation, and data analytics are fundamentally reshaping business landscapes, the 2025 Conclave addresses the critical evolution of the CIO role. No longer confined to technical implementation, today’s CIOs are increasingly becoming architects of growth, drivers of customer experience, and shapers of enterprise strategy.

Kochi, 15th April 2025: Prayatna, a leading multidisciplinary center providing specialized services for children and adults conducts a free mobile de-addiction camp for children aged 3 to 18. The camp will run from April 21st to May 21st, addressing the critical issue of excessive screen time, particularly prevalent during vacation periods and post-festival seasons.

The camp will be led by experienced child care specialists who will equip children with strategies to manage their screen time effectively and engage in healthier activities.

“We understand that vacations and post-festival periods often lead to increased screen time for children. Our goal is to provide them with engaging activities and techniques that they can incorporate into their daily lives, even after the camp concludes,” said Dr. Joseph Sunny Kunnassery, Founder of Prayatna, Kochi.

April 15^th, 2025, Hyderabad: Cinystore Technologies, a Hyderabad-based media technology startup, has officially launched KeepItShort, India’s first OTT platform dedicated exclusively to student filmmakers from film and animation institutes. Designed as a stepping stone for aspiring student filmmakers, the platform supports discovery, visibility, and community-building within the next generation of talent.

Catering to over 5,00,000 current and alumni students from more than 1,500 film and 1,200 animation institutes across India, ‘KeepItShort’ is expected to attract over 1,000–1,200 showreels or team entries, each with at least five members. This reflects not only a strong participation base but also the platform’s potential to engage over 6,000 budding filmmakers at launch. KeepItShort aims to transform the filmmaking ecosystem by democratizing access to advanced digital tools and enabling data-led decision-making.

Conceived as a launchpad for student filmmakers, KeepItShort provides an open stage for creative storytelling across directing, cinematography, editing, story writing, and screenwriting. The platform is already witnessing strong acceptance, with Film and Animation Institutes and Media governing bodies showing interest to collaborate, underscoring the scale and engagement of this new film and animation community. Notably, various production houses are also excited to see the emergence of fresh storytelling talent many of them are actively scouting for new ideas and students who can bring innovative narratives to the entertainment world.

Nagender Polamraju, CEO, Cinystore Technologies said, “We built KeepItShort to shift power back into the hands of student filmmakers. By combining tech with transparency, we are helping filmmakers navigate a noisy, gatekept industry with clarity and control. It’s about levelling the playing field—where stories rise because of merit, not connections.”

 “KeepItShort is about giving student filmmakers the same dignity and reach as professionals. We believe talent should not wait for a break and that students should not have to carry the fear of instability or being overlooked after graduation. By offering a space to explore roles like directing, script writing, editing, or sound engineering while still in school, this platform brings their work directly to audiences and industry insiders without needing to cross outdated gates of access”, Nagender added.

 He launched KeepItShort with a vision to develop a platform which empowers budding filmmakers while prioritizing meaningful audience engagement over traditional barriers. His journey inspired a platform where students can be fearless without prejudice and no longer depend on influence or access, but instead on data and direct audience connection.

KeepItShort is now live and available for filmmakers looking to take full control of their content lifecycle from idea to audience.

15 April 2025, National: Storyteller and podcast host Preeti Shah’s latest venture is her novel, 100 Stories of She. The book, a compilation of 100 micro-tales, is her attempt to capture the myriad emotions that accompany heartbreak. Right from the initial shock of a breakup to the intense, and often conflicting emotions that a person feels as its aftermath, beginning from despair to hope, self-renewal and self-love, the book encapsulates the flow of the protagonist’s emotional turmoil through each of these 100 micro-stories over 100 days.

Meant for readers who are keen on exploring the emotional journey of heartbreaks, this unapologetic narrative, with a non-preachy approach, is sure to make you face your emotions and inner peace.

Talking about the book, author and storyteller Preeti Shah says, “In a world that rarely slows down, 100 Stories of She offers a quiet moment to pause and reflect on the beauty and complexity of everyday emotions. The book was born from observing the small yet powerful moments we often overlook — especially in times of heartbreak. These stories speak to those navigating the aftermath of a breakup, offering comfort, clarity, and at times, a sense of closure. It’s a gentle reminder that even in endings, there are stories worth telling.” Preeti’s background in journalism helps her to distill the essence of human experiences into poignant narratives that resonate with readers on a deep level. This is her first book.