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The low angle mid shot of the woman in the red clothing positions her as dominant over the audience and subverts typical representations of women, making her pose quite provocative. The use of direct address and celebrity endorsement aims to connect with audiences and make the product more attractive. While the red color contrasts with the darker background, symbolizing heat, the formal serif typography contrasts the provocative image and pose. This second image again positions the woman in a powerful mid shot, though her indirect gaze and less controlling pose weaken her dominance and connection with viewers.
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Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
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