Active Stocks
Tue Mar 19 2024 11:41:02
  1. Tata Consultancy Services share price
  2. 4,018.35 -3.05%
  1. Tata Steel share price
  2. 147.85 -1.17%
  1. Bharti Airtel share price
  2. 1,231.85 0.56%
  1. Power Grid Corporation Of India share price
  2. 260.90 -1.55%
  1. ITC share price
  2. 409.85 -1.81%
Business News/ Industry / Media/  Netflix to stream Telugu film ‘Ranga Ranga Vaibhavanga’ on 2 October
BackBack

Netflix to stream Telugu film ‘Ranga Ranga Vaibhavanga’ on 2 October

The share of regional languages in overall OTT video content will likely double to 54% in 2024, from 27% in 2020.

Ranga Ranga Vaibhavanga, a Telugu romantic drama, stars Panja Vaisshnav Tej and Ketika Sharma. (Photo: Twitter @Netflix_INSouth)Premium
Ranga Ranga Vaibhavanga, a Telugu romantic drama, stars Panja Vaisshnav Tej and Ketika Sharma. (Photo: Twitter @Netflix_INSouth)

NEW DELHI: Netflix, the American streaming platform, will premiere Ranga Ranga Vaibhavanga, a Telugu romantic drama directed by Gireesaaya starring Panja Vaisshnav Tej and Ketika Sharma, on 2 October. It had released in cinemas on 2 September.

The share of regional languages in overall OTT (over-the-top) video content will likely double to 54% in 2024, from 27% in 2020, as more and more streaming platforms take to vernacular programming and films, as per a recent Ficci EY report. In 2021, 47% of OTT originals and 69% of films released on platforms were not in Hindi.

OTT platforms such as VOOT, SonyLIV and Disney+ Hotstar, too, are following in the footsteps of global giants Netflix and Amazon Prime Video to acquire films in the four south Indian languages besides Marathi and Punjabi as they seek to lure subscribers from tier-two and tier-three towns.

Media experts said streaming brands looking for national reach will have to focus on at least eight to nine languages. All platforms have understood and recognized that if they need to be relevant across India, they will have to acquire as well as create original content for regional markets. As OTTs started launching, the audiences they catered to was guided by their content library as well as strategy of going after the largest audiences. While many went after Hindi speaking markets audiences, others like Sun Nxt focused on south content since they already have a huge library of movies and shows.

Demand has led to the emergence of a new crop of actors and writers too are recognized better and given more time to develop material.

Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!

ABOUT THE AUTHOR
Lata Jha
"Lata writes about the media and entertainment industry for Mint, focusing on everything from traditional film and TV to newer areas like video and audio streaming services. She loves movies and spends a lot of her free time watching them, which makes her job both fun and a bit of a challenge. Lata tries to find and write about things in the entertainment world that most people don't notice, even though a lot of people in her country are really into movies and entertainment news often just talks about the glamorous side of things. "
Catch all the Industry News, Banking News and Updates on Live Mint. Download The Mint News App to get Daily Market Updates.
More Less
Published: 30 Sep 2022, 10:58 AM IST
Next Story footLogo
Recommended For You
Switch to the Mint app for fast and personalized news - Get App