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Business News/ Industry / Media/  SonyLIV to stream Malayalam film ‘Purusha Pretham’
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SonyLIV to stream Malayalam film ‘Purusha Pretham’

The share of regional languages in overall OTT (over-the-top) video content will double from 27% in 2020 to 54% in 2024.

SonyLIV will stream Malayalam crime comedy Purusha Pretham on 24 March. (Twitter)Premium
SonyLIV will stream Malayalam crime comedy Purusha Pretham on 24 March. (Twitter)

SonyLIV, the video streaming platform owned by Sony Pictures Networks, will stream Malayalam crime comedy Purusha Pretham on 24 March. The film stars Darshana Rajendran, Prashant Alexander, Jagadish, Devaki Rajendran, James Eliya, Jeo Baby, Eika Dev, Manoj Kana and Sanju Sivaram. It has been directed by Krishand and produced by Humanity Cinemas, Einstin Media, Symmetry Cinema, and Prasanth Alexander.

The share of regional languages in overall OTT (over-the-top) video content will double from 27% in 2020 to 54% in 2024, as more streaming platforms take to vernacular programming and films, said a recent Ficci EY report. In 2021 alone, 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.

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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, including the business and regulatory aspects of both. She loves movies and spends a lot of her free time in theatres, which makes her job both fun and a bit of a challenge given that entertainment news often just talks about the glamorous side of things. Lata, on the other hand, tries to find and report on themes and trends in the entertainment world that most people don't notice, even though a lot of people in her country are really into movies. She’s a graduate of the Columbia School of Journalism.
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Published: 24 Mar 2023, 10:37 AM IST
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