Riding The Wave: When Bollywood Ventured Into Video On Demand?

Most of us millennials had to sit through at least one episode of Saas Bhi Kaabhi Bahu Thi. Soon, we realized that the variety in Indian TV soaps or rather the lack of it bored us with their paper-thin content and over-the-top acting. Then we got hit by the internet.
From YouTube to risky Torrent sites, we explored it all and the coffers of shows and movies we scooped up gave us a breath of fresh air.
So when Internet video on demand services like Netflix, Amazon Prime Videos, ALTBalaji came knocking on our doorways with secure access, diverse new content and affordable platform to watch relatable stories play out, we greeted them with all our hearts (and lots of viewership too)!

We have all witnessed the havoc Indian censor boards can create over films (cue in Padmaavat or any Anurag Kashyap movie). We have sighed with regret when that same censor board signed off on movies like Great Grand Masti.
Time and again, the freedom of art has been challenged by rules and laws that don't even make sense sometimes. Most of these challenges force creators and artists to stick to the same pattern of filmmaking.
Internet on the other hand states just a few basic rules which are easy to follow and don't hurt the process of developing good stories. So, whenever given a chance, artists will always choose to work in the art loving space of internet.

A scene, where a common man with very muscular body fights off five goons at a time to save the damsel in distress, has become so popular in Indian film industries that honestly, we have become tired of it. And so have the actors.
Like most professionals, they chose this line of work because they enjoy acting. But with lesser number of inspiring scripts and more bans on imagination, these artists have to stick to six-pack abs and choreographed dance routines to keep their careers afloat.

Web series are purely for the internet and as I have discussed, the laws and rules are a lot different here. This helps make the content a lot more real and relatable. On an online platform, one can easily play out real life problems like mental health issues, sex, struggles of a common man, without considering backlashes and repercussions from government bodies or communal groups.
Hence, movie stars and artists are choosing to work in this online space to push the envelope and feed their creative hunger.

In a country like India, celebrities are made by the people. Satisfying the audience is one of the most important goals of these artists.
With digitalization of this country, almost all metropolitan houses have access to the internet and we are always looking for new shows to binge on. For creators and actors, this is a goldmine. The demand is always increasing and the supply is very slow. Anyone with a proper script, good actors, and a decent camera can create the next big hit online. So why won't they?
These celebrated artists have already created a name for themselves through movies. They know that a lot of their fans would watch their show anyway. Hence, if the show fails, the fear of being a complete failure and embarrassment (economically at least), doesn't threaten them too much.
The other very important benefit an artist gets when he chooses to shift to web series is the number of diverse audience.
Madhavan, though had a few Bollywood hits, is mainly known for his work in regional movies. But with a show like Breathe, anyone with an Amazon Prime Video membership can watch him act. Nawazuddin Siddiqui's appearances in McMafia, though ridiculously few, can be viewed by a whole new plethora of audience.
Actors like Amit Sadh and Richa Chadha, who haven't been getting deserved roles in big-budget movies, have gained more success and popularity through web series like Breathe and Inside Edge respectively. So, the shift from movies to web series may seem sudden for big movie stars but is more of a necessity now.

Let's go back to the part where I mentioned the concept of supply and demand in this business.
Demand here = good relatable content + fine acting + decent (at least) cameras.

Because this country is an art house of creative geniuses, the production houses can always count on good ideas to fall into their hands. And because they are big production houses who are used to spending hundreds of thousands for a 20-second firework scene, they have enough money to fund a small project like a web series. So, location and cameras don't require too much work.
Coming to fine acting, we already know why actors would choose to be a part of online shows. And if they are not convinced yet, they have these big production companies write them even bigger cheques and hence, in the end, the supply is a success.
Once a show is a hit, the revenues aren't difficult to collect. We, the audience, tune in for the show and the profits turn up well for the financers. The cycle continues and so more monetarily satisfactory work is created for these artists.

If you are to guess who the most popular TV couple of all times is, you'd probably say Ross and Rachel. But didn't FRIENDS end more than a decade ago?! Well, the reruns haven't. And a lot of pay-per-view or video on demand services still has it on their list.

One can argue that once a show is over, the craze or hype of watching it fades out considerably. But if it's a good show, it'll keep attracting new generations of audiences and now, because these shows (mostly web series) are easily available on online platforms, the popularity resurfaces.
Some believe that Saif Ali Khan's Netflix thriller Sacred Games is supposed to reclaim his popularity among the young crowd. So these shows not only guarantee long-term popularity, but they also promise wise career moves.

Absolutely not!
We are a nation who worships cinema and it will always remain the most popular form of entertainment in this country.
Web series and YouTube sketches have a young urban viewership. The rest of the country still relies on regular TV shows and movies to help them through their everyday life.
Producers, writers, and actors are still trying to redefine cinema every day They are still trying their best to create magic on those big screens. So if you enjoy watching your favorite artists in larger than life atmosphere of a movie theater, don't get disheartened. Movies will always be there. And now, so will the web series.

Disclaimer: The opinions expressed in this article are the author's own and do not reflect the view of the website

Deblina is a self proclaimed cinebuff with a decent taste in music. She is also an engineering student with a passion for story-telling.