TCH 2022: Language no barrier to consume South content, only quality

Technology and the pandemic have changed the consumption patterns of South-based content drastical

Mumbai: The unending reservoir of talent emerging from the South across languages like Malayalam, Telugu, Tamil and Kannada indicates that language is no longer a barrier in the consumption of content, only quality. Experts discuss the implications of the South content market boom at Viacom18 presents The Content Hub Summit 2022 organised by

What genres and stories are directors and producers from the South working on? The answer to this lies in a panel discussion that brought together the prominent creators of south-based content.

The Content Hub Summit 2022 is co-powered by Applause Entertainment and IN10 Media Network. Aaj Tak Connected Stream is the association partner. Industry partners are Fremantle India, Hill+Knowlton Strategies, One Take Media, Pratilipi, Pocket FM and The Viral Fever. The Indian Motion Pictures Producers’ Association (IMPPA) is our community partner.

The session was on the topic ‘The South Content Mantra: Regionalization at its Best’ and was chaired by 91 Film Studios founder and CEO Naveen Chandra. He was joined by Indian film producer and Guru Films founder and CEO Sunitha Tati, MMTV CEO P.R. Satheesh and AHA head-non-subscription Nitin Burman.

The session moderator, Naveen Chandra opened with the question, “how can a 3.5 crore audience-Malayalam film industry make a 100-crore film? For that we need to find out how consumer habits transformed and what changes happened during the pandemic.”

Panellists think that pandemic has changed the consumption habits dramatically and the growth of OTT platforms has bridged the gap between the masses and South India content.

AHA head-non-subscription Nitin Burman opined that the craze for South movies is not recent. It has been there for a long time but it’s the numbers which have notably spiked now. "Earlier, access to this content was not there for the general audience," he added.

Indian film producer and Guru Films’ Sunitha Tati said that the way we look at the content is changing. “Post-pandemic, we distinguish between stories on whether it’ll draw audiences to the theatres or do we need to take it to the people on OTTs," she said. Talking about the unique marketing strategy she remarked, "we actually learnt marketing from Bollywood, but we took it to the next level."

Talking about the growth of the South content industry MMTV CEO P.R. Satheesh said that people are now very particular about the quality of content. He noted, "it’s no longer about language. Language is no longer a barrier- it’s the quality of content that matters. And as we talk about the quality of content, the South industry is in its best stage right now," he added.

Watch the complete video of the discussion below.

Latest Reads
ZEE5 Global collaborates with the LuLu Group in the middle east to celebrate 'India Utsav’

ZEE5 Global has partnered with the LuLu Group for their 'India Utsav' celebrations. The event was launched at the same time across the GCC countries on 15 August 2022, at Al Wahda Mall in Abu Dhabi, in the Group's first-ever simultaneous region-wide launch of its celebration of the 75th Indian...

Television TV Channels GECs
Impact Wrestling extends partnership with Eurosport India

Anthem Sports & Entertainment’s professional wrestling promotion, Impact Wrestling, has partnered with Warner Bros. Discovery’s premium sports channel, Eurosport India. The partnership will ensure that viewers across India, Bangladesh, Bhutan, Maldives, Nepal, Pakistan, and Sri Lanka will...

Television TV Channels Sports
Sony Entertainment Television acquires the rights to Endemol Shine’s MasterChef India

Celebrating food, togetherness and diversity, Sony Entertainment Television embarks on an appetising journey as it acquires the rights for the Indian adaptation of the internationally revered culinary reality format, "MasterChef", produced and distributed by Endemol Shine India.

Television TV Channels GECs
News18 Kerala announces special line-up of programs for Onam

Mumbai:  Onam – the colourful festival of Kerala’s culture and tradition – is round the corner. The 10-day festivity includes Sadhya, Thiruvathira Kali, Pookalam, Ona-thallu, Pulikali, Onavillu, and welcome songs for King Mahabali. Highlighting Onam’s sublime activities such as Pookalam, aromatic...

Television TV Channels News Broadcasting
“We’re looking to invest and reinvest about Rs 3000 crore over 5 to 7 years”: Applause Entertainment CEO Sameer Nair

Celebrating its fifth anniversary, Aditya Birla Group’s Applause Entertainment has released over 40 shows on various OTT platforms so far and is now venturing into feature films.

Television TV Channels People
News18 Network launches News18 Jammu/Kashmir/Ladakh/Himachal TV channel

News18 Network on Monday launched News18 Jammu/Kashmir/Ladakh/Himachal on the 75th anniversary of India’s independence.

Television TV Channels News Broadcasting
India TV editor-in-chief Rajat Sharma conferred 'Most Influential Indian' award in London

Mumbai: On the eve of India’s 75th Independence, Rajat Sharma was identified and honoured as the "Most Influential Indian" at an event hosted by the British monarch at the top of London Bridge. Under the capable guidance of ELITE Magazine's managing director, Puraskar Thadani, who planned the event...

Television TV Shows Awards
I&B minister Anurag Thakur launches Bharat24

The union minister for information & broadcasting and sports & youth affairs Anurag Thakur, launched the new national Hindi news channel, The tagline of the channel is “Vision of new India!”

Television TV Channels News Broadcasting
Sun TV Q1 results: Revenue rises 47.38% to Rs 1,193.90 crore

Sun TV Network revenue increased by 47.38 per cent (including IPL) to Rs 1,193.90 crore in Q1 FY23, compared to Rs 810.10 crore in Q1 FY2022.

Television TV Channels Viewership