Content in Regional Languages: What the Future Holds for Us

In a vast market like India, producing content should not be followed as a linear approach. It is a land with diverse languages and cultures, and the makers focus on creating an end product that matches the cultural ethos of that particular region. Thanks to the humongous growth of OTT and Pan-Indian films, the language barrier has been shattered significantly.

When Did the Trend Start Changing?

During the COVID-19 pandemic, the trend of watching content became much more saturated. People started watching their favourite content on their phone streaming app. These streaming apps provide exclusive access to various types of regional content. It caught people’s interest and changed the overall trend of watching regional language content.

The Growth of OTT Platforms:

In the past few years, you may have noted a rising growth of various vernacular OTT Platforms. If you are a non-Hindi speaker in India, you have multiple options in terms of OTT to browse a show created in your native language. It has opened avenues for newer talent, who show conviction by trying new plots and ideas. These platforms have a lot in line and are here to grow.

Planned Marketing Strategy of Films:

Alongside this, one of the major contributions behind the growth of regional language content is the newer marketing strategies for films. Nowadays, most local language films are released in a pan-Indian medium, dubbed in multiple languages. There has been a surge in the number of well-known Bollywood stars playing important characters in those films. This is a trend that makes people more interested in local language content. For example, we can cite the cast of Sanjay Dutt in a few Kannada and Tamil Films like ‘Leo’ and ‘KGF: Chapter 2’.

Local Investment:

While finding the reasons behind the growth of the vernacular medium, we need to acknowledge another major factor. The local players are now interested in investing money to develop mediums that showcase content in regional languages. They target an enclosed market that comprises a smaller region. This contributes greatly to the growth of the regional OTT hold in India, which is projected to grow exponentially from its current state.

As someone related to the media field, I feel fascinated by the growth of regional languages in India. It is a positive sign that will strengthen our bond, be respectful to others and conjoin in the feeling of oneness. It won’t be surprising if we come across more and more platforms and media to access the diverse vernacular content that is on offer.