Comparative Study of Viewers’ Behaviour Over Traditional Television Channels And Over Ott Video Platforms In Maharashtra
The great digital revolution has brought so many changes in all aspects of our lives including the way we buy products, the way businesses are done, the way products are marketed, the way we search for the information etc. Traditional television channels are going through the major disruptions. Television industry has witnessed many changes all these years such as VCRs (Video Recorders) in 1970s to DVRs (Digital Video Recorders) to DTH in Early 2000s. Over The Top facilities are defined in various ways by various people, the most elementary denotation of OTT is ‘All types of services- for the users over internet directly without any contribution of mediators like in case of old-style or traditional modes.’ OTT video platforms are considerably becoming part of viewers’ entertainment time and they are giving tough competition to traditional modes. Time and place convenience, availability of efficient and cheap data connectivity, penetration of smart phones, availability of cheap and even free access to OTT video platforms, sheer breadth of content to choose from and quality of content are some of the major factors affecting viewers to shift towards the OTT Video Platforms.