Are Tamil OTT viewers DIFFERENT? – MY Thoughts & Understanding

India is not called a Sub-Continent without a reason; every 400 miles is different and unique.

Different & Unique like Tamil Viewers. YES, Tamil OTT viewers are DIFFERENT.

How? and Why? ….. Here is MY thoughts and Understanding on this.

Movies are staple; and stars are demigods.

Movies as an art form caught the eyes of this Tamils as early as it has been introduced to India. They started giving their lead a demi-god status and continued celebrating cinema and made them part of their life. 

This language produced a Super Star, Rajinikanth who was the first one to break the 100cr Box Office ceiling in India. He is what Ambitabh Bachan is to Bollywood movies. Unlike AB, Rajinikanth still plays role which is much younger to his age and competing with next-gen heroes who are half his age. The audience.. the viewers… his fans… still adore him and give the same reception what they gave 35 years back. His legacy and stronghold at box office still continues.

And,Tamils have Thalapathy ( Vijay ) and Thala ( Ajith Kumar ) who are consistently giving 200+ cr movies for the last few years… These guys have put in 25+ years in this industry to be called a rookie.

The next few heroes in the Box-Office hierarchy have put around 15 years in the industry

The shelf-life off of the heroes here is very much longer and they are loved across the generation.

What type of content Tamils in Tamilnadu consume?

Tamilnadu is one of the most industrialized and urbanized states in India. Thanks to the successive Dravidian parties rule in the state and their hatred towards the Hindi imposition drew the Tamils closer to English. And, socialistic policies of the Dravidian governments gave much emphasis to education and pushed this state to have high level of literacy. This English educated urban viewer started to consume more English content and is very much exposed to the latest development in World cinema. For the rural audience, they simply happy with the content they receive in their primary language and most cases the only language they know. Tamil.

On one hand they have Tamil content as their main course and on the other hand English and world movies as supplementary meal which satisfies their cravings.

Many English movies were directly dubbed into Tamil and released in Tamilnadu, this trend is seeing a downward fall during the last 5-7 years and now, only leading Hollywood production houses are dubbing their major contents with targets youth and kids are dubbed into Tamil. Few genres are just released directly in English language and rest reaches them digitally.

The urge of Tamils to consume the content in their local language is clearly visible and STAR SPORTS recognized it much early and started their first local feed in Tamil.

Content in Tamil FIRST, rest NEXT.

Are Tamils happy with what they get?

With more than 225+movies produced and released every year and another 100+ movies waiting in the pipeline for release, Tamils are not starved for CONTENT.

Regional satellite channel, SUN TV consistently top the all India ratings released by BARC every week. With plethora of General Entertainment Channel (GEC) and News Channel, the viewer’s thirst for CONTENT is more than satisfied.

With options galore and bombarded, Tamil viewers are assured of the CONTENT which keeps them occupied. The real urge and quest is LESS visible amongst Tamil Viewers.

Are, they happy with what they get?

They are CONTENT with the content, but not HAPPY and SATISFIED with the CONTENT.

What is the current trend in Tamil Film Industry?

In the last years, on an average 200+ Tamil movies got released every year. And, the movies which got their investments back should be in single digits, percentage wise.

And, most of the Box Office money spinners are of the top 10 bankable stars. Few movies with lesser known stars and team make it to the list. But, that is few and far between.

All these hit movies by top sale-able hero are typical masala pot boilers which idolizes the hero and make them larger than life…

In short, it is ESCAPIST movies.

Tamil viewers don't experiment up with the idea of exploring different genres. Mass masala, action, romance, thrillers are off repeated genres.

This trend is not mostly seen in other South Indian languages films, where small budget movies and movies from new and lesser known actor are still encouraged and different genres explored.

We could safely term this as viewers habit of adoring individuals either be a star or a star director.

A combo of star and star-director is really a dhamaka.

But, multiple hero subjects movies are a big NO.. NO.. here.

Are these are the reasons for this HABIT? Or, is there anything which misses the eyes?

Race to the stardom

Looking at last decade of movies, almost 90% of movies themes and presentation travel on same path and similar genre…. Occasionally, few movies break the shackle and norm. And, a younger hero is produced. After a couple of movies they venture and do the same kind of movies which is more than life size, despite knowing that they haven’t reached that heights or gathered enough fan following. Then the familiar result, the movie and the hero fail miserably at the Box Office.

Every young hero and any wannabe hero wants to be a mass hero and do regular staple themed movies. By, doing this they are competing with the top sale-able stars and end up spoiling a budding career and left to fend for them.

Why would a viewer watch a stereotyped story with a lesser known hero, when the same is dished out by the top stars?

Shouldn't the younger lot try a different course which is unique and different? Something tried by Ayushman Khurana in Hindi movies.

Here in Tamil, every hero wants to be a Superstar.

Then how will the viewer change and expect differently?

The road less travelled today or completely forgotten.

The heroes chase for Superstardom has made one area or theme less relevant and less explored nowadays. THE VILLAGE based themes.

The village based theme could easily make a hero, a darling of the masses… A real son of the soil hero….

There is a big vacuum left by yesteryear actor Ramarajan. Who used to be called fondly as 'Gramarajan'? On his heydays he used to give top heroes like Rajinikanth and Kamalahassan sleep-less nights and plan their movies, in such a way that their movies wouldn't clash with his movies' release.

It's not Rajinikanth or Kamalahassan who first charged a crore for a movie in Tamil, its Rajkiran who become darling of the rural masses with his rustic look and rural themes.

Even today few heroes try this genre occasionally; and almost all the times they succeed in village based subject and hit a gold mine… Karthi's 'Kadaikutti Singham' and Gautham Karthik 'Devarattam' are classic examples.

Whoever touched this subject in an honest manner have hit a jackpot

Telugu top heroes regularly do village based subject and the numbers are there to see. Rangasthalam and Seethama Vakitlo Serimalli Chettu could be taken as examples.

But, the Tamil heroes like to do only stylish movies shot in exotic locales or the ones portray them as super heroes who could defy the science behind gravity.

There is a clear need for this kind of story-line which the Tamil Viewers subconsciously expect.

The Tamil Viewers aspire for stylish movies but don't forget to appreciate and welcome stories which are closer and part of them, the movies which relates to them and their day-to-day life.

The education may move them to big towns and cities but the villager in them is there forever.

Is Content denied or Opportunity denied?

One more reason that pushes viewers to not expose to new genre movies and experimental movies are the mindset of old foxes shepherding distribution and exhibition business and syndicates ruling the movie business and trade.

They decide what would run and what wouldn't it. The producers are forced to produce movies which they presume which would get theatrical release. In turn, writers are forced to write what is demanded from him or what market demands.

And the end result…. Viewers get stories which are stale dishes, served in new plates.

Viewers have NO choice and been drugged with these regular contents. With NO major options given to them, they extend their expectations to all and every available entertainment format.

Recent trends and new wave of Cinema

Last few years there is a sub sect in Tamil literature world termed as 'Dalit Literature's . Same trend is picking up in Tamil Cinemas called Dalit Cinemas…..

PA. Ranjit has become a torch bearer for this kind of movies. His movie with Tamil Superstar Rajinkanth ' Kaala' gave him enough visibility and popularity and now his Production House is producing movies on the lives, oppression and suppression of Dalit Community.

This has a counter effect; the other predominant communities are coming with their own version. Year 2019, saw one such movie 'Draupadi' produced and directed by unfamiliar director and with lesser known actors become a runaway success. The Tamilnadu theatrical right was sold for a unheard whopping amount, which not only covered the production costs and gave huge profits to the producers. Down the value chain the distributor and exhibitors of this movie, each made a cool 100+% profit.

Amazon has picked up its digital rights post release and the movies continuously trended and was topping the list for a reasonable time.

The caste and class polarization which is evident in recent Tamil films is a major phenomenon for consideration and coupled up with a village backdrop story, it become a perfect recipe for box office success.

Is this a welcoming trend or does it show a fair indication of viewers taste, preference and expectation?

How, different is OTT Webseries trend?

This same trend of following the celebrity is clearly visible in the viewing pattern of web-series on OTT platforms. 20+ web-series would be produced and streamed in the OTT platforms ( this list doesn't include web-series on YouTube) and Zee5 has launched the most.

Top of the heap is 'Queen' produced and streamed by MX, directed by leading Tamil director Gautham Vaasudev Menon and featuring Bahubalai Rajmatha fame Ramya Krishnan on a title role, which has very close similarity to Tamilnadu's yesteryear star and former Chief Minister, Ms. J. Jayalalitha.

This would easily qualify as the best made and most watched web-series which came out in Tamil till date.

'Dhiravam' starring yesteryear hero Prasanna got Zee5 good reviews and probably good numbers and SonyLiv's web-series 'Iru Dhuruvam' starring yesteryear hero Nanda was well noticed by critics and well received by viewers..

Except few other Zee5 web-series most of them were not well received by the viewers.

Hotstar has signed popular Tamil director Venkat Prabhu to direct a webseries. And popular heroines Tamannah Bhatia and Kajal Agarwal are doing one webseries each.

News are trickling in that Gautham Vaasudev Menon has reportedly signed by Amazon Prime to direct a web-series for them.

Even in web-series Tamil viewers expect celebrities… They prefer a yesteryear star over a unknown actor.

What are the indicators for me to come to this conclusion?

My close interaction with friends in Tamil OTT space and my insider sources in the major player in Tamil market Zee5, says they are not happy with the performance of the web-series selected, produced and streamed by them. And, they have plans to acquire movies or produce web-movies going forward.

Did they share the numbers? NO

But, their reaction of letting go the key persons, who handled the Zee5 Tamil affairs from the launch speaks volumes.

But, is this kind of chase augurs well for the eco-system?

Would web-series travelling on this same celebrity craze film production path face the same fate of that of the film industry?

Would it decipher and re-script the winning formula?

Other players like Amazon Prime, MX, Sony Liv have just tried few; and time is needed to decipher their strategy in commissioning and streaming Tamil web-series.

Meanwhile, Zee5 is contemplating to produce more web-movies than that of web-series. This pandemic period they are in a buying spree…. But, it is only movies, as their exclusive premieres. They have signed and lined many Tamil movie likeYaadhumagi Nindrai, Cocktail, Danny, Nishabtham & Lockup.

 The Tamil OTT space is evolving and lots of questions in front of us and literally a lot to be answered and these are very early days.

Who should be blamed for this situation? Is there any way out?

So, my thoughts on this is ….

The expectations of the Tamil Viewers are struck in a bubble for quite longer. Or to put it other words, their taste is not challenged.

When the content which is not welcome in theaters are premiered in OTT, how could platform expect a patronage for the same content?

Or, what is the point in buying movies by OTT platforms which traditional theaters reject?

What is the point in buying this content paying high premiums, in most cases they would find hardly few takers post release or they would be an easy in-expensive picks.

Are the content being curated before acquiring.

OTT platforms are just shifting viewers from one medium to another…

Would this do, any good for the OTT platforms?

The identity crisis or want of quality content felt my Cinema halls would be the same pain point for OTT platforms in coming years.

Do, OTT platforms wants to fall in to same trap?

Would the Viewers expectations be understood and their current mindset challenged?

Are the viewers really expecting someone to challenge them?

 Yes, they do expect. They expect a better content, if it's available they don't mind embracing the change and accepting it.

The Corona viewing habit mapping and numbers would throw more light on this. The social media posts trumpets the heralding change. Let the industry get a sniff of it. And, act accordingly.

If the ecosystem is not ready or over-powered by few names today...

Shouldn't the new eco-system created?

OTT players should take the lead… With the deep pockets in their side, world content library at their disposal and local audience preferences and expectation in hand, they should work something new… something fresh for this audience…. which the Tamil viewers wouldn't refuse to consume.

Yes, this is a process… It may take some time… At the end, people across value streams would benefit.

As rightly said by Seth Godin "Your art is the act of taking personal responsibility, challenging the status quo, and changing people.?" 

Let the viewers be challenged. And, everybody in the value chain be benefited.

Anand Saga

UVW BUSINESS

[email protected]

P.S.   :  The in-depth analysis of expectation would be put forth in my future blog posts.

               You could also read through my earlier post

               https://www.dhirubhai.net/pulse/amazon-primes-strategy-tamil-ott-market-working-anand-saga