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This is a Quantitative Study study.

Recalibrating Media Management: Content Innovation in the OTT Era With Reference to Indian Perspective

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This study shows how OTT is redefining content production and distribution in India, highlighting emerging trends and opportunities.

India's M&E industry is transforming with OTT leading to new content creation strategies and distribution models.
The study reveals that content production, especially in animation and visual effects, is gaining prominence with India's digital landscape.
Utilizing recent market research, it outlines socio-economic factors like mobile internet access driving these industry changes.
Key trends include local content development, genre diversification, and strategic international collaborations influencing the media ecosystem.

Dr.S. Archana (2025) studied this question.

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