Significance of OTT platforms and challenges faced by the Pakistani film industry

This paper examines the position of local Over-The-Top (OTT) platforms in Pakistan such as Tamasha, SeePrime, Tapmad, and UrduFlix and the issues they encounter in the changing media environment in Pakistan. These sites have revolutionized the way viewers (especially the younger ones) watch movies and plays by offering them the convenience of on-demand viewing. They have also provided a platform to filmmakers to present a variety of stories and spread Pakistani culture beyond conventional cinemas. Along with these opportunities, the Pakistani OTT platforms have a number of challenges that restrain its growth. They cannot fulfil the demands of the audience because of low budget, censorship, piracy, weak internet connection, and inadequate technology. Most of the viewers want quality productions yet they want them to be free or pirated, which makes the local platforms even weaker in terms of revenue. The research was quantitative in nature, since it entailed survey of OTT users and media professionals in Pakistan. The survey findings indicate that most of the younger audiences are moving towards the digital platforms, which they find convenient and diverse. Nevertheless, the respondents also pointed to the poor quality and affordability of local services in comparison to international ones. The results indicate that Pakistani OTT platforms need to enhance the quality of productions, invest in low-cost subscriptions, and invest in digital infrastructure so that they can survive and succeed. All these can be addressed by local platforms which can aid in revival of the Pakistani film industry and make it relevant in the digital world.