From a quality perspective, where does India stand in the global scheme of things? Can we have content that goes beyond geographies and finds relevance across the world, something on the lines of Money Heist/Game of Thrones? Q) Having your content on global OTT platforms also means the world is opening up for the content. Our key differentiator from other studios remains our ‘risk-reward’ philosophy that sees us invest upfront in content creation, to be licensed to platform partners later. Our learnings from the past 4 years have also helped us improve on our creative and commercial algorithms, and now allows us to place bigger bets with talent and scale. The audience appetite for quality content will only increase that’s the key word – quality – and variety and diversity. We continue to aggressively invest in incubation and development from an early stage. How are you as a production house equipped to meet that demand, and what makes Applause different from other content production houses? People are hungry for bigger and better content. That way we will be able to anticipate and create for the gigantic streaming market that is exploding in India and all over the world. Our key learning has been in a way a validation of our original premise that we should obsessively focus on quality storytelling and carefully listen to what our consumers are saying, feeling, doing. Be it shows like Criminal Justice or Scam 1992, Applause has come up with content that has stood out. The 4-year-old Applause Entertainment, a content studio that is part of the Aditya Birla Group, has been a frontrunner for coming up with content that has been noticed and appreciated. Indians are hungry for good content and OTT platforms have been constantly trying to up their games because it is only strong content that will help them break the clutter and make consumers choose one platform over the other. The last few years have given content studios in India a brilliant opportunity to put their best foot forward. We speak to Sameer Nair, CEO, Applause Entertainment on all that is happening at the content studio and what more they have in store for us.Applause Entertainment, the content studio responsible for bringing series like Criminal Justice and Scam 1992 has been focusing on creating impactful content that stands out in the clutter.It is no secret that the Indian OTT space is booming and audiences are spoilt for choice in terms of the content available to them.
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