Viewers want diverse stories with different cultures and perspectives: Nivedita Basu

MUMBAI: Atrangii senior VP Nivedita Basu feels that the audience’s attention span has reduced, and therefore they prefer shows with shorter durations on OTT. She also said that they are looking for different stories that focus on varied cultures and perspectives, especially those with a regional touch.  

She said, “Viewers want diverse stories with different cultures and perspectives. Short-form content, like 10–20 minute episodes, is becoming popular because people have shorter attention spans.”  

“Interactive shows where viewers can choose what happens next are also gaining traction. Additionally, there's a strong demand for localized content in native languages that reflects local cultures. Embracing these trends is key to staying relevant and competitive in the OTT market,” she added.  

As for the current trends on TV, Nivedita mentioned that there is a strong demand for mythological and historical dramas; viewers are drawn to rich storytelling and cultural heritage. She added, “Reality shows continue to be popular, especially those that offer unique formats or celebrity involvement. Additionally, there's a growing interest in regional content, reflecting the diverse tastes of the audience.”   She pointed out that digital integration is another trend that has become popular, with more shows incorporating social media and interactive elements to engage viewers. “OTT platforms are also significantly influencing TV trends, as they offer a wide range of content and encourage binge-watching habits. This has led to TV networks investing in higher-quality production values and more innovative storytelling to compete,” she said.  

“Audiences now expect cinematic experiences on the small screen, and the line between TV and digital content is becoming increasingly blurred,” Nivedita ended.