OTT platforms partner Bollywood content creators
NEW DELHI : Buoyed by the increasing popularity of content creators who consistently produce edits of Bollywood songs and scenes, video streaming platforms are partnering them to promote new shows and movies, as they look beyond regular influencers. Services like ZEE5 and Disney+ Hotstar have tied up with these creators for shows like Sirf Ek Bandaa Kaafi Hai and Saas Bahu Aur Flamingo over the past few weeks. Known to create instant nostalgia through their snippets, especially among movie buffs and bring fresh perspective through accompanying memes, creators are finding particular draw on platforms like Instagram.
To be sure, content creators such as these are known to edit and post interesting clips or make Reels based on film songs and scenes, often from the 1990s and early 2000s, to cash in on their nostalgic appeal, and gain traction, especially among film buffs and fan communities. “The rise of short form video, driven by the popularity of Reels, has given rise to many new genres and formats. One of them is where people curate content to make entertaining Reels.
These mostly take the form of memes and get popular because of the trending audio including songs or dialogues," said Paras Sharma, director and head of content and community partnerships at Meta. Another reason for the popularity of this format, because of its interplay with memes, is the way they are shared rapidly in DMs on Instagram, Sharma added. Recently, Amazon miniTV partnered with Meta, where a select group of creators will collaborate and create content around key properties from the streaming service.
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