Disney+ Hotstar has tasted success with multiple international titles, including British TV hits such as The Night Manager and Criminal Justice, Aarya, a show based on the Dutch show Penoza, which was nominated at the International Emmy Awards, and Bad Cop, a German show with the same name.
JioCinema has launched reality shows such as Temptation Island and Bigg Boss OTT, a remake of Big Brother. Likewise, SonyLIV has adapted multiple international productions for the Indian market, including Israeli shows such as Your Honour and Fauda.
Experts said OTT platforms are investing in international content since it adds variety to their content line-up, and Indian consumers are also receptive due to their exposure to international content in recent years.
They said the demand for international content, particularly scripted shows, on OTT is growing since they keep the viewers hooked for a longer period while also expanding the content library.
Unlike TV broadcasters, who were big on licensing non-fiction content, streaming platforms are focusing heavily on fiction since digital allows them the freedom to experiment with newer formats.”With a strong consumer insight mining engine at play, we have understood there is an appetite for successful international shows among our viewers here. It allows for diversity in content, offering fresh ideas and concepts and giving us an opportunity to bring something unique that maximises audience engagement,” said a Disney+ Hotstar spokesperson.Mrinalini Jain, group chief development officer, Banijay Asia & Endemol Shine India, said there is an advantage in adapting shows that have already been successful globally since they have a well-established plot to follow.
“While these shows have a legacy and pedigree attached to them, making them a safer bet for investments, the challenge lies in hyper localising them as per the Indian market and innovating them for OTT platforms to make them a success, whether it be a scripted or unscripted format,” she said.
Fremantle India managing director Aradhana Bhola said international shows are a big success in India since they come with proven track records and hence are safer bets.
