The relentless focus on storytelling in these platforms seems to be having a ripple effect on mainstream cinema as well. Speaking of how Amazon Prime Video has calibrated its strategy by studying audience preferences, Vijay Subramaniam, Amazon Prime Video India director and head, content, said: “Customers were engaging with three kinds of content —films, everyday soaps on television and news/current affairs. Big names still a drawDoes that mean digital platforms have bypassed the star system with unique content? Suriya Narayanan, south content head, ZEE5, said the audience still looked out for big names, but digital platforms were firmly driven by content. Actors who are willing to experiment with different mediums are definitely open to working in the digital space,” said Mr. Narayanan.

Source: The Hindu February 16, 2019 18:42 UTC