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From Our Insights Desk

Too long a tail: The snag in India’s OTT growth story?

Too long a tail: The snag in India’s OTT growth story?

An analysis of streaming originals launched in India since 2020 reveals that the strike rate has been poor so far. The author analyses implications of the findings on the category

Taarak Mehta Ka Ooltah Chashmah: Turning crisis into opportunity

Taarak Mehta Ka Ooltah Chashmah: Turning crisis into opportunity

Despite filming restrictions, and on-air absence of lead character Jethalal for two weeks, the show strengthened its viewership in May 2021 because of effective content innovation

Reel & real: The Southern mix

Reel & real: The Southern mix

In South cinema, the lines between the real life of a star and his role on the screen tend to blur, with references that only those in the know can understand and appreciate

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