OTTs Eating Up Satellite Business

“Hi Nanna,” starring Nani and Mrunal Thakur, garnered a respectable total at the box office globally. The film found a new lease of life on Netflix, quickly rising to prominence on the platform’s Top Films list.

However, “Hi Nanna” faced disappointment on television. Its recent premiere yielded dismal TRP ratings, especially disheartening for Nani, known for his appeal to family audiences.

Nani’s recent films are struggling to gain viewership on television while enjoying significant success on OTT.

After ruining the theatrical business significantly, the OTT boom has now started eating up the satellite market as well.

The decline in television viewership was also evident in the case of Kamal Haasan’s “Vikram,” which premiered on satellite with shockingly low TRP ratings in 2022.

“Hi Nanna” had been available for streaming on OTT platforms for a significant period before its television premiere, resulting in reduced interest from viewers.

TV channels pay substantial amounts for satellite rights but if films start flopping on TV then the satellite market would be dead soon.

The disappointing performance of films like “Hi Nanna” and “Vikram” on television underscores the need for a reassessment of the satellite business model.