KOCHI: The penetration of internet and smartphone has given a huge fillip to promotion and marketing of entertainment content world over. Official data reveal that almost half of the revenues of major entertainment firms, like Sony, come from their digital platforms.
Meanwhile, media entities in Kerala have fallen short of reaping benefits of the digital platform optimally, though it has opened up an international avenue for movie/music makers from places like Kerala to showcase their work and make money.
People working in the sector say the problem lies in the approach towards digital media - it is considered more like a promotional platform than a business tool. “There is a lack of professionalism. Many youngsters who create Facebook pages and Youtube channels, which promote saleable content, are movie aspirants who use the platforms as a stepping-stone to the film industry. They promote their content through the websites free of cost, but don’t think about generating revenue for the producers,” says Binu George, who has worked with many prominent digital media companies in Kerala.
According to Binu, due to lack of monetary benefits, producers are unwilling to give their content to the fan-promoters. As most of them have no idea how the digital media works, their efforts do not fetch money. It also hampers the chances of companies like Onlookers Media to build a good content bank, which would increase their visibility and brighten the prospects of earning revenue for the producers.
Binu, however, is hopeful of a positive change as producers have started getting their heads around how the digital media works.
Nandini Raja of Silly Monks Entertainment, a digital media company based in Hyderabad that manages the pages of Ashique Abu’s OPM Cinemas and Lal Jose’s LJ Films, says that digital media works on an altogether different business model.
“In Malayalam, movies are made eying the returns the satellite right would fetch. Digital media is a platform similar to satellite, and it is getting bigger. There are many platforms like Hungama App and Hotstar that have redefined the way we watch movies. Going forward, they will also change the way movies are made. There is an international audience for regional content,” she says.
One company that has been providing Malayalam movies online for the global audience successfully is Reel Monk, which released ‘Ottaal’ and ‘Njan Steve Lopez’ online. Vivek Paul, co-founder of the company, says there is a dedicated audience for Malayalam films around the world. “There is a global audience for niche films. ‘Ottal’ was watched by many non-Malayalam speaking audience in countries like Germany,” he says. Reel Monk charges movies Rs 180, 300 and 660.
“We are hoping to have more independent filmmakers on board, who do not get theatres and good show timings,” he adds.