Guide on Granting and Disseminating Overseas Content in India
India, with its vast and diverse market, presents a significant opportunity for content creators seeking to expand their reach. The demand for both regional and international content is strong, fuelled by growing internet access, particularly on mobile devices.
In the rapidly evolving landscape of Over-The-Top (OTT) platforms, self-regulation currently governs the industry, but government oversight is evolving. Understanding how you'll make money is fundamental to your distribution strategy in India, with common monetization models including licensing fees, revenue sharing, minimum guarantees, or a hybrid approach.
Partnering with experienced local distributors, sales agents, aggregators, or co-producers is often the most effective route for distribution. Co-producers collaborating on content creation can open up distribution avenues. For content with broad appeal, such as family dramas, animated series, or certain types of unscripted shows, traditional television remains an indispensable part of a comprehensive distribution strategy.
The Indian entertainment market is a collection of diverse regional markets, each with its own language and cultural preferences. A strong preference for content that is either dubbed or subtitled in local languages is evident. Dubbing and subtitling into major Indian languages like Hindi, Tamil, Telugu, Bengali, Marathi can expand your audience exponentially.
To succeed in India, it's important to clearly define all terms in your agreement, including exclusivity, rights granted, duration, and language versions. Engaging local cultural consultants or working closely with your Indian distribution partner is key for managing cultural sensitivities effectively. Familiarize yourself with Indian censorship laws (Central Board of Film Certification) and intellectual property rights.
Market research can help prioritize languages for localization during distribution in India. Strong contractual agreements with local partners, clearly outlining IP ownership and usage rights, are crucial for protecting your assets during distribution. Registering copyright in India can provide stronger legal recourse in case of infringement.
The top strategies for successful content distribution in India involve a combination of digital-first approaches, understanding local audience preferences, leveraging social media platforms, and utilizing SEO and data-driven insights to maximize reach and engagement.
Key strategies include targeted platform selection, leveraging social media and influencers, SEO and keyword optimization, localized content creation, consistent and scheduled publishing, data-driven adaptation, hybrid and innovative formats, partnership with content marketing agencies, and engaging local cultural consultants or working closely with your Indian distribution partner.
India offers a multitude of channels for content distribution, including theatrical release, broadcast television, and OTT/VOD platforms. The Central Board of Film Certification (CBFC) certifies content for theatrical release and television broadcast. Despite the OTT boom, traditional television remains a powerhouse in India, reaching hundreds of millions of viewers, especially outside metropolitan areas.
Industry markets and events (both physical and virtual) are good places to start when connecting with potential distributors and platforms in India. Affordable data plans increase streaming of international shows and films. Deals are often denominated in US dollars or Indian Rupees, and currency fluctuations can impact the final amount received. It's wise to discuss and agree on the currency of payment and potentially explore hedging mechanisms for large deals.
Despite the challenges, the Indian market presents a wealth of opportunities for content creators. With the right strategies and partners, your content can find a home in this vibrant and diverse market. Our website offers a comprehensive global B2B marketplace for the Media & Entertainment industry, providing valuable tools and connections for content owners looking to enter the Indian market.
In the exploration of expanding content distribution in India, incorporating both educational and self-development content, such as documentaries or talks on sports and other popular topics, can attract a wider audience. Simultaneously, supporting local sports-related programs or collaborating with regional sports teams can prove beneficial in establishing a strong foothold within the Indian market.
