1. INTRODUCTION
The media and entertainment industry has consistently grown and
continues to grow at a global level, particularly with the advent
of new mediums for distribution, supported by dynamic technological
advancements. The Indian market has not only followed this global
trend over the years but has also demonstrated enormous potential.
In the recent past, the Indian media and entertainment industry has
witnessed a paradigm shift, both, in the volume and demand
for varied content as well as in the mediums opted by
viewers to access content.
With the rise in digitisation in India and greater access and
affordability of the internet, digital media and entertainment
platforms, also known as over-the-top
("OTT")1 platforms, have
become popular with viewers of all age groups and
categories. OTTs are perhaps on the verge of replacing the
conventional television box and the availability of a wide range of
content on a single platform, catering to the needs
