The ongoing coronavirus pandemic resulted in a massive lockdown throughout India. Film theatres too were shut for a long, long time. Most people were asked to work from home. In this lockdown state, what came as a saviour for the masses as far as entertainment is concerned are the OTT platforms. Binge-watching has become the order of the day. Even if we don’t take into account the effects of the lockdown, OTT content was slowly and subtly changing our viewership patterns. Indian viewers were getting addicted to longer content. Indian content makers too became aware of that and started making content which had cliffhanger episode endings, had real settings and was filled with characters who weren’t larger-than-life but looked like someone we all knew. Now, the scenario is that the OTT platforms have become one of the staple mediums of entertainment for digital India. They give the viewers the choice of watching content over different screens, on their own pace and at a time suitable for them. Following the soaring rise of the industry and with an aim to serve its audiences with all things entertainment, Filmfare has embarked on the next journey of celebrating excellence and honouring talent within the OTT industry.
Voting for the Flyx Filmfare OTT awards will start on 23rd November. Mr Deepak Lamba, CEO, Worldwide Media, shared his thoughts about the new venture, “It truly has been exciting to see the remarkable rise of the streaming industry in our country over the past few years. With the advent of digitalization, the number of people who watch these shows, spanning diverse languages, is only going to increase in the near future. Having played an instrumental role in recognizing cinematic brilliance at its finest, the Flyx Filmfare OTT awards was the right step in keeping up with the changing tides and extend our legacy to shine the spotlight on the most-stellar web series and artists of the year. It is indeed the dawn of a new chapter for India’s entertainment industry and we along with the Black Lady are here for it.”
Jitesh Pillaai, Editor, Filmfare had this to say, “While it’s been a year to remember, it’s also been one with many firsts for Filmfare. The start of the year saw the prestigious Filmfare Awards being held outside Mumbai for the first time in 64 years. The end of the year will mark another milestone moment for us as we celebrate the finest in the OTT industry. One can only marvel at how the OTT space has been brimming with innovative and gripping narratives, riveting characters and new talented actors breathing life into these tales. This year, the idea of extending the legacy of Filmfare Awards to streaming platforms seeks to recognize the best of content creators and artistes who have given us constant entertainment even during these trying times.’’
Sharing his thoughts about the collaboration with Filmfare, Shashank Singh, CEO & Co-founder, Flyx said, “We at Flyx are super excited to partner with Filmfare on this exciting journey, this is a historic moment for the Indian streaming industry. Filmfare has a strong legacy and Flyx brings modern age technology to digital entertainment. Flyx is a fast-growing community of movie and show lovers who love to share their excitement and enthusiasm with their friends and family. With streaming wars at its peak, Flyx helps you to find the best content that you will absolutely love.”
We’re super excited about the news and can’t wait to vote for our favourite OTT actors and makers. Be sure to cast your vote on 23rd November onwards. Watch this space for more news on the same…