The rise of Over-the-Top (OTT) streaming platforms has significantly altered India’s media landscape, bringing in a shift in Public Relations (PR) strategies. With platforms like Sony LIV, Netflix, Amazon Prime Video, JioHotStar and ZEE5 dominating, PR professionals have been made to revisit the traditional playbooks to stay ahead in an increasingly digital world. PR professionals are adopting new-age PR phenomenon such as digital storytelling, influencer collaborations, data-driven marketing, and real-time crisis management.
PR in the Age of Streaming: New Strategies
- Influencer & Digital PR
The rise of social media (SM) has brought influencers and digital content creators to the forefront of entertainment marketing. Today, PR professionals acknowledge that audiences place more trust in their favourite Instagram influencers/Twitter reviewers than the run-of-the-mill advertisements. OTT platforms frequently collaborate with these digital personalities to generate buzz around new releases. For instance, when Amazon Prime Video released The Family Man, influencers played a key role in amplifying its reach. The authenticity of such promotions helps streaming platforms tap into niche audience segments that traditional advertising often struggles to reach.
- Viral Marketing & Meme Culture
Shows like Scam 1992 and Mirzapur gained huge popularity not just due to their compelling narratives but also through viral SM campaigns and meme culture. The meme-ification of content has become an essential tool for PR professionals, helping shows reach wider audiences in an engaging and shareable manner.
For example, Scam 1992, the Harshad Mehta story, saw an explosion of memes featuring the protagonist’s dialogues, which were widely circulated across social media platforms. This user-generated content fueled discussions that extended the show’s visibility beyond traditional marketing efforts. Recognising the power of this trend, PR teams now proactively create meme-worthy content and encourage fan participation to sustain engagement long after a show’s release.
- Regional Storytelling & Localisation
With the surge in regional content on platforms like SonyLIV, Aha, and Hoichoi, PR efforts have had to adapt by hyper-localising campaigns. For example, when ZEE5 launched Kaali Peeli Tales, a Hindi-language anthology series, the campaign was tailored differently for northern and southern markets. This localisation ensured that content resonated deeply with audiences from different linguistic and cultural backgrounds, driving higher engagement and viewership.
- Crisis Management & Reputation Building
With the rise of controversial themes and politically sensitive narratives in OTT content, PR teams play a critical role in handling backlash, managing online sentiment, and ensuring brand integrity.
For instance, when Amazon Prime Video’s Tandav faced backlash over alleged religious insensitivity, PR teams navigated a delicate situation by issuing clarifications, removing objectionable content, and engaging with stakeholders to mitigate damage. In such scenarios, crisis communication strategies involve swift responses, proactive narrative control, and engaging with key opinion leaders to rebuild trust.
The Future of PR in the OTT Era
As OTT platforms continue to expand, PR strategies will become even more data-centric and audience-specific. With artificial intelligence’s (AI) role growing in content recommendation and marketing, PR professionals will have access to deeper audience insights, enabling effective storytelling. Additionally, innovations like interactive content, augmented reality (AR) promotions, and personalised digital campaigns will further redefine the way streaming platforms engage with audiences.
The integration of blockchain and NFTs (Non-Fungible Tokens) in the entertainment industry also presents new opportunities for PR campaigns. Streaming platforms might soon explore unique ways to engage fans through exclusive digital collectibles, behind-the-scenes access, or even virtual fan experiences—creating fresh avenues for PR-driven engagement.
Conclusion
The OTT revolution in India has reshaped how PR professionals approach audience outreach and brand reputation management. As streaming platforms continue to grow in influence, PR campaigns must evolve to embrace digital-first strategies, influencer collaborations, data-driven storytelling, and crisis management frameworks. With audience behaviour constantly shifting, adaptability will remain the cornerstone of successful PR strategies in the dynamic world of OTT entertainment.
For PR professionals, the message is clear: the future belongs to those who can craft compelling narratives, harness the power of digital platforms, and engage audiences in ways that resonate beyond traditional marketing. As India’s entertainment ecosystem continues to expand, PR in the OTT era will be all about innovation, agility, and authenticity.
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Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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