SEISMIC SHIFT IN FILM VIEWERSHIP TREND AMONG YOUNG AUDIENCE
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Keywords:
OTT, New Media, Cinema, Young Audience, Seismic Shift, Viewership TrendAbstract
Human beings are constantly working for the betterment of life and living. Each passing day world discovers a new developed tool to make life more effortless. With the advent of internet and new media technology life became easier and more enjoyable. The effect of technology can be seen in almost all the areas of life. Entertainment industry is one which enjoys and suffers at the same time. People started adopting the new way of living discarding the traditional path such as watching films in cinemas. New technology also has an adverse effect on the viewership of films in theatres. It has been found from a study that maximum footfall in cinema consists of teenagers and young adults and recently they are being influenced by the technology’s newbie over the top (OTT) entertainment platform.
For this study the researcher’s main focus will be on the young audience and how their consumption pattern has brought a seismic or sudden change in film viewership trend. This study will also find out the factors responsible for the change in trend and reason behind opting OTT. Uses and gratifications theory (UGT) approach will define why and how people actively seek out OTT medium to satisfy their needs. A structured survey method using google form will be used to understand the consumption habit of the young viewers. The analysis of the response will be represented by employing quantitative technique.
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