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Between Two Screens: The New Phase of Prime-Time Entertainment in India


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Published in Media and Entertainment on Tuesday, May 27th 2025 at 1:04 GMT by Newsd   Print publication without navigation

  • It's a typical summer evening in India. An IPL match is on, and a family is gathered around the television. But not everyone's eyes are on the big screen.

The article "Between Two Screens: The New Phase of Prime-Time Entertainment in India" from Newsd.in discusses the evolving landscape of prime-time entertainment in India, driven by the rise of digital platforms alongside traditional television. It highlights how streaming services like Netflix, Amazon Prime, and Disney+ Hotstar are reshaping viewer habits, offering diverse content that caters to varied tastes and often bypassing the constraints of conventional TV programming. The piece notes the significant impact of the COVID-19 pandemic, which accelerated the shift towards online viewing as people sought entertainment from home. Additionally, it touches on the competitive dynamics between OTT platforms and TV channels, with both vying for audience attention through innovative content and marketing strategies. The article suggests that this dual-screen environment is creating a new era of entertainment consumption in India, characterized by greater choice and flexibility for viewers.

Read the Full Newsd Article at:
[ https://newsd.in/between-two-screens-the-new-phase-of-prime-time-entertainment-in-india/ ]

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