INITIAL VIEWING MOTIVATION SETS TOWARDS TV AND OTT

Traditional TV and large circulation newspaper are no longer seen as the primary or best means to the audience. OTT platforms provide a spread of contents like web series, cinema, documentaries, TV serials, reality shows, news, live coverage of sports and events, music etc. Reaching the worldwide market and overcoming the multi-device viewing challenge are prevailing. These platforms should leverage applications which will identify viewer preferences and habits. There are more challenges OTT platforms and players face. Such applications should be ready to personalize the viewer experience. The objective of the study is to identify the audience motivating sets towards TV and OTT. The findings revealed that overall viewing pattern of the respondents are based on demographic factors and Netflix is the most viewed platform among the viewers