Ultra Media and Entertainment Group is set to make a significant investment of Rs 250 crore over the next five years in its newly launched Over The Top (OTT) platform, Ultra Jhakaas. This exciting platform is primarily focused on delivering content in the Marathi language, with a current library comprising of over 1000 titles that offer more than 2000 hours of content.
Sushilkumar Agrawal, the CEO of Ultra Media and Entertainment, stated, “We have ambitious plans to expand the content catalogue of our new OTT platform, Ultra Jhakaas. We are committed to investing Rs 250 crore into the platform over the next five years.”
The company’s strategy includes the exclusive release of Marathi films on Ultra Jhakaas at regular intervals. Furthermore, the platform aims to broaden its reach by exclusively streaming Hollywood and South-Indian films dubbed in Marathi, catering to a wider audience. Additionally, Ultra Jhakaas intends to produce and stream original content, including web series and films created by esteemed directors. Discussions are underway with production houses for co-production opportunities to bring fresh and engaging content to the platform. In the near future, the platform plans to offer live streaming of various genres, including Marathi theatre plays in both live and recorded formats.
Currently, there are seventeen OTT platforms catering to regional languages, such as Hoichoi (Bengali), Aha (Telugu), Sun NXT (Tamil, Telugu, Malayalam, Kannada, Bengali), Koode (Malayalam), Regal Talkies (Tamil), and Ultra Jhakaas (Marathi). As per Ormax, a leading media and entertainment research firm, approximately 30% of India’s population has access to OTT platforms. The Indian OTT industry boasts a subscriber base of 42.38 crore. Interestingly, only 10% of the overall OTT audience resides in the top six metropolitan cities, indicating ample potential for regional language content to capture audiences beyond these urban centers. In response to this trend, OTT platforms are actively increasing their regional language content. The FICCI-EY report projects that the share of regional languages in India’s OTT video content will rise from 27% in 2020 to 54% in 2024.
Taking these facts into consideration, Ultra Jhakaas aims to significantly expand its subscriber base to five lakh by the end of 2023.
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Basant Kasayap is an entertainment aficionado who delves into the glitz and glamour of the entertainment industry. From Hollywood to Bollywood to regional cinema, she offers readers an insider’s perspective on the world of movies, music, and pop culture.
