We will keep trying to give something different to audiences, says Ajayvir Singh of Chaupal OTT

The over-the-top (OTT) boom in India has seen a slew of digital platforms opening up for Indian audiences. Cashing in on the regional diversity in the country, which allows for OTT platforms to carve a niche for themselves, these platforms offer an array of content for audiences at home. Chaupal, one such platform, was launched in 2021 by the Punjabi movie channel Pitaara TV. 

The name refers to a community space where people with varied interests come together for a common interest. With the tagline ‘Entertainment beyond boundaries’, the platform provides content in three regional languages — Punjabi, Haryanvi and Bhojpuri.

In an exclusive conversation with Cinestaan.com, Ajayvir Singh, the programming head of Chaupal, talks about the interventions made by OTT platforms in traditional distribution and exhibition practices, and the niche audiences Chaupal is aimed at.

Speaking about the ways in which the platform is differentiating itself in a crowded space, Singh said, “We are the peoples’ OTT platform. That’s what our slogan says as well. It’s your own language…that’s what we are working on. The biggest difference between us and other OTT platforms is that emotions are very important to us. We are far removed from sexual content and vulgarity. We only put forth that which audiences can watch with their families. It’s a family OTT platform.”

Digital platforms in many ways have been seen as a boon for the film industry where producers and distributors have found another option to market their films, in addition to the traditional exhibition space of the cinema hall.

Singh explained, “The big change that has happened in distribution is that we are working on two formats. One is a revenue-sharing system for cases where we are not buying content but have this system. If it is a non-exclusive contract, then films can be shown on different OTT platforms simultaneously, which is really good for distributors because money comes in from different sources.

"The second thing is that earlier when it came to buying content, satellite rights was the only thing. But with OTT, the digital rights have come in, where we are buying films as well as doing revenue sharing…This has been a big support for the film distribution system."

Elaborating on the effect of digital platforms on the film industry in Punjab, he added, “There has been an overwhelming response by the industry. They have been two sources of employment that have been generated — theatres and OTT. This has been a big boon for actors and technicians in terms of employment." 

There have also been changes in production. "A Punjabi film is made in 40 to 45 days. Here, we make productions within 25 to 30 days, since we do not have songs. There has also been a difference in budgets. The budgets for films in theatres are higher than budgets on OTT platforms, so actors, writers and technicians have to work out the costs. It took some time for them to accept it but they realize that continuity [of work] is much more on OTT platforms,” he said.

Chaupal has recently Chaupal OTT to release Punjabi-language women-centric content

" target="_blank">announced women-centric content, which will add to the slate of crime thrillers and comedy shows offered on the platform. “We are working on different topics — we work on real issues, social issues. Majajan Orchestra is about the journey of women in orchestra bands while Shahi Majra looks at how girls coming from villages to cities survive there. Sometimes, the girls get lost in the glamour of the city," Singh said.

The time is ripe for digital platforms to explore different possibilities with respect to content and form. The response to an OTT channel focused on regional content in Punjabi, Haryanvi and Bhojpuri has been quite encouraging.

“Chaupal has been getting an overwhelming response, which exceeds our expectations. Not even in India but in other countries as well, since Chaupal is available in 150 countries. America, New Zealand, Australia and even Pakistan, we have seen a very good response. Speaking about the future, our focus will be on looking at topics that have not been explored by anyone yet. Our focus will be to touch on real incidents that have happened in Punjab or even in Bhojpuri or Haryanvi markets. That will be our focus and we will keep trying to give something different to audiences,” said Singh.

The programming head of pointed out that while the digital space seemed to be gaining significant ground, traditional theatres are very much here to stay, as they offer a different film-viewing experience.

"OTT has impacted theatres but theatres have a certain space for themselves, which will continue because 90% of cinemas are multiplexes. People will not stop going to theatres as it is an outing for families. Mostly theatres are in malls and watching a movie means spending the day together but OTT shows can be watched at home, anytime; so they both have their own space.” 

Majajan Orchestra was released on Chaupal on 17 July and Shahi Majra will have its premiere in August.