As India strives to become a more Viksit Bharat, Nivedita Basu, Vice President - Content & Business Alliance of Atrangii OTT & TV, feels that the entertainment industry has played a huge role in making society progressive. Speaking on the occasion of India’s 77th year of Independence, she said, “In the past ten years, the Indian entertainment industry has shown great progress and has evolved in a way to match the international standards.”
“Be it in terms of content, or the talent that is coming our way, the industry has shown massive growth and will only continue to advance in the coming days. I feel there is a new wave of patriotism that has bound the whole country together, and some of the credit for this definitely goes to the Indian cinema and TV industry. From sports to politics and education, the industry has focused on all these aspects of the country’s while raising the entertainment quotient,” she added.
Asked how Indian cinema and television can contribute to the nation’s journey towards development and growth, Nivedita said, “First and foremost, I feel while cinema and TV have their bits of the western culture, they also highlight the Indian culture and its roots and traditions in a beautiful way. TV, especially, still has a big audience base because of this reason. Moreover, it helps begin conversation around much-needed social reforms.”
“Apart from that it also helps in bringing a change in perspective by influencing people’s ideas. And it is a great educational tool, there is no denying in that. From hygiene, to certain diseases, among other things, this medium provides knowledge to people in an informative way,” she added.
She also stressed that there have been shows and series that focus on nationalism and talk about an independent India. “The struggles, the trials, the tribulations of leaders. The leaders, which we didn’t know much about earlier because everyone was not privy to books, So now that everything is getting transcribed on screen, whether it is TV, OTT, or films, people are aware,” she said.
“Social media is a huge tool. There is so much content being made that creates awareness. I think all that is together contributing in huge levels to our awareness towards an independent India,” Nivedita added.
