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7 Liberal Stud. 33 (2022)
Why Are OTT Platforms So Popular?

handle is hein.journals/libs7 and id is 33 raw text is: Why are OTT Platforms so popular? Uma Shankar Pandey* Over the top (OTT) platforms use internet protocols to distribute content. It literally refers to delivering content over the top of a platform. OTT delivers television, video and audio through the internet instead of conventional radio frequencies. For video content this distribution system was a logical technological progress from the earlier satellite beam, broadcast waves, cable wire and other such systems. However, this alternative way of distributing content brought forth major changes in the way content is consumed and distributed. This meant the platforms didn't have to send the same show to everyone at the same time. The liveness and immediacy that was a necessary feature of television viewing was no longer a requirement. It freed the consumers from the constraints of fixed television schedules. If one missed a particular show on television it was gone. With the introduction of set top boxes and other recording equipment, one had the choice of recording programmes. Recent scholarly work on media and technology has shown how non-human material technologies can impact the manner in which content is produced and disseminated. Most notably, the Actor Network Theory has emphasized the role of technological and other non-human actors (or actants) in enabling, restricting, shaping and even evolving newer formats of content. Printing press for example led to mass distribution of various printed content. The telegraph allowed content producers to source and distribute content across continent. Similarly, satellite technology had a major impact on the content industry. At the same time social actors impact the technological actants as well. Many of the changes visible on the OTT platforms are a continuation of this interaction between technology and content. Most OTT platforms started * Associate Professor and Head, Department of Journalism & Mass Communication, Surendranath College for Women, Kolkata, IAMCR Ambassador.

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