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From Heeramandi, and Amar Singh Chamkila to Ae Watan Mere Watan and Call Me Bae, the casts of some of the most talked-about OTT projects of 2024 include established screen names. Contrary to its positioning as a means to democratise cinema and provide a level playing field for lesser-known actors, there is a growing fear of the OTT space slowly being taken over by ‘stars’, as actress Shabana Azmi pointed out on Instagram recently. She explained, “Nishant […] Established Shyam Benegal as a leading light […] Parallel cinema. Shyam took newcomers and established them as stars in their own right – an opportunity that OTT platforms have, but they are mostly running after established stars and directors and production houses and missing this big opportunity. What a pity!”
“Yes, it is happening, and it is disappointing. Many producers, actors and audiences are talking about it,” says actor Pratik Gandhi, who has starred in OTT projects such as Scam 1992, Modern Love Mumbai and The Great Indian Murder. Actress Aahana Kumra agrees: “Big actors have taken over OTT and the medium has become star-oriented. Stars want to control the medium just like theatre, all the real talent of smaller actors is getting sidelined,” says Kumra.
Legitimate threat or false alarm?
“Gives a popular face [platforms] “There is a certain amount of traction and attraction,” says Maharaj’s director Siddharth P Malhotra, however, adding that to call it the advent of star culture, would be getting ahead of ourselves: “Many shows like Panchayat, Gullak and Yeh Meri Family have made actors stars. So, we can’t generalise something like that for everyone.” Emphasising a similar point to what Malhotra made initially, trade analyst Atul Mohan says that star value for business cannot be undermined. “Star to har mahaag chahiye, unke bina kya hi bilkega. Sab kuchh star ke baad, be it OTT or theatre. Ab saare actors to aa hi gaye hai OTT par,” he says.
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Agreeing that the change is inevitable and “great”, director-screenwriter Suparn S Verma dismisses the idea that star culture is taking over OTT. “Actually, it’s better that actors from all regions and every part of India are coming together. Shows on streaming platforms give actors a chance to play with characters without worrying about the box office. It’s the best of both worlds in every way,” says Verma, who has worked on The Family Man and Sirf Ek Banda Kaafi Hai.
Scoop’s headliner actress Karishma Tanna also finds star culture on OTT to be an interesting phenomenon. “Big stars coming to OTT can be for a variety of reasons, from global reach to simply creative pursuits. While the story should be given priority, stars can help draw attention to the project.”
Will the content be affected and small artistes suffer?
The factor on which the audience responds positively to OTT is the distinctive approach to storytelling. Does more big actors mean a change in novelty and innovation? “The content has started to deteriorate – the same shoot-and-shoot trend is going on. I have stopped watching Indian web content now because nothing different is coming up. They have started commercialising it too,” she says.
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But Malhotra is not worried about a drop in quality. “OTT is completely based on audience interest. A star might grab people’s attention, but at the end of the day, it’s the content that keeps people hooked,” he argues, addressing the oft-expressed apprehension that the demand for star cast will overshadow lesser-known faces. “Shah Rukh, Aamir, Salman (Khan) are not stepping into these shows.” “They (smaller actors) will continue to get equal opportunities as the big stars, because at the end of the day, content is the key,” says Mohan.
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