Content creators hoping to find approvals for shows and movies on streaming platforms are increasingly honing their pitches by heavily pre-packaging projects before taking them to services to save time and money, as the latter become cautious and slow down investment in the country. .

Unlike the old practice of spending more time on casting and getting a crew after the title has been green-lit by the platform, producers now already zero in on the lead talent that can speed up the opening process, with OTT having a feeling better if the concept and faces will resonate with the target audience. This helps control the budget and is a good way to get noticed, the creators say.

“Today, pre-packaging a show essentially translates to matching the project with key talent, both on and off screen. This could mean attaching lead actors for on-screen roles or securing a well-known showrunner or director behind the scenes. By doing this, you strengthen the pitch. Naturally, having credible industry names attached to your show allows platforms to have more confidence in the material. It essentially acts as a ‘vote of confidence’ for your project,” said Kreeti Gogia, head of content – business and operations at OML (Only Much Louder) Entertainment, a media and entertainment company.

Previously, these decisions were made post-development or after they received the green light, Gogia said. But now platforms are open to discussing talent and packaging from the start, alongside the material itself.

In a saturated content market where no one is quite sure what will resonate with key demographics, having a packaged product provides some peace of mind for all parties involved, industry experts like Gogia said. It gives everyone a clearer idea of ​​what the end result might look like, even before significant resources are invested, providing a sense of security. It’s also an effective way to stand out and be noticed, creating that sweet spot between predictability and innovation.

The benefits are substantial for both platforms and manufacturers. For the latter, knowing the scope of the project in advance—by attaching a showrunner or director early on—helps clarify the creative vision early on. On the platform side, having the right talent already locked in speeds up decision-making, budget approvals and timelines. While securing talent can sometimes delay a project by months, a prepackaged product allows everyone involved to move forward more efficiently on all fronts.

“While earlier it was fine if you just led with a good story, as platforms are narrowing down their selection process, it is just as important for them to know who is aligned with it. This gives a better understanding of the vision, scope, timeline and most importantly the commerce and profitability of the content and can help speed up discussions as they can see how your content can fit into their release timeline,” Akshada Bhalerao . , head of sales and acquisitions at Civic Studios said.

Earlier fitting would have been a bonus, these days it is almost essential, Bhalerao added. As producers, presenting fully packaged content with budgets, timelines, key cast and director in place builds platform confidence in your ability to pull it off.

Rajat Agrawal, chief operating officer and managing director of Ultra Media & Entertainment Group, which operates Marathi OTT platform Ultra Jhakaas, earlier agreed that pitches were usually more abstract, with producers pitching a general idea or concept for the show, without specific talent or budget details. The OTT platform would take on more risk, working with the producer to finalize distribution, budget and timeline after the pitch has been accepted.

The move to pre-packing means manufacturers have to invest time, effort and sometimes capital up front to create a much more refined and detailed proposition. This reduces back and forth after a project is opened.

“The OTT space in India is getting crowded and platforms are flooded with pitches. A pre-packaged project stands out as a lower risk proposition for them. Platforms prefer to work with projects that have reduced uncertainty. With actors on board and a set budget, it’s easier to gauge the viability of a show. International platforms often expect detailed pre-packaged proposals and this trend is setting in in India as well,” said Agrawal.

To be sure, however, some experts point out that the strategy for national and international platforms may differ from how regional OTTs currently operate, even if the foundation remains the same.

“Usually, an external production house pitches its ideas to OTT platforms and based on the platform’s interest, the business progresses. However, in the case of regional OTTs, their involvement is more hands-on as they aim to control the budget, make creative decisions and ensure the best possible result. In some cases, regional OTT platforms feel that their creative control or the quality of their content could be compromised if they are outsourced to third parties. This concern has led them to adjust their strategy accordingly,” said Ajayvir Singh, head of content, Chaupal, an OTT specializing in Punjabi, Haryanvi and Bhojpuri content.

Key recommendations

1. Now the platforms are open to discuss talent and packaging from the start, alongside the material itself.
2. In a saturated content market where no one is quite sure what will resonate with key demographics, having a packaged product provides some peace of mind for all parties involved.
3. For producers, knowing the scope of the project in advance—by attaching a showrunner or director early—helps clarify the creative vision early on.
4. For platforms, having the right talent already locked in speeds up decision-making, budget approvals and timelines.
5. A prepackaged project stands out as a low-risk proposition for platforms.
6. However, regional OTTs have more hands-on involvement as they aim to control the budget, make creative decisions and ensure the best possible outcome.