For the longest time, I’ve been audition people’s complaints about the Bangladeshi media industry. There are too abounding channels with too little affection content, the artists aren’t advised fairly, and there seems to be no end to the commercials. But the industry is boring evolving with the appearance of the agenda medium, which does not affliction admirers with ads and brings in affection content, admitting with a college bulk tag. Will agenda platforms be able to transform an industry that abounding anticipate is burst above repair?
There are over 40 abreast run TV channels in the country, of which four are annual channels, one music channel, and one is for children. The blow are all the same—a abominable admixture of news, drama, films, absoluteness TV, celebrity allocution shows, political allocution shows, and “phono live”. The abridgement of boldness is shocking. For example, if you about-face on the TV backward on a weeknight, you’ll acquisition some middle-aged men arguing over the accompaniment of the country. You ability acquisition that too stressful, so you adjudge to about-face channels. You’ll see that every approach is broadcasting a agnate show. The alone array is in the men’s hairlines.
Frustrated with the repetitive agreeable on bounded channels, bodies begin a aggregation of alternatives. One articulation angry to Netflix and Amazon Prime. Afifa Tabassum Tinni, a PhD apprentice in the UK, says she was already a big fan of bounded television. “I grew up watching Humayun Ahmed’s sitcoms and in the aboriginal 2010s, I absolutely enjoyed watching telefilms that leaned on the ancillary of comedy. Watching Eid-er natok with ancestors was article we all acclimated to attending advanced to,” she said, “Then one accomplished day there was a abrupt admission in abundance and a huge bead in quality. I had to resort to adopted content, to be honest.”
Nazia Rifat, abecedary at a clandestine university, echoes this sentiment. “I acclimated to agilely delay for Ekanno Borti and 69 episodes aback in the day. Nowadays, I hardly anytime about-face on the TV unless there’s a Bangladesh candid match.” She adds that she gets best of her ball from YouTube on her mobile, and sometimes watches movies on Netflix.
“The aftermost Bangladeshi ball I watched was on the YouTube app. It was an Eid appropriate addition recommended,” she said, “I anticipate my smartphone is the acumen I chock-full watching TV altogether. Social media apps and YouTube are abundant to canyon the time.”
Tinni, however, mentions that she still tries to acquisition acceptable Bangladeshi agreeable on YouTube, like abounding added admirers I batten to. “I anticipate there will consistently be a fanbase for Bangla natok, abnormally in my generation. There are bags of telefilms on YouTube, yet I see alone a scattering of actors alternating on anniversary show. My accompany and I try to clarify out the acceptable ones, we’re still loyal to deshi content.”
YouTube is artlessly acceptable for the audience—they can acquisition architecture vlogs, cat videos, and Bangla telefilms, all in one abode for free. Director Ashfaque Nipun weighs in on this, “I don’t anticipate you will acquisition addition media industry as abased on YouTube as ours. Bodies appetite to watch for free, and producers accept accustomed this convenance for years now.” “Generally, shows are fabricated for a specific average such as blur or TV. Afterwards the antecedent release, its rights can be awash to several platforms, from area every being complex in assembly gets a cut,” Nipun explains. “But in Bangladesh, the convenance has been different. The appearance is uploaded to YouTube anon afterwards its release, and it yields actual little assets for the producer.”
Despite the accessibility it offers, YouTube is not a acceptable platform. Alive sites are the analytic alternative, with an added fee. There is a area of the admirers who are added than accommodating to pay for streaming, but they adopt all-embracing agreeable on Netflix and added such sites more.
“Our annual isn’t absolutely geared appear bodies who already accept Netflix subscriptions, because they won’t acquisition Bangladeshi agreeable to be on par with the shows they watch,” says Rean Rahman, country arch of iflix in Bangladesh and Sri Lanka. “Our admirers are of the middle, lower middle, and accomplished alive class. They watch about two hours of iflix every day.”
iflix is a Malaysian alive belvedere that launched actuality in backward 2017. Its business archetypal has afflicted decidedly back then—it is no best partnered with a telecom aggregation for appropriate offers, and best of its agreeable is free, as is creating an account. The armpit currently uses a freemium model—according to Rahman, 90 percent of the agreeable is chargeless but there are ads.
Two added accepted sites, BongoBD and Bioscope, chase a agnate archetypal area best of the agreeable is free. But Bioscope has a altered roadblock to cable in Bangladesh—you cannot admission exceptional agreeable after a Grameenphone SIM. This is bad annual if you don’t use GP and weren’t able to bolt the cine Debi in theatres. However, exceptional cable can be purchased with a acclaim agenda if you are alfresco Bangladesh. Telecom aggregation Robi’s alive belvedere RobiTV is alike added inaccessible—you cannot alike analysis what agreeable they accept after a Robi number. This cartel of telcos over their agreeable alienates admirers who ability accept been absorbed in a subscription.
When asked whether or not this roadblock banned their audience, Zaki Md Adnan, growth, agreeable and business advance of Bioscope, reasons, “Grameenphone has the better user abject of over 75 actor in Bangladesh. We appetite to serve Grameenphone users with the best content.” Based on abstracts provided by the company, however, Bioscope alone has an almost of 150,000 users daily.
Meanwhile, Ahad Bhai, architect and CEO of BongoBD, hopes to accomplish Bangladeshi agreeable accessible to everyone. “When we started out in 2013, Bangladesh didn’t alike accept 3G internet! Bodies struggled aloof to watch a music video. So back we approached bodies allurement for agenda rights, anybody anticipation we were crazy.”
Ahad mentions that the above challenges for them were ambience up a agreeable commitment arrangement from scratch, and accepting approval to bill bodies through adaptable banking services. “Currently there are about 75 actor bodies who watch BongoBD about the world. Accepting consumers to pay is still not easy, because they are so acclimated to chargeless content. The availability of internet and the bulk of abstracts packs additionally affect people’s alertness to pay.”
Despite best efforts, best of the chargeless agreeable on iflix, Bioscope, and Bongo BD are additionally accessible on YouTube. Rean Rahman of iflix addendum that this is not a above issue, as iflix additionally has a huge account of adopted agreeable that isn’t accessible elsewhere. “As this is an all-embracing platform, the basement is able with aerial affection streaming. We put subtitles and action Bangla audio for Turkish or Korean shows, which helps us allure consumers,” he said.
Meanwhile, Bioscope and BongoBD’s workaround to people’s affection of YouTube is to access absolute alive rights or aftermath aboriginal content. “Back back we started, we acclimated to upload on YouTube and from there we congenital a able user base, which has now confused to BongoBD’s website. We accept apparent that bodies are boring abating up to the abstraction of advantageous for exceptional content, but that agreeable has to be absolute to our site. So absorb ascendancy and anti-piracy are actual important to us,” says Ahad.
Nipun mentions that alive sites can action a apple of possibilities to creators. “Producers already apperceive they can acquire a fair bulk from these platforms. Further incentivisation can be done in a cardinal of ways, firstly by accretion assembly budgets. The budgets provided by TV channels cannot be advised the standard, because that low account has been a above acumen abaft the bead in affection that audiences accuse about.”
Indeed, a college account ability acquiesce creators to analyze altered genres such as abhorrence and aeon shows, as admirers accept developed annoyed of adventurous plotlines and banal characters.
“The ambit and calibration of alive sites should not be bound to a few users of a specific SIM card—if added bodies watch a show, it encourages the architect to abide the acceptable work. Best importantly, the writers of our industry charge be empowered. Acceptable autograph is at the affection of every acknowledged TV show, yet this accomplishment is not admired by the industry,” adds Nipun.
Film ambassador Esha Yousuf of Aynabaji fame, says she finds that alive sites action added artistic freedom. “You will acquisition some of the agreeable online to be added adventurous and unusual. Filmmakers and writers apperceive they accept the abandon to acquaint their own belief here, they are chargeless to experiment.”
Rahman mentions that iflix does performance-based acquisitions and offers 50 percent of ad revenues to the creator, but their capital focus charcoal on adopted content; Adnan says that the better allurement for creatives to put agreeable on Bioscope is the befalling to body a “partnership with the arch agenda benefactor in the country.”
Ahad Bhai, however, has a hardly altered booty on the issue—he is aggravating to body a agreeable ecosystem surrounding BongoBD. “Unlike YouTube, we action creators added array and ascendancy over monetisation. We are absolutely local, so we can assignment aural the industry to array agreeable with campaigns or advertisers, and action agreeable on a subscription, pay per view, or ad-based model.”
According to Ahad, BongoBD additionally offers a abounding abutment aggregation that handles analytics, assembly and post-production, acknowledged issues, and marketing. He said that bluntness and accuracy are acute for architecture a accord with agreeable creators, as issues such as acquittal disputes and absorb violations are aggressive in acceptable media. “Without the creators, this business will not flourish,” he adds.
Apart from the ones mentioned, there are assorted added bounded and adopted alive sites that action Bangla content, such as Hoichoi and JagoBD. Esha Yousuf thinks alive sites can body a ablaze approaching for the Bangladeshi media industry. “As a creator, I do acceptable competition,” she says back asked if there are too abounding alive sites for such a baby industry. “Healthy antagonism can drive affection and accompany added creators to the forefront.”
But too abundant of annihilation can become a anathema for anybody from advertisers to producers, actors, and viewers, as the blooming of clandestine TV channels has proved. Alike in the all-embracing arena, there are beneath players in the alive bazaar than our bounded industry. The cable model, forth with absolute agreeable that rewards both the creators and the audience, seems to be the alone way to animate an industry that has collapsed into a abandoned aeon of ads and repetitive shows. It charcoal to be apparent which of the sites administer to sustain the archetypal and acquire a profit.
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