• Gayathri Satish

The older generation demands entertainment (Television shows) through the medium of the traditional method of television viewing while the millennials are the group who requires services that provide them easy and flexible access to content with utmost convenience. The increase in internet speed has resulted in a boost in data consumption since 2015, with more and more media consumption being obtained in digital format. The rise of over the top (OTT) platform in the Indian market has provided the consumers to access these shows anywhere and at any time provided they have an internet connection and the device required. The research paper in context “Millennials and Hindi Television Shows: The role of Instagram and OTT Platform in the promotion of television content in India” attempts to study the change in media platform from that of television viewing to the OTT platform and how Instagram which was initially a social media platform for sharing photos. Instagram has evolved into the category of OTT platform delivering video on demand of television shows with major access by the millennials who portray a shift in consumer ownership to that of easy access to a vast library of content with no time constraint. The paper will look into Roland Barthes Semiotic Analysis as its theoretical framework with Triangulation method of qualitative and quantitative research approach through audience survey, expert interview and content analysis of Instagram pages and snippets of Recaps and Precaps of Hindi television shows and a detailed study of OTT viewership and its Hindi television show content in the Indian market in providing content to the millennial viewership. The OTT platform studied will be VOOT and ZEE5 with Instagram pages focused on shows viewed in the mentioned OTT platform.

Instagram, Millennials, OTT Platform, Television shows

"MILLENNIALS AND HINDI TELEVISION SHOWS: THE ROLE OF INSTAGRAM AND OTT PLATFORM IN PROMOTION OF TELEVISION CONTENT IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.308-315, June 2019, Available :http://www.jetir.org/papers/JETIR1906N95.pdf

"MILLENNIALS AND HINDI TELEVISION SHOWS: THE ROLE OF INSTAGRAM AND OTT PLATFORM IN PROMOTION OF TELEVISION CONTENT IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp308-315, June 2019, Available at : http://www.jetir.org/papers/JETIR1906N95.pdf