Ultra Media & Entertainment Group, which specializes in producing, acquiring, distributing and syndicating content, has launched two new OTT (over-the-top) platforms and plans to invest ₹500 crore in the OTT business over the next five years for content acquisition, marketing and technology, among other things. The company aims to have a total of five million subscribers for the two platforms within a year of launch.
Ultra Play, one of the new platforms, features a curated collection of over 2,000 films from the 1950s onwards, from directors like Guru Dutt, Raj Kapoor, Shakti Samanta, Subhash Ghai and Vidhu Vinod Chopra, among others. The other, Ultra Gaane, hosts over 4,000 classic tracks from the 1940s onwards and music from new independent artists. Both platforms will offer an annual subscription plan of ₹199 and a three-month plan for ₹99.
Ultra already operates Ultra Jhakaas, a Marathi OTT platform it launched in 2023.
“While this content may be available for free on other platforms, it is not the focus of those services. We are looking at programming from a nostalgic point of view and have kept the prices reasonable to cater to the masses,” Rajat Agrawal, chief operating officer and head of Ultra Media & Entertainment Group, said in an interview. He added that the company will continue to invest in acquiring digital rights for outside content, which it will stream on its own app or distribute elsewhere.
Long-tail OTT
Many video streaming platforms have been launched. In recent months, streaming platforms have started offering content in specific regional languages or producing shows with niche themes. Vibhu Agarwal, founder and CEO of Ullu, a video streaming platform known primarily for its adult content, launched a mythological OTT service called Hari Om, while Navrattan Group, a Mumbai-based company with businesses in engineering, technology and construction, is planning to launch a new service offering movies for family audiences. Despite the saturation of the OTT market, niche platforms can create unique audiences by focusing on specific themes or genres that are not covered by mainstream platforms, media industry experts said.
“Ultra Play is our tribute to the timeless magic of Bollywood. By reviving these classic films, we are not only allowing audiences to relive their cherished memories but also introducing a new generation to the legacy of Indian cinema,” Sushilkumar Agrawal, CEO, Ultra Media & Entertainment Group, said in a statement.
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