That honour goes to Arunabh Kumar’s The Viral Fever (TVF), producer of hit web shows Following the success of these disrupters, just about every traditional film studio and broadcaster is now dabbling with the new format, but YRF has been the most proactive, building up a You Tube subscriber base of more than half a million and winning a string of awards; 6-Pack Band has won both a Cannes Grand Prix Glass Lion and a Webby.

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Filled with content from their existing portfolios—Hotstar from the generous bucket of Star India, Eros Now from Eros International, etc.—and some content acquired from other sources—Hotstar showed Game Of Thrones (GOT) Season 6 simultaneously with the US, Eros Now acquired a Pakistani show—almost everything that was on TV is now online.

But what’s going to distinguish one content provider from the other are original shows, or content created especially for the digital platform.

Sending a message While some songs and episodes are more successful than others, the writers on all of this content are aiming to get their message across without sounding didactic.

“One thing we’ve learned is that, when you’re trying to make a difference, the minute you start sermonising or preaching it’s never going to fly,” Patil says.

It’s an entry point of a hundred thousand dollars rather than several million.” Among the talents to get their first big break on the Y-Films series, Angira Dhar, the main actress in , was recently signed to star in an as-yet-untitled romcom produced by Ronnie Screwvala.

As You Tube is a global platform, the series are also reaching an overseas audience.

The seven-year-old boy sneezes into a sanitary napkin thinking it’s a tissue. In the last few years, creative content, short films and shows on the Internet have exploded in number, with multiple platforms in play.

Later, the same boy questions his father, what’s masturbation? The boundaries of creativity are being stretched, within the realms of big studios’ S&P (standards and practices) departments, and outside of it, in the all-encompassing world of You Tube.

But the team can use cameras and props between the studios’ bigger productions.