OTT platforms seen expanding, not replacing cinema, says Deputy CM Udhayanidhi Stalin

Tamil Nadu Deputy Chief Minister Udhayanidhi Stalin highlighted the transformative role of OTT streaming platforms in the Indian film industry, emphasizing that they are expanding cinema rather than replacing it.

Speaking at JioHotstar's South Unbound event on Tuesday, Udhayanidhi pointed out that filmmakers from cities such as Madurai and Salem now have the opportunity to upload their stories and reach audiences worldwide through streaming platforms.

The event also witnessed the signing of a Letter of Intent (LoI) between JioHotstar and the Tamil Nadu government, through which both sides agreed to collaborate on skill development, content creation, and infrastructure support to promote the state’s creative talent and cultural heritage by enabling training programmes, mentorship initiatives, regional content production, and wider digital distribution.

Udhayanidhi said that he was delighted that the partnership with JioHotstar was being launched. He added that Chennai’s tradition and passion for art and culture have been centuries old, and that even Telugu and Malayalam films have been produced in the city.

He further remarked that art has always been considered a powerful force in politics and life. According to him, it can liberate, and movies can educate. He observed that Tamil cinema has historically been associated with driving social change, with leaders like Annadurai and Kalaignar (Karunanidhi) being instrumental in revolutionary shifts.

South India’s contribution to setting new benchmarks for Indian cinema was also highlighted by the Deputy Chief Minister. He stated that content is king and emphasized that a long way remains to go. He added that OTT is not replacing cinema but expanding it. He noted that today, everyone has a voice, and a filmmaker in Madurai or Salem can upload a story and reach audiences globally.

Referring to the JioHotstar partnership, he mentioned that it is expected to generate 1,000 direct and 15,000 indirect jobs in the state. He added that the government is committed to building a strong economy hand-in-hand with cinema.

Actor and Rajya Sabha MP Kamal Haasan said that India’s media and entertainment industry is not merely growing but transforming. He noted that, for the first time, the shift is being defined by the audience, rather than the device. He added that stories have always traveled with people, but today, they travel with the viewer. He said that the audience has become the platform, which changes the relationship between the medium and the message forever.

Referring to the LoI, Haasan mentioned that it represents a Rs 12,000-crore commitment to South Indian storytelling , with over Rs 4,000 crore earmarked for the region over the next five years. He said that stories never belonged to any screen and travel with the listener, belonging to the people, with screens simply following them. He described this tectonic shift as making JioHotstar’s initiative consequential for Tamil Nadu not just for its ambition, but for the opportunities it unlocks.

Haasan also observed that regional stories are increasingly becoming national, while ethnic stories are gaining international recognition. He added that stories born in Madurai, Malappuram, Mandya, or Machilipatnam are no longer regional cinema; they are considered national cultural events.

Krishnan Kutty

, JioHotstar Head of Entertainment (South), said that the South has always been regarded as a creative powerhouse. He added that the stories born in the region are bold, the creators fearless, and the audiences highly engaged. He noted that South Unbound is a promise to elevate the region’s creative force.

Over the past 10 months, more than 500 creators and directors have joined JioHotstar. The platform is planning to introduce regional-first formats, new-age stories, and initiatives such as writing labs, mentorship programs, and skill-building workshops to nurture the next generation of filmmakers, writers, editors, and digital storytellers.

The event was attended by Information Minister M P Saminathan , along with film stars including Telugu superstar Nagarjuna Akkineni , Malayalam cinema icons Mohanlal and Nivin Pauly , and Vijay Sethupathi .