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Using OTT Platforms in The Pandemic - A Qualitative Study
Using OTT Platforms in The Pandemic - A Qualitative Study
20032501337
Abstract
The current study was designed to understand the usage patterns, psychological and emotional
consequences of using OTT platforms like Netflix, Prime Video, Hotstar etc. by young adults in
India. For this study, we chose a participant between the age group of 18-25,
college-going/graduates, fluent in Hindi and English.
A semi-structured interview was used to study the experience of lockdown, patterns of watching
OTT platforms, reasons for choosing certain genres and shows and mental and emotional impact
of the same.
Thematic analysis by Braun and Clarke (2006) was used to analyze the interview and the
following themes were discussed, preferred genres and their reasons, emotional reasons for using
OTT platforms, Privacy and sharing dynamic.
The results indicated the genres preferred by the participant, emotional reasons for using OTT
platforms and their privacy and sharing dynamic for the same.
Introduction
The objective of the study is to unravel the psychological impact of using OTT platforms on
young adults in India.
Review of Literature
A study conducted by Kim (2022) examined the change in viewers’ pattern of consumption of
TV genres due to the COVID-19 pandemic. It was found that there was a lack of study
conducted on the nature of media content consumed by viewers, for instance, about the kind of
content consumed and the disparity between post and pre-pandemic consumption patterns. The
present study used data from a self-monitoring app- TV Time, where users can search for TV
shows and self-report about the consumption and other such metrics for the shows. The major
period of interest for the study was pre-pandemic, early pandemic and the new normal. The study
found that men and older individuals reported greater genre change than other demographics. It
was also found that the pandemic had a notable impact on the genres of TV shows consumed,
with the impact getting more pronounced as the pandemic progressed. It was found that the
consumption of genres of drama, adventure, horror and fantasy decreased by varying degrees
while action increased. It was also suggested that any studies examining the effects of stressful
events on media consumption in the future should include psychometric data, like stress and
anxiety as well.
The study aims to look into the competition, co existence, and competitive supremacy of OTT
and TV when it comes to customer satisfaction. The niche theory was used to empirically
quantify the degree of fulfillment provided by OTT and TV, as well as their similarity and
competitive supremacy across seven micro-dimensions of gratification. The study's data was
collected from 223 online users across India. The study's findings show that OTT gives a better
level of satisfaction across all seven aspects of gratification, with the most significant difference
being in the convenience factor. According to the niche overlap measurements, the most
resemblance between TV and OTT can be found in giving fulfillment in the relaxation
dimension, while the least similarity can be found in the convenience dimensions. The
competitive advantage of OTT overtook TV in all aspects, with the most notable difference being
in relaxation.
With the advancement of technology and the emergence of the digital age, digital on-demand
video streaming services have exploded in popularity in recent years. The use of OTT platforms
among Indian customers has increased as a result of the Covid-19 pandemic and consequent
lockdown. The goal of the study was to see how customers are changing from traditional
television to OTT platforms, as well as to figure out what reasons are pushing consumers to
switch from traditional television to on-demand media platforms during the epidemic. The
findings revealed that ease, accessibility, and pricing are some of the primary factors driving
people to switch from traditional television to OTT services. During the epidemic, there was a
significant increase in the use of OTT platforms.
Even after the lockdown was removed, practically every company adopted a new trend of
work-from-home (WFH), which led to the expansion of OTT platforms in India because
employees were working from home.
The study focuses on the COVID-19 pandemic as a new development for cultural industries and
policy, as well as its consequences on global online platforms' actions. It sought to study if global
streaming platforms are the beneficiaries of the lockdown measures, as well as to highlight the
potential economic and policy consequences of the global pandemic for cultural industries. The
study focuses on the time span from the start of the pandemic in Asia-Pacific in January 2020
and the gradual relaxation of lockdown measures in North America, Europe, and Asia-Pacific in
July 2020. The study is based on data gathered from companies such as Netflix, Amazon, and
Disney, among others. It analyses the strategies implemented by these platforms in order to
improve their global influence. It also analyzes regulatory concerns and how new research
patterns resulting from lockdown measures are projected to alter the present audio-visual
development policy. Despite huge technical advances upsetting audio-visual sectors, the study
emphasizes a strong continuity in the global audio-visual politics and economy in terms of
power balance.
The research aims to find the rise of the popularity of previously unknown platforms like Disney
plus Hotstar, Amazon prime video, Netflix etc that have now become households. It aims to
draw a link- (if any) between the prior popular cinema culture and the now famous OTT
platform’s popularity curve. Questions in regards to are people still excited to go out and watch
movies in a theater or has a radical shift been made in enjoying “Netflix and chill” more? are
addressed. Apart from this, the future scope of the rise of OTT platforms and the extent of the
popularity is attempted at being understood.
A study conducted by Garima Gupta, Komal Singharia in 2021 investigated the influence of two
major antecedents, namely customer engagement (CE) and quality of service experience (QoSE),
on consumers' willingness to continue and subscribe (WCS) to streaming services in the future.
The paper also investigates the indirect role of satisfaction and habit in influencing the
previously mentioned linkages. The study found that First, there is increased competition in
streaming services. Second, the research tries to explore the function of satisfaction as a
moderator in the aforementioned relationship. Third, the study intends to investigate the potential
moderating influence of customers' increased usage and consumption of streaming services
(conceptualized as a 'habit') during the coronavirus lockdown period on the relationship between
consumers' satisfaction and their future behaviour.To collect primary responses for the study, an
online questionnaire was sent, with a total of 182 responses acquired over a one-week period
serving as the final data set. The study's findings offer an opportunity for OTT platform
providers to capitalize on the perceived change.
A study by Navsangeet Saini. (2020) studied about the availability of cross-cultural content a
subscription to virtually unlimited content, and the accessibility of informative content in the
form of documentary/ docu-series format all point to a paradigm shift in the way informational
content is created, distributed, and consumed. Factors such as increasing smartphone penetration
and the availability of internet data at competitive prices in India are also critical. Indulging in
various movies and ott shows provided an escape from what appeared to be a never-ending
pandemic. It gave us all a sense of normalcy about how things used to be and how we wanted
them to be. Everything we were missing in our real lives was being met in some way by these
shows.The findings indicate that the lockdown had a discernible impact on Indian audiences'
viewing patterns and habits. Binge-watching is a habit that has been aided by the lockdown
situation, and it may indicate a shift in the OTT market in the future.
With the growth of technology and the rise of the digital age, the digital on-demand video
streaming services are on a rapid rise in recent years. With the Covid-19 pandemic and the
subsequent lockdown, there has been an increase in the usage of OTT platforms among the
Indian consumers. The study aimed to examine how the consumers are shifting from traditional
television to OTT platforms and also to understand the various factors which are influencing the
consumers to shift traditional TV to on-demand media platforms during the Covid-19 pandemic.
The results showed the convenience, accessibility, and price are some of the major causes of the
shift from traditional television to OTT platforms. There has been a sharp rise in the usage of
OTT platforms during the Covid-19 pandemic. Even when the lockdown was lifted, a new trend
of work-from-home (WFH) was adopted by almost every company. As the employees were
working from home, this also contributed towards the rise of OTT platforms in India.
Kattula et al. (2021) examined the OTT platform use among college students and its associations
with increased screen time, mental well-being, COVID-19 related anxiety and personality traits.
The study was conducted using a web based survey with 1039 participants who were connected
through Email and/or Whatsapp Messenger. The information on socio-demographic details and
screen time was gathered through the survey. The study indicated that a large proportion of
students used OTT platforms regularly, with three- fourth of the students reporting binge
watching during COVID-19 pandemic. The participants with problematic OTT use had a greater
number of paid subscriptions to OTT platforms. They also scored significantly lower on the scale
score representing the trait of conscientiousness. Further, those with problematic OTT platform
use had poorer mental well-being than others who didn't. Thus, the subscription to paid OTT
platforms and poor mental well-being were associated with problematic OTT use; whereas
personality traits of conscientiousness seemed to offer protection against problematic OTT use.
However, further studies with a more representative and larger study sample is needed to confirm
and better characterize the findings from the current study.
The goal of this study was to predict the psychological negative consequences of the
post-binge-watching phenomenon and the addiction-related stimuli that prompted adults to
binge-watch during the COVID-19 epidemic based on theory. The outcomes of this study
showed that binge-watching is associated with stress, loneliness, insomnia, sadness, and anxiety,
and that screen time spent binge-watching can amplify these negative impacts. Surprisingly, the
findings revealed that binge watching is linked to loneliness and sadness when it is personally
unsatisfying. One potential explanation is that binge-watchers' lifestyles resemble the lives
represented in the episodes, giving them the idea that other people around them are happier with
their lives, making them depressed due to social isolation.
Addictive behaviors among the binge-watchers isolate the individuals from their real-life
situations and align them more with the realities of binge-watching. It was also found that
binge-watchers' addictive behaviors isolate them from their real-life situations and align them
more with the realities of binge-watching. Therefore, when their real-life realities and mediated
realities are incompatible, the individuals experience loneliness. This study tested the moderating
influence of screen time on binge-watching in addition to the direct impact of screen time.
Screen time for web series via online streaming services had a significant moderating influence
on insomnia, depression, and anxiety. The moderating effect of screen time for web series via
online streaming services, on the other hand, did not find a significant association with stress and
loneliness. It was also discovered that older people are less likely to experience the negative
effects of binge-watching.The uses and gratification theory, which defines key motives that drive
media content viewing, is one potential explanation for this occurrence.
As a result, the study proposes that people's comprehension of how to use online streaming web
series be improved in order to avoid negative psychological and mental health effects.
Rahman et al. (2021) studied the binge watching habits of Netflix users amidst the pandemic by
investigating the motivational factors, amount of media consumption and negative attributes
associated with binge-watching on Netflix during the COVID-19 outbreak. The findings showed
that the majority of the respondents reported used smartphones to binge-watch on Netflix amidst
the COVID-19 pandemic. The results of the study also indicated that a vast collection of
programming and relief from boredom are the key motivational factors when it comes to
binge-watching on Netflix which underlined the “One more episode” syndrome as the primary
problem of binge-watching on Netflix. It was indicated that binge-watching a TV series could be
problematic and divert attention from other tasks. The result from the study indicated that with
more free time during the COVID-19 lockdown, it is clear that there is a strong need among
people to escape from boredom and stress. Binge-watching a wide range of shows may be
relieving, but it is also ushering in higher levels of addiction and anxiety. Thus, evidently,
binge-watching on Netflix contributes to escaping reality and seeking relief from boredom
caused by the lockdown and such a digital companion is invaluable in combating the stress
caused by COVID-19.
The study was conducted to analyze the use of OTT Platforms among college students and its
association with increased screen time, mental well being, COVID-19 related anxiety and
personality traits. The study was a web based survey where over 1000 students were invited from
all over India to participate through Email and Whatsapp Messenger. Information on socio
demographic details and screen time was gathered through the survey. It was analyzed that a
large number of students in the study used OTT Platforms regularly and three fourth of the
students reported binge watching. There was a median increase of 240 minutes per day in the
consumption of OTT Platforms after the onset of pandemic. The participants with problematic
use had a greater number of subscriptions to OTT Platforms. The psychological impact of the
problematic use of OTT Platforms was also analyzed and it was concluded that it led to poor
mental being.
The times of COVID-19 have been the most difficult, resembling a war-like situation except this
time, everyone around us, including our loved ones have become our enemies in a way. People
fear for their health and those of their loved ones, their financial well‐being, their ability to
procure food and other supplies, their access to doctors and other “non‐essential” but important
service‐providers, and their overall prospects for a safe and happy future. Due to this, people
have turned to psychotherapists, not only new clients but also, people who have got their
treatment terminated, they returned as well. Naturally there was a fear and anxiety among
psychotherapists as well regarding caseloads, teletherapy, using technology and gadgets for the
first time especially with the older generation of psychotherapists.
Through this research, researchers attempted to find out what kind of shows does a large
population of psychotherapists prefer? Comedy over drama or are the patterns still the same?
Some of the top watched shows as reported were Parasite (2020), Unorthodox,, Tiger King
Ozark. All of these shows are “dark”, each depicting an escape from pressured situations.
In response to the prompt, “Please select your preferred kind of movies or television shows,” the
three most popular categories were comedy (57%), drama (43%), and news (35%). The three
least endorsed categories were sports (13%), reality TV shows (12%), and horror (3%). Notably,
though, during this time frame, it was impossible to watch live sports—virtually all sporting
events had been canceled. It was somewhat surprising that “news” pro- gramming came in a
distant third in our survey. Consistent with these results, respondents described the shows they
were watching as “distracting” (62%), “psychologically engaging” (57%), “thought‐provoking”
(50%), and “funny” (50%). We find it noteworthy that at this time “distracting” was the reason
selected most often for why a particular show was viewed.
Method
Participant details
Name : Ananya Verma
Gender : Female
Age : 19
Qualification : Undergraduate student
Time of Conduction : 7:00pm
Place of Conduction : At home, over a video call
Tools used:
Interview : An interview is generally a qualitative research technique which involves asking
open-ended questions to converse with respondents and collect elicit data about a research
topic.We used semi structured interviews to collect information about our research topic.
Semi structured interview - It is a qualitative method of data collection that combines a
formalized list of open questions to prompt discussion with the opportunity for the interviewer to
explore particular themes or responses further. It involves scripted questions, but the sequence of
questions asked and wording are typically adapted to maintain rapport and respond to each
interviewee’s constructed meanings.
Privacy Model
- Shared or private subscriptions
- Shared or private device usage
Analytic strategy:
We used thematic analysis to analyse our qualitative data. It is used to identify, analyse and
report patterns (called themes) within the data. It is used to organise and describe the data set in
rich detail. Along with this, it interprets various aspects of the research topic.One of the benefits
of thematic analysis is its flexibility.A straightforward step-by-step guide to conducting thematic
analysis:
Some of the phases of thematic analysis are similar to the phases of other qualitative research, so
these stages are not necessarily all unique to thematic analysis. The process starts when the
analyst begins to notice, and look for, patterns of meaning and issues of potential interest in the
data this may be during data collection -
Phase 1: familiarising yourself with your data,this can be done by Transcription of verbal data
Phase 2: generating initial codes, it begins when you have familiarized yourself with the data,
and have generated an initial list of ideas about what is in the data.
Phase 3: searching for themes, it begins when all data have been initially coded & collated, and
you have a long list of the different codes you have identified across your data set.
Phase 4: reviewing themes, It begins when you have devised a set of candidate themes, and it
involves the refinement of those themes.
Phase 5: defining and naming themes, It involves when you have a satisfactory thematic map of
your data for the final refinements .At this point, you then define and further refine the themes
that you will present for your analysis.
Phase 6: producing the report , Involves when you have a set of fully worked-out themes, and
involves the final analysis and write-up of the report.
Reflective essay:
At the beginning of the pandemic, during the first lockdown I discovered Netflix party which
allows one to watch shows and movies together online. It was a time of uncertainty, our boards
had been postponed and watching movies and shows together at night really helped us pass time
and bond together. Initially, we watched shows and movies we had already seen. My friends also
made me watch Harry Potter for the first time and I really liked it. Mostly I saw things I had
already seen before since it provided a sense of comfort or popular shows and movies. From the
content we had already seen, we watched the mission impossible series, the fast and furious
series and Friends. We also discussed what we watched together and had discussions together.
Personally, I watched a lot of mystery thrillers, true crime shows along with sitcoms. Mystery
thrillers and true crime documentaries always help divert my mind and sitcoms are great for a
good laugh when needed. I think I really liked watching true crimes and mystery thrillers since
often, the plots are quite complicated and you’ve to pay your entire attention to them. It helps
keep other thoughts away and they’re also quite entertaining. I think it was like an escape from
daily life for me. A lot of my viewing was also shared with either my little sister or grandmother.
We also kept movie nights with our parents. My usage has varied throughout the pandemic, from
binge-watching occasionally to take months to finish the series. Broadly, I would describe myself
as someone who takes time to watch shows since I usually watch multiple shows at a time. I
usually watch content on television so the privacy model is a shared one. I’m very open with my
parents about what I watch. In fact, often they suggest what I should watch next and I do the
same for them. My platform viewing has definitely increased since the pandemic started. Prior to
the pandemic, I barely had 2 subscriptions, now we have subscribed to almost all platforms and
discontinued our cable tv subscription. Before, I used to download shows which were a little
inconvenient. Now, with the click of a button, I can watch anything anytime, which had
definitely led to more viewing. When it comes to movies, I’ve watched all kinds of movies,
from thrillers to romcoms and old Bollywood classics. For me, it has really helped me to bond
with others around me along with keeping boredom at bay. I’ve also consciously or
subconsciously gotten to learn about a lot of new things. Mind Hunter, some documentaries, the
last colour, have been really eye-opening for me. Along with that, watching old Bollywood
movies made me appreciate how cinema has evolved over time.
Results
Themes Codes
distraction
Emotional and Mental Impact Thrillers, drama, action, war films (heavy
films) - metally exhausted
Exploring New Shows during the Pandemic watching psychological thrillers - life was
and its aftermath pretty stagnant
“So all of us used to have video calls at night and just talk, and uh my form of escape has always
been uh, youtube, netflix, uh all of these”
“So, it helped, it really helped me not listen to covid things all day and like get into a fictional
world.”
“Cutting yourself completely out, and for those half an hour forty-five minutes just being
somewhere else was how I coped with it.”
The participant discussed how OTT Platforms served as a type of escape for her during moments
of uncertainty. The participant remarked that it helped her forget about the outside world when
she was watching a series or a movie. The pandemic, particularly the second pandemic, was
especially difficult for her, and OTT platforms served as a coping strategy during these trying
and uncertain times.
A study by Navsangeet Saini. (2020) studied about the availability of cross-cultural content a
subscription to virtually unlimited content, and the accessibility of informative content in the
form of documentary/ docu-series format all point to a paradigm shift in the way informational
content is created, distributed, and consumed. Factors such as increasing smartphone penetration
and the availability of internet data at competitive prices in India are also critical. Indulging in
various movies and ott shows provided an escape from what appeared to be a never-ending
pandemic. It gave us all a sense of normalcy about how things used to be and how we wanted
them to be. Everything we were missing in our real lives was being met in some way by these
shows. The findings indicate that the lockdown had a discernible impact on Indian audiences'
viewing patterns and habits.
“When I, if I ever found myself watching something thrilling or something uh just a heavy film, a
dramatic or like a heavy, not like, just a heavy, there's like a lot of action, lots of, it's a good
thriller, or its a good drama, I found myself getting exhausted, like mentally getting exhausted
watching it, I’m talking about the second wave, the pandemic here because there was already so
much in your mind’’
“But, when I found myself watching sitcoms, and uh just like lighter, breezier stuff, I found
myself, you know, in an emotionally happier place at the end of it, that if I was in a bad mood, I
just switched on like, I put on any episode of friends. At the end of the 22 minutes, I will feel
better, I will feel like a little disconnected to what was keeping me uh (pause) upset.’’
“I just, I bec, I, I just think I became extremely lazy, uh (laughs) while binge-watching these
shows and, also uhh, it made me (pause) feel somehow guilty at the end of the day.”
The participant stated that she felt mentally exhausted after watching 'heavy' films (action,
thrillers, dramas, and war films). Watching sitcoms on the other hand made her feel happy and
detached from whatever was bothering her. When asked about binge-watching, she stated she
enjoyed it while it lasted. She did recall, however, that after a binge-watching session, she would
feel extremely lazy and feelings of guilt would creep in.
Through this research, researchers attempted to find out what kind of shows does a large
population of psychotherapists prefer. Some of the top watched shows as reported were Parasite
(2020), Unorthodox,, Tiger King Ozark. All of these shows are “dark”, each depicting an escape
from pressured situations. In response to the prompt, “Please select your preferred kind of
movies or television shows,” the three most popular categories were comedy (57%), drama
(43%), and news (35%). The three least endorsed categories were sports (13%), reality TV
shows (12%), and horror (3%). Consistent with these results, respondents described the shows
they were watching as “distracting” (62%), “psychologically engaging” (57%),
“thought‐provoking” (50%), and “funny” (50%). We find it noteworthy that at this time
“distracting” was the reason selected most often for why a particular show was viewed.
“But, yes in the pandemic, I did a lot of like these Netflix parties and teleparties with my friends.
Because that was just a way for us to, talk because we didn't, nobody had a lot going on in their
life, apart from just online education.
“So it comes into, you know, like everyday conversations. Uh, so like, for example right now the
bridg, the second season of Bridgerton has come out and, I remember me and my, uh mom
watched the first season together. So, sometimes, you'll find us just discussing, Uh probably
things in like, everyday life which happened in that particular show, or just like discussing these
shows, which di, which so it's just like a new topic of conversation uh which comes up.’’
“Uh, yeah I would say I learnt uh (pause) probably because they were, you know they did
encounter the worst of issues and things that you would just, like to you know out your hands up
and say I surrender or something. But, probably their perseverance and no giving up.”
During the pandemic, the participant highlighted how services like Netflix party helped her stay
in touch with her friends. She described how they would watch shows and movies together and
then discuss them. They would also keep up with the cast on social media and talk about them.
She discussed watching shows with her mother and enjoying movie nights with her family. She
also noted that series and movies watched on OTT platforms have become a new topic of
discussion in regular conversation. She mentioned how, as a result of OTT platform viewing,
'Money heist' specifically, she learned about perseverance and the significance of having a clear
goal.
A study conducted by S. Prasad (2021) proposed to investigate the impact of OTT media on
society, family and individuals and its effect on individuals' career or education and one's health.
Path analysis was used to investigate the patterns of the effect of OTT on the family and society.
Responses were collected through an online questionnaire. The paper provided empirical insights
into the impact of OTT media. It was found that OTT is also enabling the family to watch shows
together thereby increasing the family bonding. It was also found that OTT has both positive and
negative effects on the family life of individuals.
“But, yes I did find myself uh, watching thrillers because, uh life was pretty stagnant for a while,
like you were just sitting, like you were just doing nothing, it was just the same routine, day in
and day out.”
“Because they make me sit at the edge of the seat, they make you wanna know what happen,
what's happening next, so just like that little bit of excitement in your everyday life, that's it.”
When asked if the participant explored any new shows during the pandemic, she replied that she
watched psychological thrillers because her own life had become monotonous and every day felt
the same. Psychological thrillers increased her excitement, had her sit on the edge of her seat,
and she experienced an adrenaline rush.
A study conducted by Kim (2022) examined the change in viewers’ pattern of consumption of
TV genres due to the COVID-19 pandemic. The major period of interest for the study was
pre-pandemic, early pandemic and the new normal. It was found that the pandemic had a notable
impact on the genres of TV shows consumed, with the impact getting more pronounced as the
pandemic progressed. It was found that the consumption of genres of drama, adventure, horror
and fantasy decreased by varying degrees while action increased. It was also suggested that any
studies examining the effects of stressful events on media consumption in the future should
include psychometric data, like stress and anxiety as well.
Limitations
We encountered a few barriers during our research. Seeing as our sample size was limited, the
data we gathered may not be applicable to the general population at large. Our sample was
restricted and unrepresentative of other population categories because it was made up of mostly
university-going students of a similar age. Since the interview process is so intimate and
interactive, subjects are more likely to give socially acceptable answers, which may have
influenced the overall findings of our report. Finally, the entire process of conducting interviews
and subsequent data analysis was a time-consuming data collection process.
Conclusion
The goal of our study was to learn more about the psychological impact of using OTT platforms
on young adults in India. A semi-structured interview with a college student was conducted to
learn more about their experience with OTT platforms. Thematic analysis was used to further
examine this interview. During the pandemic's uncertain times, ott platforms were found to be
used as a form of escape by the participant. During the pandemic, my participant mostly
explored two genres, each with its unique mental and emotional impact. Thrillers and
action-packed content left her psychologically exhausted, whereas sitcoms made her feel better
and detached from the world's unpleasant stimuli.Binge-watching had a detrimental effect on the
participant, who felt sluggish and guilty afterwards. As a result of watching on the OTT
platform, my participant noticed an increase in knowledge. It also aided her in her relationships
with her family and friends. During the epidemic, my participant explored psychological thrillers
since they offered some excitement in her otherwise mundane life.
References
Danny D. E. Kim (2022): Enough drama and horror IRL: How the COVID-19 pandemic changed
TV consumption, Journal of Media Business Studies, DOI: 10.1080/16522354.2021.2021678
Dutta, M., & Sardar, S. (2021). Impact of Covid-19 on the Rise of OTT Platforms in India. In
Interdisciplinary Research in Technology and Management (pp. 637-642). CRC Press.
Kattula D, Singh Balhara YP, Chukkali S, Singh S, Bhargava R, Ganesh R. Screen Time beyond
Gaming and Social Media: Excessive and Problematic Use of Over the Top (OTT) Platforms
among College Students during COVID-19 Pandemic. Psychiatr Danub. 2021 Dec;33(Suppl
13):420-423. PMID: 35150519.
Prasad, S.S. (2021), "Impact of OTT media on the society: insights from path analysis",
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ahead-of-print.https://doi.org/10.1108/APJBA-06-2021-0261
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Changer over Traditional TV Channels in India? A Niche Analysis. Asia Pacific Media Educator,
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https://doi.org/10.1177/0163443721994537
Themes
1. The advent of Pandemic
- First lockdown
- Changes in Routine
- Coping with Classes/Job Routine
- Hobbies and other activities
We had decided to meet at 6:30pm and conduct the interview over a video call. My participant joined 5 mins early
and was comfortably sitting at her study table, in her room. She was wearing a light blue top and her hair was open.
Before beginning with the interview, we exchanged pleasantries and had a general conversation for about 5 mins. I
asked for permission to record the interview and then we started with the process.