Web Series PR

The Role of Public Relations in Promoting Web Series on OTT Platforms in India

OTT (Over-The-Top) platforms have become the go-to destination for viewers seeking fresh and engaging content. With the rise in popularity of web series, there’s a growing need for effective Public Relations (PR) strategies to ensure these shows reach their target audience.

The Need for PR in the OTT Space

Competition in the OTT space

• With numerous OTT platforms vying for viewers’ attention, web series need PR to stand out.

Building anticipation

• PR helps create buzz and anticipation around upcoming web series, which can translate into more viewership.

Audience engagement

• Effective PR strategies can engage the audience and generate discussions about the series.

Independent Publicists vs. In-House Publicists

A. Independent Publicists

Contracted professionals

• Independent publicists are hired on a project basis or retained by production companies to handle PR for specific web series.

Expertise in media relations

• They have extensive contacts in the media industry and can pitch stories to journalists, news editors and bloggers.

Personalized approach

• Independent publicists tailor PR campaigns to suit the unique needs and target audience of each web series.

B. In-House Publicists from OTT Companies

Part of the team

• In-house publicists work directly for the OTT platform and are integrated into the production and marketing teams.

Platform-specific knowledge

• They have an in-depth understanding of the platform’s audience and can align PR activities accordingly.

Seamless communication

• In-house publicists have direct access to the creative team, making coordination more efficient.

PR Activities for Web Series on OTT Platforms

Press Releases

• Announcements and updates about the web series are distributed to media outlets.

Media interactions

• Publicists arrange interviews, press conferences, and media interactions with the cast and crew.

Screening events

• Pre-release screenings for critics and influencers could generate early reviews.

Feature stories

• Publicists pitch engaging stories related to the series, its themes and the cast.

Exclusive content

• Offering exclusive behind-the-scenes content and sneak peeks to media outlets creates excitement.

Crisis management

• Handling any negative publicity or controversies that may arise during the series’ promotion.

Types of OTT Content Benefiting from PR

A. OTT Movies

• PR helps generate interest and reviews for movies available on OTT platforms, increasing viewership.

B. OTT Web Series

• Web series benefit greatly from PR as it builds a loyal following and generates buzz.

C. OTT Shows

• PR ensures that episodic content remains in the public eye, encouraging viewers to tune in regularly.

D. OTT Documentaries

• Documentaries can use PR to highlight important social issues and reach a wider audience.

E. OTT Games

• PR activities for OTT games include launching events, updates and competitive events.

F. OTT Podcasts

• Podcasts leverage PR to attract listeners and build a dedicated audience.

G. OTT Reality Shows

• PR creates excitement around reality shows, driving viewer engagement and participation.

H. Other OTT Programs

• Various other programs, such as talk shows and talent contests, can benefit from PR to reach their target audience effectively.
• Benefits of PR for OTT Content on Entertainment and Lifestyle Websites:

Increased visibility

• PR activities ensure that the web series or content is featured prominently on entertainment and lifestyle websites.

Targeted audience reach

• Placement on relevant websites helps reach the right audience interested in such content.

Credibility and reviews

• Reviews and features on organic news websites add credibility to the content.

Word-of-mouth marketing

• Positive coverage encourages viewers to recommend the series to others.

Trendsetting

• Coverage on new-age Bollywood websites sets trends and keeps the series in the spotlight.