Global entertainment entrepreneur Karnesh Ssharma (Anushka Sharma’s brother) has announced the launch of Clean OTT, the World’s only female oriented original-content streaming platform scheduled for the first quarter of 2023.
Karnesh had recently announced a $54mn content deal with Amazon Prime and Netflix for his production company Clean Slate Filmz, will set a new benchmark in the Indian entertainment industry by providing a roster of cut-through content placing female actors, directors and producers at its heart and giving India, the world’s largest film export, a central role to play in challenging global gender stereotypes.
Clean OTT content will comprise international and regional projects across films, web series, and docu-series. They will include originally curated and produced works by Clean and pre-selected projects that meet the Clean OTT messaging framework by other producers from India, Bangladesh, Sri Lanka, and Nepal. The library will showcase the credentials of an experienced team of directors, scriptwriters, actors, and producers associated with Clean Slate Filmz, as well as giving rise to emerging talent.
Clean OTT will be driven by an annual subscription SVOD model and will initially launch in India before expanding to markets such as the UK, USA, Canada, and the UAE – all of which celebrate a significant Diaspora community. The content, though frequently localised in its production, is strategically chosen to have a resonance with worldwide audiences, demonstrating the popularity of local stories internationally and how such narratives are transient in nature.
The Indian entertainment industry has drawn criticism for its depiction of women, male domination, and lack of access to equal opportunities for women in recent decades. Having the privilege of growing up in an inclusive household where women around him were encouraged to shatter glass ceilings, Karnesh made it his mission to use the canvas of entertainment to not only entertain but to educate audiences on real-life issues, often those impacting girls and women.
He has been lauded for producing challenging content which place the female perspective centre stage with subjects such as honour killings, child marriages and domestic violence. His mission with Clean OTT is twofold: to curate more meaningful, intricate storylines led by female protagonists, shifting away from the ‘male gaze’ criteria which often dominates casting and screenplay and to create a sustainable platform for female professionals to further their career in the entertainment industry, removing age barriers.
Speaking about the launch, Karnesh Ssharma, Founder of Clean OTT said, “I have always believed in the power of storytelling to move hearts and minds and I am conscious of the responsibility that entertainment platforms have in producing and promoting stories that do not endorse bias. For centuries patriarchy has governed storytelling, and as a man, I have always felt men play an equal part in shifting the narrative, conversation, and power shifts.”
“When the voices of women are heard it teaches us new perspectives which, as an audience and filmmaker, are just as compelling and interesting. Its stereotypical when I hear people say women’s stories are just about oppression or fall into the romantic comedy genre. Female first content is in fact extremely exciting and eclectic.”
Speaking about the importance of market segmentation for its content strategy, Karnesh adds, “We believe there is a unique opportunity to expand content. For example, women make up 50% of viewership in India yet most of the content is male focused or represents women in a secondary fashion.”
“We are confident the Clean OTT narratives will appeal to everyone as we provide a platform free of prejudice. This will give women a voice that can be enjoyed by any demographic around the world and for those who are part of our productions, a path for career progression.”
Karnesh Ssharma is fast prevailing as one of the most progressive and forward-thinking international production entrepreneurs with an eye for avant-garde, disruptive content to challenge the stereotypes of film and entertainment originating from India for global audiences. Karnesh has developed a silo market niche owing to his bold commitment to diverse and non-conformist productions, whether it be shifting the dial on gender and age casting, providing an entry into the mainstream industry for first-time directors, or developing scripts and storylines which veer away from the ‘male gaze’ textbook.
His production company Clean Slate Filmz made its explosive debut with NH10 in 2015, with critics lauding the production for its endeavour to ‘provide a rare perspective of the female’. It was here that the industry foothold for Clean Slate Filmz began to take shape, putting equality, inclusivity, and a futuristic mindset towards content narratives at the heart of the companies DNA.