Self confidence is the best tool to know the inner child inside you. What is the purpose of our life. Where we are born , when we will die . We have no control over these two aspects of our life but luckily , the one thing between the life and death is the journey of life.

God has given this phase of birth and death to live the life of our own choice, but still we don’t live our life to the fullest , because of fear of failure, our own negative thoughts cage us . But do you know the best thing we need to inculcate a tool called self confidence to , live our life to the fullest. We have to let go off our so called stupid fears which are actually the creation of our mind, but we can choose how we want to spend our entire life. That confidence to believe in ourselves gives us a ray of hope  that we can lead our life on our own choices.

The self confidence that we give ourselves is actually the freedom that we give to ourselves everyone to understand our choices , our vision of life and actually how to appreciate and celebrate ourselves in true way.

With this self confidence , that you have in yourself , you choose your career , you make your own path, you make your own legacy, it may happen that in between some hurdles came, but then also your confidence in yourself helped you to come out of that hurdle and lead and start fresh again.

Every time you let your self confidence come in your way , you are letting your life in a beautiful way. This confidence makes you believe in your inner child that makes you who you are. No one can define your personality. Your personality is infinite , you can discover every new thing each new day and that is only possible when you have confidence to explore your life in your own way.

Media and the ways we engage with it are constantly evolving. The way we discover new media, the way we consume media, the way we share media, the way we pay for media all these factors have amalgamated together and made the future of media and entertainment industry an interesting one.
Year after year, digital revenues account for a larger share of the industry’s total revenue. By 2023, it’s expected that digital revenues will account for over 60% of total revenue in the media and entertainment industry.
According to research from PwC, virtual reality (VR), over-the-top (OTT) video (including streaming services like Netflix and Amazon Video) and Internet advertising will see the most annual growth between 2018 and 2023.
  The changing scenario of entertainment industry , coming up of OTT platforms , media convergence, experiment with new content is happening  and thus there is a bright future of entertainment industry with the arrival of new content.
    

With more competition entering the market, content licensing costs have skyrocketed as additional OTT platforms have been bidding up prices. As of  2016, Netflix has streaming content obligations that total over $13 billion, and its licensing costs have grown by more than 50 percent from 2010 to 2015. Revenue, on the other hand, has only grown 26 percent compounded annually. While Netflix used to use the breadth and depth of its catalog to promote its offering in the market, now it has so many competitors that original content is the only way to differentiate the service. Netflix spent nearly $5 billion in content licensing/creation costs in 2016 alone, and the numbers simply don’t work in Netflix’s favor. The company could literally run out of cash before achieving the number of subscribers needed to support the business.
The arrival of OTT platforms have given the content developers a new avenue to experiment with their ideas and also to garner profits . Every individual have the mobile phone and thus making OTT platforms easily available on their smart phones.
Seeing the profit garnered by OTT platforms, the various television networks have started their OTT platforms like star TV came with Hotstar , Sony TV came with Sony liv , zee TV came with zee 5 . Thus writers , directors , producers and actors are getting benefitted with this new opportunity . Advertisers also got new market to advertise their product and make their brand awareness prominent among their customers.

The  OTT platform have produced  and promoted more women-centric content than the other traditional entertainment delivery platforms have done.
Starting from YouTube to Netflix to Amazon Prime, Alt Balaji, ZEE5 and even regional OTT platforms like Hoichoi, all have been concentrating on a content line-up that is led by a woman cast. Shows like ‘Karenjit Kaur’, ‘Lust Stories’, ‘Four More Shots Please’ and many others have seen record viewership in the last one year.
According to OTT players, this kind of content is purely demand driven. “Our audience is seeking good engaging content – stories that have strong women characters as lead protagonists. In the recent past, strong women-centric roles in films have tasted success in the entertainment industry – critically as also commercially. We have a rich repertoire of originals like ‘Karenjit Kaur’, ‘Kaali’, ‘Date With Saie’, ‘Cabaret’, ‘Saari Raat’, among others with female protagonists which have done exceptionally well in grabbing audience attention across languages,” said Manish Aggarwal, Business Head, ZEE5 India.
The OTT gave rise to many wonderful narratives having strong women protagonist which have made the stories interesting and memorable in the minds of the audiences.

Video-on-demand streaming systems have drastically changed how video content is monetized, delivered, and consumed. Over-the-top (OTT) distribution platforms have completely evolved customer expectations for content, driving greater demand for an ever-higher quality of experience—and this demand for quality is now impacting a long-held mainstay of broadcast TV: live event.
OTT stands for Over-the-Top. The OTT umbrella supports the delivery of film and TV content over the internet, merging television and digital video to forge a singular, revolving content stream.

Over-the-Top platforms (OTT) are a natural progression. They’re a byproduct of technological disruption, a means of integrating the digital revolution into one of the most iconic, modern conveniences.

Advancements in data management, cloud-based storage, and streaming have given way to an entire lineage of OTT related products, software, apps, content, and marketing campaigns.
The OTT have changed the overall scenario of entertainment industry as it has changed the content delivery system and thus have challenged the traditional entertainment delivery systems.

Entertainment business is all about content and marketing. With the changing content there have been different innovative marketing strategies used by the content creators to make a buzz regarding the product among the audiences. initially television advertising were popular for television content and for movies publicity through print was widely popular . But with the change in content and increasing reach of the audience media mix is a tool used by major television channels and film producers to publicise their content.
The new content that we see nowadays on television targets the story of a small town, their lifestyle, their day to day problems. Women issue based content are taken majorly today by leading channels and to put forth their content among viewers , they adopt different marketing strategies.
Star plus changed its slogan to ” Rishta wahi soch nayi ” and the shows that were majorly telecast on this channel was resembling with the slogan .
The memes , social media marketing , event promotion , print ads as well as they target the customers according to the media they are exposed to . The shows based on cities like kanpur, lucknow , the actors of the show goes to these cities and do promotion for their shows. Thus change in content is changing the different marketing methods used to promote and publicize the show.

Media portrays the reality of the society and thus as the society changes the media perceives that change and showcase the exact change in their content. Initially the concept of “Abla naari “. Was popular in which the female protagonist is shown in a bechaari mode and his hero will save him from the goons and there will live happily ever after.
As the time changed , the working women concept , the independent and educated women deciding everything on their own concept enters in media.
These changes took place due to various reasons . The audience become more educated and aware and thus they want to see the content they can relate to thus , more refined and fresh content started appearing in media.
The stiff competition among other media and the coming up of various private channels and entertainment mediums put across the series of choices among audiences and thus good stories were in demand.
The arrival of social media is another factor that led to this change as social media gave power to audiences and left them with varied choices and feedback become the major source of information for content developers to understand the choices of the audiences.
More awareness related to women rights and political activism also influenced the content . The number of female directors, writers and technicians got increased and being women filmakers they gave some of the best movies with memorable female characters.

Indian media not only comprises of cinema and television but also the print and advertising. Indian advertising has always stereotyped women in the traditional roles that society has conditioned.
The marketer associate their brand with such ideas of societal conditioning and showcase women in old traditional bechari avatar so that their brand appeals the audience and hence profit can be gained. With the change in time , and thought process there is a shift in this representation and brands are coming up with new ideas to change the perception of the audience and make the good brand value among customers.
Advertisements of brands like stayfree, Nihar shanti Amla oil, Vaseline and women products have characters of today’s day and age who are homemaker as well as independent. They can make their own carrier choices and can live their life on their own terms.
Apart from these ads there are ads which are still made to showcase women in the old stereotypical criteria , the fairness cream brand ads and cosmetic ads comes under this category.

When we look at the movie made in the last two decades , we can easily find the quantity of female oriented movies have increased, but one cannot forget ,the topic of concern is not regarding the quantity of female oriented movies but the way females are portrayed in movies.
The concept of quantity and quality of female oriented movies go hand in hand .
The quantity of women centric movies have increased , synonymously with the quality.
Many songs and double meaning dialogues are written which are misogynistic and offend the status and reputation of female in our society , and this is done to gain a commercial factor in the movies. And thus an irony still exists in the world of Indian cinema but to the extent it’s less as there is a media pressure on such movies and audiences are smart enough now to reject such movies.
Channels like star India and Viacom 18 colors have taken a good step into this trend , star plus changed the motto of their channel to “Rishta wahi Soch Nayi”
by bringing the interesting plots with strong female oriented characters which gave a new definition to women characters on television.
Non fictional programmes like satyamev jayate, also changed the way women’s are interpreted in society. Short films and documentaries with strong female characters contributed huge in this changing trends.
The change from old and traditional way of women representation to new , modern and developed way has been due to amalgamation of various other reasons which cannot be overlooked that contributed to this change. The arrival of more female directors, writers and editors in film fraternity and television fraternity led to the making up of more female oriented scripts, The audience mindset have changed drastically and thus they are very much aware with the kind of movies they want to watch and thus women are portrayed in a stronger way but in a matured way.
The coming up of multiplexes which enable many female viewers to go and watch these movies as they feel safe to go and watch the movies and the number of female viewers are more in comparison to male viewers going to these multiplexes for watching these women centric movies .This fact is also true regardless of any genre of movie.
When we talk about Indian cinema , we cannot forget the regional cinema of India and thus it can be said that regional movies are making movies with strong female characters and these are dubbed in other languages which is also a reason for this change.
One can easily notice the changing scenario of entertainment industry by looking at the movies that have been made over the time and the way society have changed and audiences perception and choice of cinema have changed .