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SharePerhaps the year’s most significant pressure came from OTT platforms. Streaming services offered bingeable content, genre-risking narratives, and concise seasons—qualities that appealed to younger viewers and urban demographics. Television responded by sharpening serial plots and adopting cross-promotion tactics, but fundamental differences remained: TV’s episodic, daily rhythm and broad reach across rural and urban India versus OTT’s curated, on-demand model. In many households, the two coexisted: TV for family viewing, OTT for niche or adult-oriented tastes.
Unlike previous years, 2021 saw Star Plus aggressively adopt digital integration. The "Hotstar Specials" tagline became synonymous with the channel. Episodes would air on TV at 10 PM and be available for 4K streaming minutes later. Desi Telly Tv Star Plus -2021-
Ghum Hai Kisikey Pyaar Meiin (The Toxic Successor) Perhaps the year’s most significant pressure came from
Yeh Rishta Kya Kehlata Hai (The Zombie Show) Ghum Hai Kisikey Pyaar Meiin (The Toxic Successor)
Now in its 13th year (featuring the fourth generation lead, Mohsin Khan and Shivangi Joshi as Kartik and Naira), the show struggled slightly in 2021 due to the leap track.