The removal of Satluj, a biographical film starring Diljit Dosanjh based on Punjab insurgency of the 1990s, from ZEE5 illustrates the significant financial losses OTT platforms face when content is taken down. According to reports from Mint, platforms spend heavily to acquire titles long before release, including licence fees and extensive marketing campaigns. For star vehicles, these costs run into crores of rupees, with marketing expenses covering trailers, digital campaigns, influencer partnerships, premieres, and prime screen positions. When films are pulled shortly after release, as Satluj was removed just two days in, none of the investment is recoverable.
As reported by Mint, OTT platforms invest significantly in promoting acquired films through digital campaigns, social media, in-app banners, trailers, interviews and brand partnerships. Ankit Rajgarhia, partner at Bahuguna Law Associates, explained that takedowns shortly after release can make much of this spending unrecoverable, particularly if campaigns have already peaked. Rohit Singh, account director at White Rivers Media, confirmed that platforms commit major capital for film acquisitions, with sudden takedowns stranding these costs as the promotional cycle stops before generating sustained subscriptions.
According to Mint reports, platforms become wary of similar content after takedowns, leading to stricter internal scrutiny and delayed approvals for politically sensitive, regional, or provocative films. Arjit Benjamin, associate partner at Prosoll Law, noted that caution hardens contracts with bigger indemnities from producers, stricter content promises, compulsory insurance against legal claims, and mandatory legal vetting before money commitment. Film producer Shariq Patel confirmed that deals often include provisions where producers must forfeit money if platforms are forced to take films down after launch, though revenue losses occur when films are already pirated and circulating online.
As reported by Mint, incidents like these could encourage the government to introduce stricter rules for OTT platforms. While films released directly on digital platforms are governed by different regulatory frameworks from theatrical releases, disputes could encourage stricter review mechanisms, including mandatory film certification. Rajgarhia explained that such shifts would increase workload on the CBFC (Central Board of Film Certification), potentially delaying releases and encouraging self-censorship by platforms and producers who avoid controversial subjects.
