Bengaluru, Nov 23 (Bureau) In a move to counter the dominance of global streaming platforms like Netflix, Finance Minister Nirmala Sitharaman on Friday proposed that India could lead a cultural shift in global entertainment by creating a unique “movie app” designed for cinephiles. The platform, she suggested, would feature Indian films that showcase the country’s rich artistic and cinematic talent, offering a more meaningful, thought-provoking alternative to the mindless entertainment often associated with mass-market content on platforms like Netflix. “By creating content that aligns with India’s values and principles, India can build a brand that resonates globally, appealing to audiences who are looking for more meaningful, thought-provoking entertainment, as opposed to the mass-market offerings of global streaming services like Netflix,” he said addressing the inaugural ceremony of the 8th India Ideas Conclave organised by India Foundation here.
Sitharaman emphasised that this initiative could position India as a key player in the global entertainment industry, with a focus on promoting films that align with India’s values and principles. “India’s cinema is diverse, layered, and deeply rooted in culture. With the right platform, we can present our storytelling traditions to the world and build a brand that resonates with global audiences,” she stated. The proposed “movie app” could be part of a larger effort to export India’s storytelling legacy, highlighting films that go beyond superficial entertainment and appeal to those seeking substance. Sitharaman’s vision reflects India’s broader ambition to assert its cultural presence on the global stage, offering an alternative to the content-driven model of international streaming giants.