Following the launch of 'Pitchers', TVF's latest hotly anticipated web series - we take a look at TVF's decision to launch the show via their new platform TVF Play - and what it means for the TV/Media industry as a whole.

Note: This is NOT a review of 'Pitchers', that will come later :)

There was a time when watching TV in India was a shared family activity: a time for everyone to relax and bond. This is undeniably not the case anymore. As part of the “digital age”, the way in which we consume and interact with TV has totally changed.

Part of it is based on accessibility and the evolution of devices. Earlier, there was typically just one TV set in the house so we had no choice but to find something to watch that everyone would enjoy. Now, every person has their own laptops, tablets, iPads etc. capable of playing hi-definition video and movies; so we can each choose to watch what we want – whenever and wherever we want.

This is a global phenomenon and is happening everywhere, but the way in which this trend is playing out in India is quite different