IMPACT OF INTERNATIONAL WEB SERIES –MONEY HEIST ON THE YOUTH OF GUJARAT REGION

Dhrumil Chauhan; Dr. Sandesh Mahajan Mahajan

doi:10.29121/shodhkosh.v3.i1.2022.102

Authors

Dhrumil M. Chauhan Research Scholar, School of Liberal Studies, Pandit Deendayal Energy University, Gandhinagar
Dr. Sandesh Mahajan Assistant Professor, Department of Languages, Literature and Aesthetics, School of liberal studies, Pandit Deendayal Energy University, Gandhinagar, India https://orcid.org/0000-0002-3689-2309

DOI:

https://doi.org/10.29121/shodhkosh.v3.i1.2022.102

Keywords:

Audience Behaviour Pattern, Gujarat Youth, Money Heist, Netflix, Web Series

Abstract [English]

In the era of digital cinema, web series is the revolutionary audio-visual format. They introduced us to Over-The-Top, Video-On-Demand binge-watching. Moreover, international OTT platforms like Netflix, Amazon prime video, HBO max, and Disney+ have started to produce their premium and original content with the aim to grow their reach in every possible country; it created lots of opportunities for new filmmakers and production houses. Money Heist is the best suitable example of a journey from flop to success. After the relaunch and distribution in the essential international without advertising catalogue by Netflix, it became a huge success. It got the third rank among the most-watched popular web series globally. This study focuses on the Money Heist’s audience behaviour pattern, the impact of the series, its characters, and retention power towards the young cohort of the Gujarat region. This research was conducted with the empirical quantitative method; the researcher used the convenience sampling technique for sample collection. The results solved all the research questions with an adequate positive approach. Distinctive characteristics of the Money heist web series made it a top-rated, addictive, and popular show that became local to global to again local.

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Author Biography

Dr. Sandesh Mahajan, Assistant Professor, Department of Languages, Literature and Aesthetics, School of liberal studies, Pandit Deendayal Energy University, Gandhinagar, India

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