Mainstream media often skimps on deep Sanatan Dharma narratives, leaving a void for authentic Indic tales. Enter OMTV, founded in 2017 by media veteran Nitin Jai Shukla. From Bhopal roots to launching Star channels like Life OK, Nitin spotted the gap—and built a platform now boasting 4 lakh downloads across 158 countries. Nitin unpacks the journey, tech triumphs, and grand plans.
From TV Launches to OTT Vision
Nitin’s Mumbai media stint—crafting mythological hits for Star, Hotstar, and Eros Now—ignited OMTV. “Post-2014 Indic renaissance, young parents craved cultural education for kids,” he says. A nephew’s ritual questions sealed it: Spirituality needed research-backed storytelling, not superficial takes. The name? “Om” evokes the universe’s primal sound; “TV” nods to Apple TV’s vision. Backed by his Vedic scholar father, Nitin blends tradition with modern polish.
Bootstrapping Authenticity Amid Challenges
Self-funded initially, then joined by wife as co-founder and a family friend’s investment, OMTV weathered server crashes during Ram Mandir and Mahakumbh 2024 peaks. “Patience and conviction built loyalty from an existing audience,” Nitin reflects. Pre-seed in 2024 fueled growth, prioritizing content over flashy tech. Lessons from giants: Channel energy to young viewers via vertical videos, balancing depth with short-form appeal.
Building Trust Through Impactful Stories
OMTV thrives on emotional resonance—like the Gita tale “Kalam,” which captivated millions. Live events spiked engagement, proving niche content’s pull. “Storytelling convinced investors when pitches failed,” Nitin laughs, echoing its power in funding rounds and viewer retention. Starting with a built-in base accelerated trust, transforming skeptics into loyalists.
Future: E-Commerce, Events, and a Disney-Scale Dream
Beyond streaming, OMTV eyes e-commerce for authentic Indian goods, cultural events, and education. Nitin dreams of a spirituality theme park rivaling Disney—and a haven for niche creators. “We’re channeling Indic energy globally,” he envisions.
Nitin’s audacity proves: In storytelling’s golden age, authenticity scales.
Interview By : Sejal Thakur
