Raj B Shetty Stands Firm on OTT Deal to Uphold Kannada Cinema's Worth
Kannada actor and filmmaker Raj B Shetty, who backed and starred in the superhit film 'Su From So,' has revealed a principled stance regarding its OTT rights. The film, which hit theatres on July 25, 2025, achieved significant success with robust audience support, but its digital journey was marked by negotiation challenges that Shetty addressed to protect the broader industry.
Rejecting Low Offers to Set a Precedent
In a recent conversation with Kannada Filmy Club, Shetty disclosed that before the film's release, he approached multiple OTT platforms with the movie, but none agreed to purchase it at that time. It was only after two weeks of strong theatrical performance that an offer finally came through. However, the initial amount proposed was merely half of what he later secured.
Shetty explained his refusal, stating, "I told them that I have already made a lot of money. I will not insult Kannada cinema by agreeing to that amount." He emphasized that accepting such a low deal could set a dangerous precedent, where platforms might cite it to justify reduced payments for other Kannada films in the future. "Tomorrow, they can turn around and quote this deal to other filmmakers, stating that they got a superhit film at that price range and that they would, therefore, not pay as much for another film," he added, highlighting how this could diminish the overall value of Kannada cinema.
Shetty even considered alternative distribution, remarking, "I said that I would rather put it on YouTube for free, because the OTT rights amount really did not matter anymore." This bold move underscores his commitment to the industry's long-term health over short-term gains.
Addressing Broader Industry Challenges
Beyond his personal experience, Shetty pointed to a larger issue plaguing Kannada cinema: the lack of consistent hits. He noted that this scarcity often leads platforms to push for pay-per-view deals, a model he views with skepticism. "There are teams who claim to have made money in this format, but no one knows for sure," he said, calling for greater transparency and reliability in film successes.
Shetty believes that elevating the quality of films is key to improving negotiations with OTT platforms. "Once we up our game in terms of quality, we can sit down and have conversations with the platforms," he asserted, advocating for a collective effort to produce content that commands respect and fair value in the digital marketplace.
Upcoming Projects and Career Moves
On the professional front, Raj B Shetty is set to appear in 'Rakkasapuradhol,' a thriller directed by debutant Ravi Saranga. This role marks a first for Shetty, as he will portray a police officer, showcasing his versatility as an actor and his ongoing contributions to diverse storytelling in Kannada cinema.
His actions with 'Su From So' not only reflect personal integrity but also serve as a call to action for the industry to prioritize quality and fair valuation in an increasingly digital entertainment landscape.
