The Viacom18 building in Mumbai overlooks the Western Express Highway at a crucial junction. There is an exit that takes you to Andheri. Skip it and the road takes you to the far reaches of North Mumbai. Seasoned Mumbaikars will tell you, Andheri is a suburb best known for its cacophony and traffic snarls. After 5 pm, the junction is hit the worst. There is no movement. On Google Maps, that exit takes on a dark hue of red. The best way to get past it is to get there early. First-mover advantage, literally.
There is a parallel to be drawn between Viacom’s Voot, an over-the-top (OTT) app and web-based video platform, and this highway junction.