As the Japanese economy worsened in the 1990s, the flood of new OVA titles diminished to a trickle. Production of OVAs continued, but in smaller numbers. Many anime television series ran an economical 13 episodes rather than the traditional 26-episodes per season. New titles were often designed[by whom?] to be released to TV if they approached these lengths. In addition, the rising popularity of cable and satellite TV networks (with their typically less strict censorship rules) allowed the public to see direct broadcasts of many new titles—something that previously would have been impossible. Therefore, many violent, risque, and fan service series became regular TV series, when previously those titles would have been OVAs. During this time period most OVA content was limited to that related to existing and established titles.
OVA titles have a reputation for detailed plots and character-development, which can result from the greater creative freedom offered to writers and directors relative to other formats. This also allows for animated adaptations of manga to reflect their source material more faithfully. Since OVA episodes and series have no fixed conventional length, OVA directors can use however much time they like to tell the story. Time becomes available to expand upon significant background, character, and plot development. This contrasts with television episodes (which must begin and conclude in 22 to 26 minutes) and with films (which rarely last more than two hours). In the same way, no pressure exists to produce "filler content" to extend a short plot into a full television series. The producers of OVA titles generally target a specific audience, rather than the more mass-market audience of films and television series, or may feel less constrained by content-restrictions and censorship (such as for violence, nudity, and language) often placed on television series. For example, the Kissxsis OVA series generally contains more sexual themes than its television counterpart.
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Many popular series first appear animated as an OVA, and later grow to become television series or movies. Tenchi Muyo!, for example, began as an OVA but went on to spawn several TV series, three movies, and numerous other spin-offs. Producers make other OVA releases as sequels, side stories, music-video collections, or bonus episodes that continue existing as television series or films, such as Love Hina Again and Wolf's Rain.
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