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With players like Netflix and Vuclip entering the Indian digital entertainment space, leading broadcast networks and production houses are also established themselves in over-the-top (OTT) entertainment.
OTT refers to the delivery of audio and video entertainment over the internet, rather than through a multiple-system or cable operator. An OTT platform allows content providers to offer services on mobile phones or tablets through an app. Broadcasters are now either launching their own apps, or are tying up with other OTT players to expand their reach.
Several leading networks like Star India’s Hotstar, Sony Pictures Networks India’s Sony Liv, Zee Enterprises’ dittoTV and Eros International’s ErosNow have already established digital platforms.
New players in the business — such as Zee Media, Viacom18 and Balaji Telefilms — are finding a fresh revenue opportunity. Among various initiatives, the companies are raising funds and creating exclusive content for the digital platform or tying up with other platforms for a wider range of content.
Content sample Anooj Kapoor, Senior EVP & Business Head, SAB TV (part of Sony Pictures Networks), said: “Being available on OTT platforms helps us. Firstly, at SAB we want to attract younger audiences and, because these audiences sample platforms like Sony Liv, it gives us a unique opportunity to attract them to SAB.”
Zee launched its second digital platform, Ozee, last week. Punit Goenka, MD & CEO of Zee Entertainment Enterprises Ltd, said: “In India, entertainment is life. The fact that today people are finding it easy to cut away from appointment viewing and are able to watch their chosen entertainment anytime and anywhere has only driven consumer expectations higher.”
To cater to the ‘instant’ era, Ozee will make content available within minutes of its telecast, said Zee.
Markand Adhikari and Gautam Adhikari-promoted Sri Adhikari Brothers is also gearing up for digital play. “We will be launching our digital content platform in two months. We are working on sourcing and streamlining existing content and setting up a team,” said Manav Dhanda, Group CEO, Sri Adhikari Brothers Television Network.
It helps to tie up Companies say partnering with other OTT players not just expands their reach but also facilitates wider content.
Broadcaster Sun TV has inked a deal with Singapore-based video streaming platform Hooq.
Others, like Balaji Telefilms, which launched its digital platform ALT Digital Media, are also looking to scale up the infrastructure for digital business. Balaji Tele said it is raising about ₹150 crore through a preferential issue to expand services.
A fortnight back, the company partnered with OTT solutions providers Xstream and Diagnal to power its yet-to-launch streaming service, ALT Balaji.
YuppTV has partnered with Zee Entertainment Enterprises Ltd (ZEEL) to provide digital content from Zee’s TV channel. B4U Music and Movies, which operates in over 100 countries, has also partnered with YuppTV to stream movies.
Network operator Viacom18 is also understood to be firming up plans to launch OTT platform Voot soon. Various market reports indicated that the company is looking at a clutch of original content to spruce up its platform.
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