ITV

Tag: DTH platforms

  • ARNAB GOSWAMI ANNOUNCES THAT R. BANGLA WILL BE LIVE FROM TOMORROW, MAKING IT THE FASTEST NEWS TELEVISION LAUNCH

    ARNAB GOSWAMI ANNOUNCES THAT R. BANGLA WILL BE LIVE FROM TOMORROW, MAKING IT THE FASTEST NEWS TELEVISION LAUNCH

    Mumbai: Republic Media Network’s Editor-in-Chief Arnab Goswami is proud to formally announce the launch of Republic Bangla– the Network’s hugely-awaited Bengali news channel. Republic Bangla will go live on-air on 7th March 2021 at 8 am.

    From 8 am on Sunday, the channel will beam LIVE across all cable operators, MSOs, DTH platforms and on digital feeds. The Network also released details of the channel numbers that Republic Bangla will be available on, across platforms. The Network also urged its viewers to contact their service providers and send a whatsapp to 7004698699 should encounter any trouble with regard to viewing the channel.

    Making the announcement, Republic Media Network’s Editor-in-Chief said, “The Republic Bangla launch has been a turnkey project for the entire Republic Media Network with a record 65 day execution span. This launch is a result of the combined will, passion, determination, grit and hard work of the best professionals in the news media industry. I am so proud.”

    “Never before in news media has a channel been possibly launched so swiftly. The launch is a testament to the drive of my colleagues at Republic Media Network. I am proud and humbled that India’s biggest news network will be broadcasting in three languages from tomorrow morning,” Goswami added.

    Republic Bangla has already become one of the largest news organisations in West Bengal having recruited over 300 employees in 60 days. With reporting crews in every district of West Bengal, Republic Bangla will have the widest ground presence and deepest news gathering ability in the Bengali news genre from the day of launch.  

    Republic Bangla has pledged to disrupt the Bengali news genre with breakaway formats, deep investigative stories, breaking news wheels and campaign-style journalism for causes that matter to the people.

    The Network’s Editor-in-Chief Arnab Goswami will be anchoring ‘Jabab Chay Bangla’ in his signature debate format with innovations and additions – an announcement which has already generated a lot of excitement and anticipation amongst viewers ahead of launch.

    Republic Bangla’s tagline “Kotha hobey chokhe chokh rekhe” has resonated with the people of Bengal and become a chant all over the world. The Tsunami of support has only pushed Republic Media Network further to deliver content and news in a way that has never been done before in the Bengali-news media space.

    With Republic Bangla, the Network embarks on an endeavour to bring in a new era of Bengali journalism that is fearless, unhindered by agendas and uncompromising on the truth.

    Republic Media Network is bound by the principles of seeking accountability of the powerful, reportage for the citizen, putting India first, and being uncompromisingly & unflinchingly nationalistic. This promise to put people first and the quest for the truth will carry forward with Republic Bangla.

    “We are grateful for the trust that has been bestowed upon us both by the people of Bengal as well as our supporters across the world.  Your faith in Republic Bangla has been overwhelming. I, on behalf of my entire team, assure you that this channel is here to disrupt and bring in a new wave of journalism.  Republic Bangla pledges to millions of Bengali viewers across the world that it will put Nation First & News First,” Arnab Goswami said.

     

    Republic Bangla will be Republic Media Network’s third channel in three years, and its foray into the regional broadcast news-media space. Republic TV launched in May 2017 and became the number 1 channel from the very first week. In February 2019, Republic Bharat was launched and soon became the Nation’s number 1 Hindi news channel. In addition to a broadcast channel in  multiple regional channels, Republic Media Network has also annoyed its plan of launching a global media news channel.

  • DD Kisan packaging bids to be submitted by 23 Oct, pre-bid meet on 9 Oct

    DD Kisan packaging bids to be submitted by 23 Oct, pre-bid meet on 9 Oct

    NEW DELHI: Processes at this channel may be slow, but expected to be steady — and may pick up pace.

    Doordarshan has invited proposals for channel packaging for DD Kisan, almost 30 months after the launch of the channel on 26 May, 2015.

    The issues of India’s agriculture sector and related jobs, on which around 62 per cent of the world’s second-most populous country relies, often take a backseat on television shows and discussions. DD Kisan, which has tie-ups with the India Meteorological Department (IMD) and the Indian Council of Agricultural Research (ICAR), seeks to address these problems.

    Proposals for packaging of the channel, available on all cable and DTH platforms, will be selected by an e-tendering process. There will be a pre-bid meeting on 9 October 2017. Interested parties have been asked to apply by 23 October 2017 with their bids. Technical bids will be opened the next day.

    Online registration shall be done on e-tendering website www.tenderwizard.com/PB and, in general, activation of registration may take 24 hours or more subject to the submission of all relevant documents required in the process.

    The packaging work for the channel, which was allocated a sum of Rs 800 million for the current fiscal year, as mentioned in this RFP Document should start within four weeks from the date of signing of contract.

    Tender format and tender document are available on http://www.tenderwizard.com/PB, e-tender link in Doordarshan website, http://www.ddindia.gov.in/, and e-procurement portal (CPP) www.eprocure.gov.in.

    The agencies are therefore expected to bid accordingly keeping in mind the manpower and equipment requirement of this channel given in subsequent paragraphs. The successful agency is expected to cover the following:

    1 Channel branding – Create brand template for DD Kisan Channel incorporating all necessary elements of packaging and channel identity including logo, colour, graphics, fonts channel
    montage etc.

    2 To create and provide support to Doordarshan in designing and executing graphics for various programmes.

    3 Conceive, create and deliver on-air channel montage, templates, promos, stings, bumpers, promo jackets, menu plates, channel branding guide book, coming up next and you are watching, etc. for all scheduled programmes.

    4 Conceptualising, scripting, voicing and also providing creative inputs for promotional capsules for cross-channel publicity.

    5 Encapsulate and re-package all telecast material on formats being used as may be required by DD Kisan Channel.

    6 Create graphic transition.

    7 Create exclusive programme promos for cross channel promotions in audio and video medium for radio and TV channels.

    8 Design and create graphics in Hindi and in any other language used.

    9 Coordinate with DD producers and programming team in order to ensure smooth integration of graphics and look and feel element into the programme.

    The earnest money deposit (EMD) of Rs 3,76,000 is to be submitted by all the participating bidders in the form of irrevocable Bank Guarantee (BG) from a nationalised/scheduled bank is to be submitted by all the participating bidders in the form of irrevocable Bank Guarantee (BG).

    The proposal shall be accompanied by a non-refundable processing fee of an amount of Rs. 25,000.

    Doordarshan Kisan Channel is a national infotainment channel in the Prasar Bharati bouquet. The content of the channel includes core agricultural related issues, animal husbandry, allied agricultural activities, social issues, rural development, chemical and fertilisers, water, sanitation, health, food processing, environment, renewal energy, woman and child care , etc. The channel content also includes entertainment programmes including reality shows, health shows, folk arts, etc.

    Bidders must keep in mind the importance and the kind of the job required for such a niche channel and submit bids accordingly.

  • Big Magic’s ‘Khaki Ek Vachan’ depicts heroic deeds of police force

    MUMBAI: Big Magic a variety entertainment channel has been engaging viewers with its compelling and clutter breaking content through its multi genre shows. The channel is all set to lure its spectators by adding a crime show under its hat named as ‘Khaki Ek Vachan’. Produced by the talented Homi Wadia, it is a show which is inspired by real life crime stories and the deeds of the honorable police system for our nation. Slated to start from the 10 July, 2017, it will be aired every Monday to Friday at 8:30pm.

    Just like its name, Khaki Ek Vachan will portray the government officials as the true heroes of our country who sacrifice their life for safety of the common man. Each episode of the show will highlight the journey of the loyal officers and portray real crime and corruption stories which are brought in the court of justice by the police officials.

    The show creates a ripple of hope among people that even a speck of good in our police department can provide even handedness and can take down foes mightier than the mightiest of them all.

    The talented ace actor Aman Verma who has entertained the viewers with his exceptional acting and anchoring skills will be seen hosting the show.

    The upcoming series will be driven by a marketing promotion bustle to reach out to its target markets through its various persuasive campaigns across television, radio, digital and on-ground activation.

    Commenting on the launch of the new show, the spokesperson from Big Magic said, “Khaki Ek Vachan is a unique offering which pays tribute to the hardworking police officers of our nation. Through its compelling storyline, the show will showcase the deeds and real life stories of the officials who fight for justice. The concept will reinstill civilians’ faith in the police system.”

    Big Magic is available across all DTH platforms such as Tata Sky, Airtel, Videocon, Dish TV, Reliance Digital TV along with all cable operators including Hathway, DD Free Dish, Incable, Digicable, DEN, 7 Star, ABS, Siticable, Star Broadband and GTPL among others.

  • No-frills, non-agenda Patrika channel wants to air news – unequivocally

    MUMBAI: The art of communicating simple yet hard-hitting information sometimes termed as journalism for arming and guarding people at large, which seemed to have lost its significance in the cacophony of television channels, brand heralds, entertainment and event noises, may gradually gain importance if the idealistic Arnab and the likes were to succeed.

    One more crucial addition to the profession of news publication is the unique channel, Patrika TV Rajasthan, which assures to be non-political, non-agenda, non-entertainment, serious and responsible news channel from the legendary house of print journalism.

    The Patrika group has now forayed into TV news channel by launching a free-to-air Hindi news channel Patrika TV Rajasthan. The channel started airing on 5 April, thus joining the likes of Times and ABP groups.

    The news channel by just-turned-multimedia group is being led by Rajasthan Patrika group vice-president B R Singh and group deputy editor Bhuvnesh Jain, who will oversee content as well. The group believes in trusting their own people, and therefore, instead of hiring people from the market, they recast their internal team for television roles.

    The channel is available in HD feed and will air news content from 6am to 11pm. The programming content of the channel caters to news from all genres, such as — politics, socio-cultural, environment, business and markets, sports, youth and women-centric issues, music, culture, art and other special events.

    A standard day for the news channel starts with Dharam Karam, a show based on spirituality followed by Sehat aur Zindagi at 6:30 am, and then news updates from Rajasthan at 7am. The channel has lined up some interesting segments such as ‘She News’ aired at 11.30am, which will take up women-centric issues. ‘She Leads’ at 4pm will focus on women leaders.

    Patrika primetime, a debate on the latest issues, is also a part of the bouquet. Sports news will be aired at 7pm, and at 10:30 pm, Primetime 2 will be telecast — it will have discussion on important issues.

    At present, the channel is available on two DTH platforms, Tata Sky and Airtel Digital TV. “We are in talks with other players as well. We will also be taking the channel on major cable operators as well as local. We are in talks with Den and Hathway,” BR Singh told www.indiantelevision.com.

    Singh said, “Patrika group is known for its idealistic journalism and credibility. We are not here to compete with anyone. We are known for value journalism, and with this ideology, we have launched the news channel.”

    The news channel is also accessible on mobile phones. Singh informed that the network has 2000 reporters and experts spread across the country. The reporters can capture the news on their mobile devices and through CCMS software they can transfer the file to the broadcast centre at a much faster than standard time.

    A component content management system (CCMS) is a content management system that manages content at a granular level (component) rather than at the document level. Each component represents a single topic, concept or asset (for example an image, table, product description, a procedure).

    Generally, when a channel is launched, the first question that comes to one’s mind is about investment. Here, the case seems to be different.

    The channel is following an economic model, and how. Patrika Group seems to have designed a unique cost-efficient format.

    The group has skipped investing in a massive infrastructure generally required to establish a new channel. They already own huge office space and a significant cost saving has been done by utilising internal resources in terms of staff.

    The cost of setting up studios, investing in cameras and allied equipment has been curtailed since the new model uses CCMS. Patrika TV Rajasthan is now out to capture the television universe through its no-frills model.

    A pen is definitely mightier than the sword. Whether a branded, expensive or fancy pen is important or the thought, conviction and resolve behind the draft is significant, time will tell.

  • Indian Pay TV subscription to break Rs 10,000 crore barrier in 2016: MPA

    Indian Pay TV subscription to break Rs 10,000 crore barrier in 2016: MPA

    MUMBAI: It’s heartening news for many in the pay TV industry, the slow pace of digitalization, nothswithstanding.

    Subscription revenues for broadcasters in India from cable TV and DTH platforms are on course to cross the Rs 10,000 crore (US $1.5 billion) mark for by end 2016. That’s the prediction of Singapore-based industry research and analysis firm Media Partners Asia (MPA).

    On the whole, Asia Pacific Pay-TV And Broadband Markets 2016, predicts that
    India’s pay-TV industry is on course to generate $9.4 billion in sales this year.

    Of this, the pay TV channels will account for $4.9 billion in aggregate revenue in 2016, up 16 per cent year-on-year. (The rest of the $4.5 billion is revenue that accrues to cable TV and DTH, that is the platforms)

    The revenue mix is approximately 70:30, skewed in favor of ad sales. Maintaining strong future growth will require channel operators to manage several structural changes, including the increased importance of rural markets under BARC’s new TV measurement system, changing norms on channel pricing and the rise of OTT video services.

    Pay-TV channel advertising revenue should grow by 15 per cent this year, to reach US$3.4 billion, predicts MPA.

    Says MPA executive director Vivek Couto: “Future economic growth should remain strong, which will support solid gains in the pay-TV industry. Digitalising India’s 65 million analog subscribers remains a major opportunity for cable, DTH and other emerging pay-TV platforms. Digital cable has done well to attain a 30 per cent share in Phase III areas, which tend to be DTH strongholds. At the same time, changes in the distribution landscape, together with gaps in traditional pay-TV services, are fostering the growth of new platforms. While Reliance Industries has yet to unveil pricing and bundling plans for its broadband service R-Jio, the product could disrupt traditional pay-TV distribution in urban markets. Expanded TV ratings from BARC meanwhile, which gives a better picture of viewing in rural areas, has also helped Prasar Bharati’s Freedish gain traction in Phase III and Phase IV areas.”

    MPA says the future looks bright. The report says that India’s pay TV industry will grow sales at 9.a 2 per cent compounded annual growth rate (CAGR) between 2016 and 2021 to reach $14.5 billion in revenue by 2021, increasing thereafter to $18 billion by 2025.

    Total pay-TV subscribers are forecast to grow from 152 million this year to 183 million by 2025. Pay-TV penetration, including multiple subs in a home, should remain stable over 2016-25 at 80 per cent of TV homes, although digital pay-TV subs are projected to grow from 93 million to 129 million over the same period. MPA forecasts that 70 per cent of India’s pay-TV base will be digitalized by 2025.

    Ongoing cable digitisation will help facilitate a gradual increase in pay-TV monthly ARPUs, from US$3.3 in 2016 to US$4.5 in 2025, although this will be offset by the 30 per cent share of pay-TV subs still accruing to analog by 2025. Cable will remain pay-TV’s largest platform but its share of pay-TV subscribers is expected to decline, from 68 per cent in 2016 to 60 per cent in 2025, as DTH attracts the majority of new subs.

  • Indian Pay TV subscription to break Rs 10,000 crore barrier in 2016: MPA

    Indian Pay TV subscription to break Rs 10,000 crore barrier in 2016: MPA

    MUMBAI: It’s heartening news for many in the pay TV industry, the slow pace of digitalization, nothswithstanding.

    Subscription revenues for broadcasters in India from cable TV and DTH platforms are on course to cross the Rs 10,000 crore (US $1.5 billion) mark for by end 2016. That’s the prediction of Singapore-based industry research and analysis firm Media Partners Asia (MPA).

    On the whole, Asia Pacific Pay-TV And Broadband Markets 2016, predicts that
    India’s pay-TV industry is on course to generate $9.4 billion in sales this year.

    Of this, the pay TV channels will account for $4.9 billion in aggregate revenue in 2016, up 16 per cent year-on-year. (The rest of the $4.5 billion is revenue that accrues to cable TV and DTH, that is the platforms)

    The revenue mix is approximately 70:30, skewed in favor of ad sales. Maintaining strong future growth will require channel operators to manage several structural changes, including the increased importance of rural markets under BARC’s new TV measurement system, changing norms on channel pricing and the rise of OTT video services.

    Pay-TV channel advertising revenue should grow by 15 per cent this year, to reach US$3.4 billion, predicts MPA.

    Says MPA executive director Vivek Couto: “Future economic growth should remain strong, which will support solid gains in the pay-TV industry. Digitalising India’s 65 million analog subscribers remains a major opportunity for cable, DTH and other emerging pay-TV platforms. Digital cable has done well to attain a 30 per cent share in Phase III areas, which tend to be DTH strongholds. At the same time, changes in the distribution landscape, together with gaps in traditional pay-TV services, are fostering the growth of new platforms. While Reliance Industries has yet to unveil pricing and bundling plans for its broadband service R-Jio, the product could disrupt traditional pay-TV distribution in urban markets. Expanded TV ratings from BARC meanwhile, which gives a better picture of viewing in rural areas, has also helped Prasar Bharati’s Freedish gain traction in Phase III and Phase IV areas.”

    MPA says the future looks bright. The report says that India’s pay TV industry will grow sales at 9.a 2 per cent compounded annual growth rate (CAGR) between 2016 and 2021 to reach $14.5 billion in revenue by 2021, increasing thereafter to $18 billion by 2025.

    Total pay-TV subscribers are forecast to grow from 152 million this year to 183 million by 2025. Pay-TV penetration, including multiple subs in a home, should remain stable over 2016-25 at 80 per cent of TV homes, although digital pay-TV subs are projected to grow from 93 million to 129 million over the same period. MPA forecasts that 70 per cent of India’s pay-TV base will be digitalized by 2025.

    Ongoing cable digitisation will help facilitate a gradual increase in pay-TV monthly ARPUs, from US$3.3 in 2016 to US$4.5 in 2025, although this will be offset by the 30 per cent share of pay-TV subs still accruing to analog by 2025. Cable will remain pay-TV’s largest platform but its share of pay-TV subscribers is expected to decline, from 68 per cent in 2016 to 60 per cent in 2025, as DTH attracts the majority of new subs.

  • Big Magic hops back on DD Free Dish to enhance distribution

    Big Magic hops back on DD Free Dish to enhance distribution

    MUMBAI: In a bid to enhance its distribution and reach out to the masses, Reliance Broadcast Network Ltd’s (RBNL) Big Magic has hopped on back to Doordarshan’s free to air (FTA) direct to home (DTH) platform DD Free Dish albeit after making a few key changes in its programming strategy.

     

    It may be recalled that in November this year, Doordarshan deputy director general C K Jain had told Indiantelevision.com that Big Magic had paid a sum of Rs 6 crore in the 24th e-auction to get back on the platform. The channel, which went off DD Free Dish in August this year, began beaming again from today (18 December).

     

    Pertinent to note here in that in its initial days, the pay channel Big Magic was present on the DD’s DTH platform but after thorough introspection, the network decided to take the channel off from the platform in order to rejuvenate its content. The Broadcast Audience Research Council (BARC) India, after rolling out its rural data has changed the entire game plan. DD Free Dish has emerged as one of the premier factors determining a channel’s performance in terms of ratings and hence making it a must for the broadcasters to present on.

     

    RBNL COO Ashwin Padmanabhan says, “It gives the reach, which helps gain viewership, but only if you have quality content in your catalogue. The reason why we went off the platform in the first place was to fill the gaps in our content. The content needs to be a slice of life and topical; only then people will cherish it. We made a gradual move towards more non-fiction from fiction and now we think we have adequate content to go back to the platform.”

     

    The channel banks on the humour quotient, which automatically tilts them towards a predominantly male audience. However, the network is quite clear when it comes to its target group. “We want to reach out to a pan India audience. I agree to the perception that humour as a genre is more male dominant but at the same time, I believe we have a diverse enough catalogue to cater to both male and female audience. Our target audience is both male and female aged between 15 to 45 years,” adds Padmanabhan.

     

    “General entertainment channels (GECs) are heavily female inclined, news channels cater to males, whereas youth channels have their audience cut out for them. Big Magic is positioned in a unique position where we break all such discriminations and cater to all because humour has universal appeal. We plan to strengthen our humour offering by adding more topical content, which people can relate to,” asserts Padmanabhan.

     

    The production cost of a non-fiction show is way higher than fiction content and RBNL, at this stage, is not shying away from spending. 

     

    Padmanabhan says, “Advertisers are excited about the content that we are creating; there is a lot of room for innovations and branded content. Going forward, we can even conceptualise a show sitting together with the advertiser. So we have confidence on our path ahead and hence if strengthening content needs investment we are happy to do so.”  

        

    Big Magic is available across all DTH platforms as well as major cable operators and with the presence on DD Free Dish, the channel’s distribution is well taken care of. However, Padmanabhan was quick to point out that distribution revenue was minuscule at this stage.

     

    The channel currently airs shows like Fakebook, Ji Sirjee, Family Fortunes, Lete Hain Khabar, Comedy Ka Rocket and Nautanki News.

     

    A senior media planner informs, “The ad rate of a 10 second slot on Big Magic during prime time would be somewhere between Rs 4000 – 5000.”

     

    With strong distribution in place and the added platform of DD Free Dish, Big Magic is well poised to take things to the next level in terms of programming content.

  • Govt. has no plans to place restrictions on number of DTH platforms

    Govt. has no plans to place restrictions on number of DTH platforms

    NEW DELHI: Even as it is in the process of revamping its free-to-air direct-to-home (DTH) platform Freedish, the government has made it clear that it has no intentions to impose any restrictions on the total number of DTH licenses.

    The Ministry has till now granted license to six private companies: Dish TV, Tata Sky, Sun Direct TV, Reliance BIG TV, BhartiTelemedia and Videocon d2h.

    These platforms provide DTH services in India under the DTH Guidelines issued on 15 March, 2001, as amended from time to time.

    Information and Broadcasting Ministry sources told Indiantelevision.com that Freedish is in the process of making changes so that it can provide up to 100 FTA television channels in the first stage in addition to All India Radio channels. A total of 19 e-auctions have also been held in this regard.

    DTH licenses, under the DTH guidelines, are granted to those companies which fulfil the eligibility criteria, terms and conditions and subject to security clearance and technical clearances by the appropriate authorities of the Government.

    The details are available on the website of this Ministry at www.mib.gov.in.

    Under clause 3.1 of the DTH Guidelines, the licensee, in addition to an initial non-refundable entry fee of Rs 10 crore, is required to pay an annual license fee at 10 per cent of its gross revenue.

     

  • FoodFood launches new campaign with a fresh new lineup

    FoodFood launches new campaign with a fresh new lineup

    MUMBAI: India’s food lifestyle channel, FOODFOOD, a single channel entity, reaches across 35 mn households in India. In addition to key MSOs across the country, the channel is available on all major DTH platforms – Videocon d2h, Airtel Digital TV and Tata Sky and digital platforms pan India. The brand today is one of the most popular and talked about channels, in its genre, across the country.

     

    The channel is all set to  break its new campaign, on April 14th ,with a lineup of shows–an ode to home makers, concentrating on driving excitement and reinforcing the new positioning and statement that the  channel is clearly differentiating itself from the plethora of ‘me too’ channels.

    The campaign breaks with an array of fresh programming– India Unlimited, Pure Sin, K for Kids, Cook Smart, Oriental food among others. It is complementing the channel’s stand of being a food lifestyle channel, with innovative content, creating a “wow” factor through the new line up. India Unlimited is food from various parts of India, in one platter; Pure Sin, a celebration of making desserts, which has been a part of our culture & traditions from time immemorial. From healthy deserts to desserts for occasions to all time favorite, this food genre is something exclusive for the viewers; K for Kids, is filled with adventure, fun and sparks from enthusiastic kiddy chefs on the show, churning out winning recipes; Cook Smart another master stroke from the Master Chef Sanjeev Kapoor; and introducing sumptuous mouth watering oriental dishes, the all time favorite with Indians.

    Explaining the reason behind the campaign burst SK Barua of FOODFOOD channel said, “With the new campaign we are redefining the philosophy, positioning and the tagline that speaks volumes about the specially targeted content, across food genre. Our efforts are to reiterate our authority on food   and reach out to our target audiences. This is the first campaign and going forward we want to continue to give best of food to our viewers.”

    The campaign will address the youth and the matured viewers, and not to forget our die hard loyal viewers. Though Young in its looks, it can entice a whole generation with its mantra to learn easy-to-make food and enjoy food.

    The 45 days campaign burst in Mumbai & Delhi, from April 14, will be across various media—outdoor, radio, digital, print, MSOs, social media…. With the new campaign the channel promises to attract, allure and engage the viewers – through social media, on-ground activities, on radio and television.

  • “A holistic viewing experience with VAS will enlist consumer loyalty, moving forward”

    “A holistic viewing experience with VAS will enlist consumer loyalty, moving forward”

    MUMBAI: Having spent nearly 25 years in this industry, if there is one thing that has been constant over these years is the fact that there has never been a single dull moment! It’s a memorable journey which I live, learn and grow with every passing day.

     

    Whilst I have actively represented many genres in entertainment what comes naturally to me is movies, and so to be part of an iconic brand like HBO, is not only an honour but a dream come true! The path-breaking work HBO has done globally is truly a benchmark we aspire to match and go beyond in this part of the world as well.

     

    With growing fragmentation of this genre in India coupled with the tall challenge of not having much content differentiation between one channel and the other, it clearly calls out the need to bring something different to the consumer. In fact, the harsh reality of the day is that if one were to put their hand on the logo of a movie channel, one would never know which channel they were watching! Hence, I strongly believe that in the current context where lines of consumer loyalty are blurring, offering a holistic viewing experience with value added services would most certainly enlist consumer loyalty, moving forward. And this is exactly what we at HBO are currently doing and possibly paving a way for others to follow as well.

     

    Over the years, HBO has graduated from being a leading ‘Hollywood channel’ to one of the most celebrated ‘Premium Entertainment Experiences’. HBO has redefined television viewing in India through its latest offering of two 100% ad-free Premium Channels- HBO Defined and HBO Hits. Our vision is to create a cinema-like experience in the comfort of your home. In terms of content, we at HBO aim to strike a fine balance between blockbuster titles that rate year after year and our “differentiators” – critically acclaimed ‘HBO Original’ shows and movies.  Now with innovative services like ‘HBO on demand’, the subscription video on demand (SVOD) service offered for free exclusively to subscribers of the HBO Premium Channels- HBO Defined and HBO Hits- on Tata Sky, we are taking the premium experience a step further. ‘HBO on demand’ provides flexibility, choice, and convenience to subscribers, putting them in complete control of what they watch, when they watch, and how they watch. ‘HBO on demand’ will give HBO Premium Subscribers access to a wide selection of HBO original content with the convenience to watch what they like, when they like. Indian audiences no longer want to be limited to viewing content at specific times and want great flexibility and choice. The HBO Premium offering is aiming to fill that need.

     

    Having said that, we have to also admit that unfortunately, it’s not such a walk in the park and in hindsight, I guess it was never meant to be! Whilst digitisation has paved the way for players like us to come out with new revenue models, the on-ground reality with the cable fraternity leaves much to be desired. Until the marriage of MSOs and LCOs doesn’t get sorted in an amicable way, it would be testing our strengths for making these revenue models work. The need of the hour is for digital cable platforms to adopt learnings from DTH platforms and apply the same to fix some of the on-ground challenges. There definitely exists an opportunity for all platforms to address their growth against the backdrop of the ARPU challenge and I think, we all believe revenue-sharing models can be one of the ways forward. However, to make that happen, we need some tangible steps taken on the ground.

     

    Being an eternal optimist and seeing the glass always half full, I sincerely hope that these problems will fade away soon and I do see some baby steps being taken in that direction which will surely pave the way forward.

     

    If I had a genie asking me two wishes; firstly, I would ask for DTH platforms to have more bandwidth and secondly, I would ask for digital cable platforms to be more technology-ready and have a stronger customer value proposition.

     

    Some may argue that genies don’t exist so these wishes may not come true, but I believe the bottle has been opened and it’s just a matter of time before he comes out and grants me these wishes!

     

    (Monica Tata, managing director of HBO South Asia, was the Guest Editor Of the Day at Indiantelevision.com and the views expressed are her own.)