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March 1, 2012, 8:49 am UTC
Zee New Media, the digital enterprise of Zee Entertainment Enterprises Limited (ZEEL) is set to change the way television entertainment is consumed in India.
ZEEL has launched Ditto TV, India's first and only OTT (over-the-top) TV distribution platform, to provide paid entertainment content on portable mobile phones, tablets, laptops and desktops.
Talking about the current status quo of mobile consumption PunitGoenka, Managing Director and Chief Executive Officer, ZEEL, said, “The need for mobile entertainment and news has only increased over the last few years. Globally, mobile television has witnessed overwhelming reception. In fact, a recent research by Nielsen said that entertainment and mobile television is potentially showing signs of becoming the first stream of choice for the consumers”.
With access to the largest collection of premium content, spread across leading content genres like GEC, sports, lifestyle, regional and news, along with rich on-demand video capabilities, Ditto TV will initially offer 21 channels. Ditto TV will also be available in global markets of UK, UAE, New Zealand and Australia with the US soon to follow by the end of this quarter.
Goenka further added, "Our partnership with other network channels will be based on revenue sharing. Meanwhile, Ditto TV's initial revenue generation will be driven by subscription. We intend to reach 1 million subscribers in the next one year and once the digital platforms start attracting at least 5 per cent of the total TV viewers, we will also look at tapping into ad revenue streams for the platform."
Vishal Malhotra, Business Head - New Media at Zee Entertainment Enterprises Ltd, elaborated, “Ditto TV offers extreme versatility- both, in terms of content as well as device and bandwidth compatibility. With the increasing number of smart phone users, Ditto TV will allow subscribers to access premium content from across the world, at the simple click of a button. For partners, it will create unique revenue generation opportunities– namely, for content owners, distributors, retail, OEMs, and service providers.”
Consumers have a host of subscription options (prepaid cards), starting with `21 per month for a single channel, `49 per month for three channels going up to platinum pack priced as `2,499 per annum for the entire bouquet.Ditto TV has partnered with Siemens Communication and Media Technology to develop a strong technology platform that will offer adaptive streaming.
Ditto TV, as an application, is available on leading application stores, viz. Apple App Store, Android Market, & BlackBerry Application World; Ditto TV’s prepaid cards will be retailed at high footfall outlets like Croma and Vijay Sales with whom Ditto TV has entered a distribution alliance.
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