When Television Got Webbed

Nov 26 2013, 03:03 IST
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SummaryExclusivity is driving consumer needs, be it on television or, for that matter, online videos. The Indian consumer no longer wants to catch a replay of her favourite TV show online, rather she wants to watch exclusive content be it soap or news bytes. What’s more, content creators are making the extra buck from advertising

Orange Is The New Black is an American comedy series that first released on online platform Netflix in July 2013 and was a runaway success. The series produced by Lionsgate Television is based on a book by Piper Kerman and is a memoir of her experiences in prison. The fact that the series was a hit and comparable to television shows on cable and broadcast television, only validates the fact that millions of consumers now want to watch original entertainment content online. There is a seismic shift in the way content is viewed, and it is global, viral and all encompassing. This explains the growing number of aspirant broadcast networks in India, who are looking to launch full-fledged online entertainment channels and serve up web first content. A powerful network story is taking shape—only this one is placed in the translucent world of the internet and is free from the sticky issues of carriage fees, primetime and bandwidth.

In January this year, the online space witnessed the launch of what it claims to be India’s first internet HD broadcasting network, Ping Digital Broadcast. Founded by Govindraj Ethiraj, the former editor-in-chief of Bloomberg TV India and Prashanto Das, former network head for creative services for UTV, the digital start-up aims to produce and distribute original content through a network of channels. Within a span of 10 months, Ping has grown from one channel in food to 25 channels spanning across music, lifestyle, beauty, fitness, technology and photography amongst others. It gets approximately one million views across all channels in a month. Views have grown by an average 50% month-on-month while the subscriber base of the network is over 23,000.

In August came Smartube Entertainment, another player in the digital space, which launched Trendspotters.TV—a digital channel network which intends to comprehend trends from fashion and lifestyle to business, politics, sports, music and even gadgets.

Again, showmethecurry.com is a channel created by two busy mothers—Hetal Jannu and Anuja Balasubramanian—who have learned some quick and handy techniques to save time and energy in the kitchen. The duo shows how to avoid the mistakes they have made. With a goal to provide a well-tried, tested and liked version of different recipes, the channel has garnered 1,02,247 subscribers and 61,119,468 views. Then there is India's best selling cookery author Tarla Dalal's internet site tarladalal.com with over 2.8 million visits per month. Her channel on YouTube has got over 26,992

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