Although Cable / DTH TV and OTT channels combined currently demand 100 000 hours of content, it is projected that the requirement would double in the next five years.



Once the TV series “24” ended with 2013, the way Indian audiences, mostly urban customers, looked at the medium had subtly shifted. The series, a Hindi version of the American film, generated a stir with its attractive material. It was the predecessor of the addictive during ‘TV series’ as finally discovered by Quantico.

The fan moment for the ‘series,’ particularly the broad variety provided by the over-the-top ( OTT) platforms like Genyoutube, does not seem to be withering in India. Some may believe that the proliferation of media delivering entertainment-on-the-go is a death knell for the traditional old TV.



At least in metropolitan centers where Internet access is more robust and where populations are younger. Streaming sites for content such as Netflix and Hotstar, Itunes, etc. for music are accessible on smartphones. The user becomes overwhelmed with choices, so he or she would switch to a channel that offers a constant supply of entertaining material, even though it costs more than the standard ‘cable’ subscription. However, given the reality that the Internet is finding its progress, the entertainment community is failed to catch up in places of patchy connectivity.

Cable/DTH tv is now the mainstay of these regions. According to a study from PwC, the Asia-Pacific zone is the second-largest subscription TV market in India. It will be in several countries with double-digit TV advertising rise up to 2020. Therefore, to stay competitive and efficient, DTH / Cable TV can not continue to sacrifice the customer base. The best way to maintain market attention is to offer enticing content. The Telecom Regulatory Authority of India (TRAI) regulation adopted earlier this year, enabling customers to select channels they want to see instead of packages transferring power to consumers and that rivalry. The reforms in legislation make it compulsory for TV channels to be more content-oriented and retain viewers online.


Advertising on an OTT platform

Several resourceful broadcasters have invested in the development of their own OTT platforms like Kuttymovies to give them an opportunity. All that couldn’t be working with the top names. Most cable television channels are fitted with OTT systems, enabling audiences to watch an Episode again without depending on cable/DTH connections.

Concerning the recent development, the fact that DTH and OTT platforms are part of a larger whole – the world of compelling, 24 hours entertainment – is not to be denied. Although the content on DTH / Cable TV stays conventional and unorthodox to the audience, OTT platforms are new – all films and original storylines air for a limited time in the form of episodes.

The E&Y study reports that service marketers may want to evaluate awareness and captivation through channels and screens to maximize interaction and ad placement. Although strictly business-driven, the contents determine who should get how many advertisements. More robust content implies more audiences and more advertisement revenue.

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