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dittoTV aspires to be #DeshKaTV

Spread over 100 channels, dittoTV will allow users to watch television for just Rs 20 per month, positioning it as ‘Bees Ka TV’. The network aims to expand its presence to the 900 million phone users in the country

BestMediaInfo Bureau | Mumbai | June 22, 2016


dittoTV, one of the first over-the-top (OTT) players in the country, recently unveiled a new avatar of its offering as ‘the ideal live TV platform that allows viewers to watch their favourite programmes at broadcast time, on the go’.

In a first-in-its-kind, an Indian OTT player is offering channels and content from across networks like Sony, Viacom18 (IndiaCast) and its parent Zee. The player has also partnered with Siti Cable, ITZ cash and Idea Cellular for its services and to promote its app. The network is also looking at partnering with other telecom operators.

Spread over 100 channels, dittoTV will allow users to watch content when it is being aired on television for just Rs 20 per month. Positioning it as ‘Bees Ka TV’ (TV subscription for Rs 20/month), the network aspires to be ‘Desh Ka TV’ (nation’s television).

Archana-Anand Archana Anand

On the pricing, Archana Anand, Business Head, dittoTv, said, “The intention of pricing it at Rs 20 is to make it accessible to as many people as possible.”

Anand adds, “With the new avatar of dittoTV, we expect to change the way India watches TV forever. At the incredible price of Rs 20, we see dittoTV becoming a necessity and everyone’s default app on their mobile phones, allowing them to access TV just about anytime and anywhere. We see it serving as your first and only screen, as your second screen or just your TV on the go.”

The disruptive price and the new logo are an indication that the network wants to expand its presence to the 900 million phone users in the country. Just 170 million television sets cannot give that kind of reach to any platform.

Not only that, dittoTV’s offering extends from an app to a website to a ‘WAP site’ giving access to Live TV to masses. The app’s adaptive technology will adjust to a range of internet speed in order to deliver a seamless viewing experience, making it the first TV entertainment app that is customised for both urban and rural markets. This makes them well-equipped to cater to 2G, 3G and 4G networks in the country.

dittoTV will go for aggressive marketing on television, outdoor, digital media, on-ground in malls and colleges and other media.

Punit Goenka, MD and CEO, Zee Entertainment Enterprises Ltd says about 93 per cent of India is a single television household. The market has not matured and there is a huge scope for that.

Punit Goenka Punit Goenka

Speaking at the launch, Goenka said, “The digital entertainment space in India is at the cusp of a strong phase of growth. With the new avatar of dittoTV, we aim to change the media landscape to suit the evolving media consumption preferences of consumers. It will allow consumers to control where they watch television in a way that has not been possible before. We are proud to present a platform that will help scale up this transformation by making it affordable for people across a wide economic spectrum.”

Sashi Shankar Sashi Shankar

Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, “With the rapid rollout of our 4G services and increased penetration of smartphones in the country, we are providing our customers an array of rich digital services to meet their demand for engaging apps and content. TV being synonymous with entertainment for the Indian masses, we are excited to partner with dittoTV to enable consumer to carry their entertainment wherever they go.”

With this offering from dittoTV, one can easily choose from a wide bouquet of channels ranging from Zee (and its regional channels) to Sony, Colors (and its regional channels), Times Now, BBC World News, CNBC Awaaz, Ten Sports, Nick, Sonic, Pogo, Cartoon Network and lot more.

It remains a competition to its own video-on-demand (VOD) or catch up television platform ‘Ozee.’ Goenka is of the opinion that if they don’t make a competition among themselves, then someone else will.

It will also cater to a large part of India where there are frequent power cuts and programmes cannot be viewed. That’s where dittoTV intends to penetrate to all those households on their smart and feature phones.

dittoTV is available on Android, Window and iOS platforms. The subscription charges for three months, six months and one year are Rs50, Rs90 and Rs170, respectively. It is also available in Hindi and will soon be available in all regional languages.


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