Ditto TV, a subscription-based OTT (Over-The-Top) app from the house of Zee Entertainment Enterprises, recently launched its new logo. The app is positioned as 'Desh Ka TV, Bees Ka TV', and its users will be able to subscribe for just Rs 20 ('Bees' in Hindi) per month and view content from all channels of Zee Network.
What's interesting is that though Ditto TV is a product from the house of Zee Network, the app will also air content from Multi Screen Media's (MSM) channels such as Sony TV and SAB TV, and Viacom18's channels such as Colors and MTV. So, viewers can view content from competitor channels such as Sony TV, SAB TV, Colors, Zoom, Aaj Tak, BBC, Times Now, and MTV. But currently, the app doesn't have content from Star Network and Sun Network.
According to Goenka, Ozee will have content from Zee that was available even five years ago. "Ditto TV will be live TV as you have your TV. So, these are two different things we are offering," he says.
So, how did competitors like MSM and Viacom18, which have their own OTT platforms SonyLIV and Voot, respectively, agree to share the content on Zee's OTT platform?
Goenka says, "I think they saw the value proposition that we are trying to create a neutral platform and it is not pushing just Zee content. We truly believe that this is a consumer-led platform rather than a content-led platform."
The app has also partnered with Idea Cellular for a limited period. The telecom company, in a promotional offer, will allow its 3G and 4G users to subscribe Ditto TV free of cost, along with select monthly data packs until July 31.
Talking on the subject of high data cost, Goenka says, "OTT as a platform is still ahead of its time in India. Though we have our bandwidth issues, over a period of time, those issues will get resolved and data will definitely become more affordable as infrastructure improves in our country. We couldn't have waited till then to launch our services. We have to be ahead of the curve all the time."
When asked if Ditto TV will create original content for its viewers, Goenka says, "We won't do it until the time we believe the critical mass (target audience) is achieved. But, we welcome third party content creators to come and put it on Ditto TV and share the revenue with us."First Published : June 22, 2016