iWorld

What the Netflix, Vodafone, Videocon d2h and Airtel tieups mean

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public?itok=O0F3fnj4

MUMBAI: It clearly is looking at spreading its net far and wide, at least on the availability front. Global video on demand service Netflix has announced the signing of partnerships with three of India?s leading players in the DTH and mobile telephony space: Airtel, Videocon d2h and Vodafone.  

CEO Reed Hastings was in Delhi yesterday and is expected to be in Mumbai over the next few days to probably make a few more announcements.  Said Hastings at the conference: ?India is one of the top 3 markets for Netflix in terms of mobile usage. We?ve had strong growth here; it?s stronger than all of the other Asian nations. It?s a larger market. In terms of investments, we are investing heavily into content. The watch time of our shows has gone up significantly since the launch of Jio.?

He added: "India is one of the most important and vibrant countries in the world, and we are delighted to be teaming up with three of its leading companies to make it much easier for consumers to enjoy Netflix. In the months and years to come, we look forward to bringing our Indian members more compelling stories from all over the world, and ever-improving viewing experience, and incredible joy.?

Details of the Videocon d2h tieup were made available through a press release yesterday. It said that Videocon d2h consumers will be able to enjoy Netflix on a large screen by simply clicking a dedicated Netflix button on the remote control of HD Smart Connect set top box (STB).

 Netflix will be available through a dedicated app available on the connected Set top box, HD SMART STB  which converts any existing TV into a Smart TV besides showing more than 600 channels and services in high definition and standard definition. The HD Smart Connect set top box allows viewing in SD and HD, using the satellite feed like any other Videocon d2h set top box. It can be connected to the Internet through any Wifi or Ethernet connection in the home for accessing a curated set of applications available through the Internet. The minimum Internet speed needed is 2 Mbps. These apps, both free and paid cover a range of content genres and utility apps. By connecting the HD Smart Connect STB to any TV, the TV would become smart.

The Airtel partnership is expected to be in the same vein. Hastings told journalists that ?we are focussed on the set top box with them so that the device attached to the television has Netflix on it, so they can stream directly to the television. In case of Vodafone, it is a mobile partnership wherein payment for Netflix will be integrated via mobile billing or through pre-paid schemes.

With more than 94 million members (read subscribers) worldwide, the tieups will give Netlflix access to  humungous potential audience numbers.

Says a media observer: ?It?s a master stroke of sorts.  Depending on whether the Airtel DTH partnership extends to the mobile parent;  whether the partnership with Videocon d2h extends to Dish TV when they merge, and to Idea when it partners with Vodafone, the potential member base could extend the Netflix service to around 500-600 million potential viewers. And around 300 million smart phone and DTH viewers. Clearly Netflix means business in India.?

The media observer who was unwilling to be quoted stated that what Netflix will have to look at pricing in India if it wants to become a mass brand.

?We will get to know over time whether it is playing the volume game or the premium niche game. Currently it is the latter. Rs 550 to Rs 700 per month is limiting its subscriber base. But the advantage of Netflix?s higher pricing is that it can share more with its partners on the other hand, apart from the data consumption revenue that will accrue to the telco,? she said. ?Our estimates are that its paid subscriber base in India is sub-500,000. All the other players are priced much lower and are yet to take off. Even Hotstar is struggling despite having a great content offering. And Amazon is almost giving away its content for free with its 499 per year package. Netflix will  have to decide which route it is taking.?

Hastings acknowledged this to the media saying that Netflix  could come up with other payment plans - like a weeky one or daily, keeping in mind the purchasing power in India. But the current model is working well with the top 10 per cent, he disclosed. " Our main focus is on adding more content. What we really want to be is a content solution, where you can get almost all you want to view in one place on Netflix.?

Media observers expect other announcements soon ? possibly a partnership with Jio? An office is likely to be set up in Mumbai by 2018. Hastings is slated to meet some production biggies in Mumbai in the coming days apart from following up on the progress of Sacred Games Phanton Films is producing for it.

Watch this space!

(Updated on 7 March at 1:15 pm)

Also Read :

Netflix: 46% of streaming couples cheat & watch ahead of partners

Videocon d2h partners Netflix for HD Smart Connect

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/quc%3Dickr.jpg?itok=1bbI_tzK
Quikr acquires India Property Online Pvt Ltd

Online classifieds platform Quikr has acquired India Property Online Pvt Ltd, a Chennai-based property website.

iWorld e-commerce
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/news18.jpg?itok=yvhtiPBC
Apple iPhone XS Max and Audi RS5 Win Big at News18.Com Tech And Auto Awards 2018

News18.com, one of India’s top breaking news websites, today held the second edition of India’s only Tech and Auto Awards amidst the presence of industry veterans. The awards ceremony celebrated and honoured Technology and Automotive products and innovations that have set the bar high in the...

iWorld eNews
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/global.jpg?itok=w_6BSl-1
Esports industry expected to reach $3 bn by 2021

When everything is going online, what’s there to stop sports? With improved internet speed, smartphone penetration, government digital push and highest youth population, Esports in India has the right territory for growth. In the third edition of Times of India Global Sports Show (GSS) 2018,...

iWorld Gaming
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/Facebook_Watch.jpg?itok=7EuknaXs
Facebook Watch garners 400mn monthly users

Three months since the global launch of Facebook Watch, there are already already more than 400 million people monthly and 75 million people daily who spend at least one minute, revealed head of video at Facebook Fidji Simo.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/youtube.jpg?itok=TwiG5A8s
YouTube removed 7.85 mn videos last quarter

According to Google’s YouTube community guidelines enforcement report, YouTube removed 7.85 million videos and 1.67 million channels in its last quarter.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/hotstar_800.jpg?itok=cvtBpj7Z
Star India adopts Hotstar-only model in US, channels to go off cable TV from 5 January

There’s a lot happening at Star India at the moment with its integration into the media and entertainment giant Disney underway. A crucial aspect of that arrangement played out on Thursday as president 21st Century Fox, Asia and chairman and CEO of Star India Uday Shankar was named chairman Star...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/voot.jpg?itok=pN1o0lJn
Voot to stream 'It’s not that simple' S2

Voot is all set to roll out its original series, It’s Not That Simple—S2, starting 14 December 2018.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/eros.jpg?itok=8oY_53Ap
Eros Now Expands its Presence in Indonesia Through Partnership with XL Home of XL Axiata

Eros International PLC (NYSE:EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, its cutting-edge digital over-the-top (OTT)

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/amazon.jpg?itok=mipYjx0N
Amazon Prime Video announces ‘Breathe’ S2

Amazon Prime Video today announced that it has commenced the production of an all-new season of the Prime Original Series, Breathe.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories