iWorld
Report on Shemaroo

Bengali OTT players prioritise market growth over competition

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/05/coll.jpg?itok=eY2IGae5

MUMBAI: Demand for regional content has received a boost like never before thanks to the smartphone and internet explosion in tier II and III cities. Not only are international and national over-the-top (OTT) players delving into regional content, but also local players.

One such upcoming regional OTT market is the Bengali one. Though Hoichoi is climbing the ranks to the top, Addatimes is also chasing not far behind. For now, the two players believe in healthy co-existence rather than competition.

Addatimes and Hoichoi, both were launched in the same year, i.e. 2017. For obvious reasons, Hoichoi could come up with more content and better market strategy because of its parent company SVF’s huge capital. Now, Surinder Films, another leading production house in Bengali industry has started investing in Addatimes for a 33 per cent stake which could give a major boost to the platform.

Addatimes managing director and founder Rajiv Mehra had a 14 years stint in the Bengali television industry. Speaking to Indiantelevision.com, Mehra said that he felt there was no creativity left in daily soaps and channels had the ultimate power in hand. Then came the inflection point when he decided to start a digital venture. Despite knowing the fact that it would take a long time to break even, he trusted the digital medium.

All content was free for the first five months and then a subscription model was added at Rs 100 for three months and Rs 300 for a year. The Addatimes spokesperson claims to have 30,000 subscribers currently and 39 lakh unique viewers.

Since its launch, it has emphasised on original content but there are some movies also. From mid-August the films produced by Surinder Films will be available on Addatimes. Till July, the platform will see the launch of one web series and one movie a month and from August onwards, there will be two of each.

Mehra expects the business to break even in 2021. Due to limited funds, it is strategically avoiding cash-burning mode so that the platform can sustain in the market for the next three to four years.

Hoichoi isn’t too concerned about competition in the market. “We don’t think about competition because it’s not critically important today. It’s about getting more and more people in online ecosystem to grow. Having more players is better because that helps to grow the ecosystem, grows awareness and creates a habit among consumers,” said Hoichoi co-founder Vishnu Mohta. He also sees opportunity in the market for more players dedicated to Bengali content. Other than West Bengal, Bangladesh is also a potential market for both the platforms.

Mehra also reflected the same tone. “It’s not about what we have, they don’t have. Everyone is going forward with their own strategies for the business. But since they (Hoichoi) have more capital, they might reach the desired target one year before us. Eventually, we will also reach the target,” he commented on the competition with Hoichoi.

These apart, deep-pocketed players at the national and international level will also be able to get into people’s phones faster than the regional ones. If the regional players fail to make a mark soon, they will face difficulty in grabbing a larger market share.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/08/sh.jpg?itok=tgdsVqI7
Netflix India in step with global trend of nearly 50% female representation: Srishti Behl Arya

Netflix added inclusion as its cultural value in 2017. Recently, the streaming giant released its first ‘inclusion report’, which revealed that women comprised 47.1 per cent of its workforce. The company, a vocal proponent of gender equality, has featured women in the lead role in many of its...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/08/npci.jpg?itok=kszv4Yz1
NPCI & SBI Payments partner to launch RuPay SoftPoS

NEW DELHI: National Payments Corporation of India (NPCI) has partnered with SBI Payments to announce the launch of RuPay SoftPoS for millions of Indian merchants. This innovative solution has the capability to transform NFC enabled smartphones into merchant point of sale (PoS) terminals for the...

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/img_05032021_160115_800_x_800_pixel.jpg?itok=zgzpHsMn
SC grants interim protection to Amazon Prime Video’s Aparna Purohit

New Delhi: The Supreme Court on Friday granted interim protection from arrest to Amazon Prime Video's India originals head Aparna Purohit in the FIR registered by Uttar Pradesh police in connection with the web series, Tandav. The court was hearing Purohit’s appeal challenging the Allahabad high...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/tandav.jpg?itok=BwEvlLTv
SC favours OTT guidelines, says screening needed

KOLKATA: The Supreme Court on Thursday remarked that there should be pre-censorship of OTT content like films while hearing a plea by Amazon Prime Video India originals head Aparna Purohit. She had moved the apex court challenging Allahabad high court order denying anticipatory bail to her in...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/amazon.jpg?itok=fFJh_nhg
Amazon tweaks new app logo after comparison with Hitler’s moustache

MUMBAI: If you have ever ordered a package from Amazon, you would be familiar with their product packaging- an ubiquitous brown cardboard box with a black adhesive tape running along its sides. Taking this imagery even further, the e-commerce giant had unveiled its new app icon in January featuring...

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/aditya.jpg?itok=Ik4oc6uY
Epic On now streaming on Airtel Xstream platform

KOLKATA: Premium OTT platform Epic On has tied up with Airtel Xstream to offer its users the Epic On subscription at a special price. The partnership would allow Xstream users to access the comprehensive library of thousands of hours of titles ranging from movies, TV shows, and documentaries.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/shorts.jpg?itok=OorMy8P-
ShortsTV forays into OTT space with Airtel Xstream

KOLKATA: ShortsTV has partnered with Airtel to launch its first video-on-demand service on Airtel Xstream that can be enjoyed on both the mobile app as well as television screens. ShortsTV is now available at a nominal subscription of Rs 99 per month and Rs 499 for a year.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/img_04032021_125214_800_x_800_pixel.jpg?itok=9n3rCIF8
SonyLiv’s Scam gets season two, will tell The Telgi Story

MUMBAI: After delivering a monster hit with Scam 1992: The Harshad Mehta Story, SonyLiv and Applause Entertainment are looking to recreate the magic with the second season of the Scam franchise. Tentatively titled Scam 2003: The Curious Case of Abdul Karim Telgi, the show will be adapted from the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/v.jpg?itok=gc20qu-r
Bombay HC orders Amazon Prime Video to take down Telugu film ‘V’

NEW DELHI: The Bombay high court has directed OTT platform Amazon Prime Video to take down Telugu movie V following a defamation suit filed by a Mumbai-based actor. Sakshi Malik has sought the deletion of a scene in the film in which her portfolio picture was used without her permission. The court...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required