 "More digital video content likely after Netflix entry")
Internet video content providers are planning to introduce new and original shows as competition intensifies with the entry of Netflix into a nascent market. US multinational Netflix on Thursday announced its launch in India and over 100 other countries. Its Indian subscription starts at Rs 500 a month.
Local players said Netflix was primarily a window for a limited Indian audience that sought international video content. But, all of them agreed Netflix’s entry would push video platforms to create more original local content.
“The only way to be different is to create original content. Last November, we produced one and this year we are planning three web series in the entertainment category,” said Uday Reddy, founder and chief executive officer of YuppTV, a video content aggregator that has shows mostly for non-resident Indians.
Many general entertainment broadcasters have their own apps that beam television content on the web. Though they do not compete with video aggregators such as Netflix, they are also planning new content to attract eyeballs.
“The entry of a new player means we will have wider content. We are planning at least five shows that will be exclusive to our digital platform (Sonyliv) this year. Last year, we had two such shows,” said Uday Sodhi, executive vice-president of Multi Screen Media (Sony Entertainment).
Netflix has not announced anything specific for India, though it has hinted at promoting independent cinema on its platform.Indian movie-only platforms such as Eros Now and Hungama Play are also tying up with telecommunications providers to increase their subscriber base. Idea Cellular has a partnership with Eros Now and Vodafone with Hungama. Airtel has its own movie platform Wynk Movies.
Hungama, which entered the movie library business last year, also said it would start producing original content in the second half of 2016.
Local players said Netflix was primarily a window for a limited Indian audience that sought international video content. But, all of them agreed Netflix’s entry would push video platforms to create more original local content.
“The only way to be different is to create original content. Last November, we produced one and this year we are planning three web series in the entertainment category,” said Uday Reddy, founder and chief executive officer of YuppTV, a video content aggregator that has shows mostly for non-resident Indians.
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“While Netflix’s pricing at Rs 500 a month is expensive, multiple distribution platforms will continue to fuel demand for local content,” said financial services company Religare in a note.
Many general entertainment broadcasters have their own apps that beam television content on the web. Though they do not compete with video aggregators such as Netflix, they are also planning new content to attract eyeballs.
“The entry of a new player means we will have wider content. We are planning at least five shows that will be exclusive to our digital platform (Sonyliv) this year. Last year, we had two such shows,” said Uday Sodhi, executive vice-president of Multi Screen Media (Sony Entertainment).
Netflix has not announced anything specific for India, though it has hinted at promoting independent cinema on its platform.Indian movie-only platforms such as Eros Now and Hungama Play are also tying up with telecommunications providers to increase their subscriber base. Idea Cellular has a partnership with Eros Now and Vodafone with Hungama. Airtel has its own movie platform Wynk Movies.
Hungama, which entered the movie library business last year, also said it would start producing original content in the second half of 2016.