Rapid adaptation of smartphone and internet penetration has made India a large market for video consumption.
At a time when media companies are adding online entertainment services, direct-to-home (DTH) service provider, Dish TV, has launched DishFlix, a subscription-based video on demand service aimed at premium customers.
Dish TV, a satellite-enabled service, is the satellite television distributor run by Zee Entertainment Enterprises Ltd. It targets 10 million premium customers out of India’s 40 million DTH customers.
With DishFlix, consumers can watch a set of 50 preloaded movies without commercial breaks and without an internet connection as the content will be pushed to the customer’s set-top-box through satellite.
DishFlix hardware will be available at a price of around INR 6000 with a monthly subscription to Flix studio at INR 100.
Over the past few years, with live and on-demand content on mobiles and PCs, India has experienced additional activities in over-the-top (OTT) video streaming sector.
With growing demand, there are many players in the market offering many types of VoD services like DTH Service Providers (Tata Sky, Dish TV and Videocon DTH), Media Companies (Hotstar, Eros Now and BigFlix), Independent VoD companies (Spuul and Muvi) and Video on demand on cable TV (QWIK entertainment).
However, Dish TV chief executive officer R.C. Venkateish said that DishFlix is not targeting the online movie streaming consumers. The company is planning to provide an upfront experience through television without the internet connection.
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