How OTT Revolutionising the Television Experience in India

TV on the Internet is not coming but it has already arrived and set its roots . But television is not dying, its just going to evolve- a new makeup and a novel experience” 

 Do you have any idea about the number of Channels that you subscribe every month through a Cable provider? Well, at the least you subscribe around 150 channels and that can expanded up to 300 or more. The question here is how many of us watch all of these regularly. None of you would have ever spent at least 10 minutes with every channel you have subscribed, in your life time. The irony is you still pay for the bulk. Watching only your favourite programmes, as and when you demand would be the best possible solution to this issue. Simply put, this is what OTT offers you- Over- the top delivery of television channels. OTT is the delivery of film and TV content via the Internet, without requiring users to subscribe to a traditional cable or satellite pay- TV services.

In this era of communication and technology the consumers have become more conscious about the price they pay and the service they receive. OTT is expected to hit the Indian market massively in this very decade and its high time cable service providers realise the need to upgrade themselves to the latest technology. The simplest and the most obvious example of OTT in India is Hotstar. Hotstar, a subsidiary of Star India Pvt. Ltd has set it foot in 8 languages and is a companion of any video consumer who bothers the least about the TV Schedules. With content from 15 TV channels, Hotstar is home to some of the longest running, and highest rated TV content in the country.

Netflix is another example. Netflix launched its streaming subscription video-on-demand (SVOD) service in 2007 and currently has 47 million subscribers in the US. The statistics shows that more than 1/3rd of the total American households subscribes to Netflixs SVOD service within this short span of time. As of now Netflix has spread out its operations to about 190 countries across the globe. HBO Go is another example. This clearly explains the depth of OTTs impact.

Coming back to our own country, the scope for OTT in the country is huge. As per the reports by The Indian Express, India will have 371 million internet users by June. There are about 66 million unique connected video viewers in the country, and about 1.3 million OTT paid video subscribers. Given the size of the Y- generation and fairly well educated, technology loving population of India, the hike in the use of the internet and smart devices will undoubtedly grow at exponential rates. It is in this scenario that the content owners and aggregators are using non-TV platforms to improve reach and generate revenues through subscription and advertisement.

Now what are the pre-requisites for to enable OTT? There are many OTT service providers like RGB Broadcasting who deliver secure, reliable over the top ( OTT ) services. And, this services includes setting up a scalable technology infrastructure to manage the chaotic broadband network, setting up a reliable CDN (Content Delivery Network) for meeting the growing needs of content distribution, understanding content consumption patterns across devices and appropriate bandwidth assignment and maximising revenues are the success mantras for OTT services.

That wish of yours is now on the doorstep- to watch your favourite opera at your convenience, in the length you choose. Care the least about the regular schedules, OTT understands your family commitments, your hectic work life and your big chunk of home works. Give a click and TV will walk in to your mobiles and laptops, anytime everywhere.

To conclude, TV on the Internet  is not coming but it has already arrived and set its roots. But television is not dying, its just going to evolve- a new makeup and a novel experience!

Explore more about our OTT service: Drop a mail to sales@rgbbroadcasting.com with a title OTT Solutions Enquiry.