Dushyant Kohli, Head Growth, nexGTv
For many decades, TV has been our primary gateway to entertainment. The advent of OTT platforms like ours, however, has managed to disrupt the country's entertainment industry by slowly changing the concept of watching television. Here is how we, at nexGTv, capitalized on the opportunity to establish ourselves as the undisputed leader in this realm.
Capitalizing on Trends
While there are several players in the country's OTT landscape, we are the largest subscription-led video entertainment app with more than a million paying-subscribers every month. Our enhanced product and service delivery ensures an evolved end-user experience through various features like the revolutionary Save Data option, Quicky feature, improved app aesthetics and user interface, picture-in-picture (PIP), and Rich Media EPG. Further, we are working toward establishing robust content delivery networks (CDNs) for hassle-free distribution of entertainment content across geographies.
Being a Disruptor in OTT
nexGTv has been amongst the pioneers in the OTT space in India as we launched in 2010 before any other major player. Reliance's BigFlix was introduced in 2012 and Times Group's BoxTV was launched a year later. Unfortunately, none of them could create a wave back then due to challenges of Internet penetration and user adaptation. We, however, managed to create a name for ourselves by leveraging the relevant technology of that time. We tapped the feature phone segment with Karbonn mobiles to provide 247 access to high-quality LIVE TV channels and video-on-demand (VOD) content on both 2G and 3G Internet connectivity. We were the first company to stream IPL live for users on their handsets in India in 2013, bringing cricket on the mobile of every Indian.
Enhancing the Viewing Experience
We are strategically creating a niche by curating out-of-the-box content in association with independent production houses and studios in both India and beyond. Our multi-screen viewing option on tablets, phablets, PCs, or laptops through a single sign-on feature further promises an unparalleled level of independent entertainment for Indian viewers.
We are also empowering new and emerging artists through India's first mobile talent discovery platform SPOTLight that we launched to enable budding artists to showcase their talent pan-India and also unveiled an original mobi-series in association with Priyanka Chopra and Fluence, It's My City.
nexGTv has been making use of Big Data and predictive analytics to identify the behavior pattern of users regarding entertainment for the kind of content viewed, the screens or the media through which it is viewed, and the time duration of different screens. Moreover, our subscription-based revenues provide an easy source to access personal information that further helps to profile and segregate users of VOD services and over-the-top (OTT) content, which is fast replacing the demand for traditional, linear programming in television.
In our country, the diversity of cultures and languages spoken, make regional entertainment an effective tool to engage with different audiences and tap into wider markets beyond the metros. We are already leveraging our diverse India-based content to allow the global Indian diaspora to consume entertainment in Hindi as well as other regional languages. Development of OTT in the country, especially in rural areas, will go hand-in-hand only with sustained and optimized efforts toward producing quality regional content. Further, considering the government's infrastructural development initiatives like the National Optical Fibre Network (NOFN) project aiming to provide broadband connectivity to over two lakh Gram Panchayats across India, nexGTv is striving to establish a firm foothold in the rural space by creating and fostering the development of quality regional content.