As Zee Digital Convergence re-launches dittoTV in a new avatar, Archana Anand, Business Head, dittoTV says that at a price point of Rs 20, it will truly democratize television
DittoTV was launched by Zee Digital Convergence Ltd in February 2012, an early mover in the still nascent over the top (OTT) and online video on demand (VOD) space. However, with OTT players such as Hotstar, Sony Liv, HOOQ, YuppTV and the more recent VOOT emerging on the scene and spending significant monies on marketing to ensure a place on consumer’s devices, one wondered what ditto TV had up its sleeve. The answer was soon apparent: the new avatar of dittoTV - a live TV (linear on digital) platform, launched on July 14, positioned as ‘DeshKaTV’, available at a price-point of Rs 20.
In simple words, dittoTV, as the name suggests, aims to replicate the television experience across devices and offers live TV + catch up content for up to seven days. With 80% of content consumption occurring within two days of the first telecast, the app looks to deliver an affordable and effortless viewing experience. A neutral aggregator platform, dittoTV has tied up with all leading Indian broadcasters, except Star India and Sun TV group, and allows users access to over 100 Hindi, English and regional-language channels, encompassing general entertainment, sports, movies, news and lifestyle.
AT THE PRICE OF A CUP OF TEA
Archana Anand, Business Head, dittoTV, says the objective is to make the offering affordable, and the price point of Rs 20 per month was ‘a no-brainer’ as it is comparable to a cup of tea. This price point also helps target small town India and college/hostel students. Says Anand, “dittoTV is a fantastic second screen option. It can also very well be a first screen and your television on-the-go. It is democratizing television and the cost makes it available to everybody. People at all social levels can be proud owners of television without actually incurring the cost of a television set.” Besides the Rs 20 a month charge, dittoTV is also available in packages where the subscription charges for three months, six months and one year are Rs 50, Rs 90 and Rs 170 respectively.
A big challenge is that despite dittoTv being an early entrant, many didn’t know about the product. Now, Anand is “focused on ensuring that everybody knows about dittoTV” and has launched a nationwide 360-degree integrated marketing campaign across 16 cities to raise awareness about the platform that makes TV accessible to anyone with a phone, tablet or laptop. The hashtag #BeeskaTV will be leveraged across digital platforms to drive its key value proposition.
“I don’t want it to be perceived as another VOD or OTT launch. We are launching a concept of ‘television on your phone’. That’s the only way we want to be seen,” says Anand. Meanwhile, dittoTV has got carrier billing deals with all telecom operators with Idea Cellular being the preferred and official partner, which is bundling dittoTV with its data cards. With such synergies at play, telecom players will also play a role in distribution of dittoTV. As for retail, it has partnered with Siti Cable, IITZ Cash, MCof and E-Zone to strengthen its distribution and subscriber base. Anand clarifies, “The reason we are going retail is because many consumers are not savvy and don’t know how to download apps. At the retail end, the consumer will be hand-held through the download process.”
MONETIZING THE PLATFORM
With advertising not being the prime source of revenue, as in the case of AVOD, the focus is on getting volume and eyeballs and selling subscriptions. Explains Anand, “I am focusing on eyeballs and getting people on to this platform. I definitely want to double my subscription numbers with the new strategy; that would be my primary victory.” The ambition set is also high - being the default app on every phone in India. “dittoTV should be a necessity and the default app on every phone. The first thing you download when you get a phone should be dittoTV,” says Anand. A big concern for app-based content models is the high uninstall rates, but Anand “is unbelievably positive about this”. She says, “If you look at some of our competition, they are specific to a particular genre. So in the sports season, the usage peaks and post the sports season, the app is uninstalled. dittoTV is universal and will stay on your phone.” The app is currently available in English and Hindi and more languages will be added, based on the usage. Anand is also betting on the download feature, which allows you to download content and watch it offline.
TAKING ON THE COMPETITION
dittoTV will primarily compete with rivals on price. For example, a monthly pass for a YuppTV user is currently at around Rs 99, and it will be difficult to beat dittoTV’s price point of Rs 20. However, the one to watch out for is Reliance’s Jio On Demand slated to be launched later this year. Jio’s entry is anticipated to be highly disruptive and Anand says, “They are not disrupting me, they are disrupting everything in the broadband ecosystem. But, because of that disruption, people are going to have more affinity to these products.” “I am keen that by the year-end, people should buy into this. If dittoTV equals something that every Indian owns, we will live up to the #DeshkaTV proposition,” she concludes.
