A pay-per-view (PPV) movie channel is not new for the direct-to-home (DTH) players, but an ad-supported free PPV is definitely new.
Airtel digital TV, the DTH service arm of Bharti Airtel has introduced an all new innovative PPV platform – the ‘Freemium PPV’ for its customers across the country. The service will enable subscribers to view popular Bollywood titles at pre-scheduled timings on its PPV platform for free.
The free movie preview will be available in a 3/4 screen, allowing space for L-shaped advertisements on the remaining 1/4th part. In case the customer wants to watch it in full screen, he or she can pay and do so.
Also, while customers enjoy free movie shows, producers get revenue from advertisements.
Shashi Arora, CEO- DTH/ Media, Bharti Airtel said, “At Airtel, it is our constant endeavour to enrich the lives of our customers with offerings to enhance their TV viewing experience. Going forward, I am absolutely certain that this will create an all new avenue for movie watching in India.”
PPV, which has emerged as a viable revenue stream for film producers, has decreased the time lag between release of Bollywood movies in theatres and their availability on DTH PPV platform to four weeks.
Airtel believes that its Freemium PPV can be a game changer as an additional and important revenue source after linear channels and the existing PPV for producers and marketers alike.
Additionally, Airtel Digital TV may also target producers of small budget/genre movies who may not be able to release the movie on theatres or may not have longer time windows at theatres, to explore this platform for an affordable deal.