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OTT players make a premium pitch

Hotstar, Eros Now frame content strategies around value, not just volumes for 2017; target urban viewers with paid services

Urvi Malvania  |  Mumbai 

Even as mass digital viewership picks up on smartphones, Indian over-the-top (OTT) players like Hotstar and Eros Now have set their sights on the paying customer who wants a premium viewing experience. For this, companies are working out content plans that offer customers exclusivity and focusing on improved production values. Even global OTT players, Netflix and Amazon Prime (expected to launch its services in the country sometime soon) are hunting for value over volumes as they tie up exclusive content deals and produce shows that cater to local tastes. However, given that paid ...

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