The TV market in India is particularly interesting. On the one hand, pay-TV is growing significantly. According to Media Partners Asia, pay-TV in India is set to reach $12.3 billion by 2025. At the same time, over-the-top (OTT) video is on the rise, driven by access to better networks, digital connectivity and smartphones. RBSA Advisors expects the OTT market to reach $12.5 billion by 2030.
What makes India even more challenging for video service providers is not only the large array of different platforms but also the need to serve a multitude of different dialects within one country. How can service providers address those complex needs to deliver a highly customized service that can keep consumers engaged, whether they are watching linear or OTT content.
Our CEO, Michael Lantz, recently discussed how pay-TV operators can cement their position in the modern media landscape by becoming a trusted content aggregator. By integrating other third-party services with the core pay-TV offering, operators can deliver a service that is engaging and brings all content needs together in one place.
The complex market dynamics in India are what laid the foundation for Binge+ from Tata Sky. Tata Sky Binge+ smart set-top box provides the best combo of TV channels, catch-up content and on-demand OTT platforms in a single device and UI.
Based on the Google Android TV platform, and developed using Accedo’s Hybrid Android TV Launcher product, it offers users all the benefits of a Smart TV without actually having one. Users can access a mix of live channels as well as a number of partner OTT apps. It also includes various smart TV-like features such as the ability to cast mobile content onto the screen with the built-in Chromecast, play games, connect Bluetooth, and use Google Voice Assistant to discover content.
The Tata Sky Android TV Set Top Box also features Cloud DVR, something totally new for the Indian PayTV space. The user can record live headend streams on-demand to watch later as well as being able to schedule future recordings or record past programs. Cloud-to-cloud integration means that recordings can take place even if the box is not online.
Aggregation will be crucial for pay-TV operators, but it can be a challenge to deliver an aggregated service seamlessly. Ultimately the consumer wants to watch great content, regardless of where it is from. Tata Sky Binge+ is drastically reducing the time to discover content as it is bundled in one place with a single subscription, single payment and single User Interface. It gives access to content from a variety of premium OTT apps like Disney+ Hotstar, ZEE5, Sony Liv, Voot Select, SunNxt, Hungama Play, Eros Now, ShemarooMe, Voot Kids CuriosityStream, EpicOn & Docubay. Interested subscribers can also access a subscription to Amazon Prime Video at an additional monthly top-up of INR 129 on any of the Binge packs.
The service has enabled Tata Sky to deliver a bundled proposition to keep existing PayTV subscribers engaged while acquiring new ones who prefer a hybrid content viewing experience through this innovative Binge service.
Tata Sky Binge+ is powered by Accedo’s Android TV Launcher product, which has been customized and adapted as per requirements given by Tata Sky. This includes integrations with Accedo’s other product offerings, third party solutions, and Tata Sky’s existing in-house infrastructure.
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