Alt Digital Media Entertainment Limited, a subsidiary of Balaji Telefilms, is preparing the launch of its over-the-top (OTT) service in India scheduled for early June 2016. The platform will only have content produced exclusively for the platform which would be about 35 titles in the first year.
COO Sunil Nair says the idea is to cater to the top-end consumers who do not mind paying for differentiated content. “We are not looking at the bottom of the pyramid. The initial focus is on English, Hindi and titles that have a mix of both. But we will add more languages as we progress. We have implemented adaptive bit rates and the service will work fine on 512kbps connections too,” he told IndianExpress.com.
The app uses a mix of Google’s material design and Apple’s human interface to give users an easy to navigate playlist. The OTT service of Balaji Telefilms is betting a lot on its exclusive contents to compete with other existing OTT service providers in India. The strategy is to offer something new every fortnight and content that is not available to the Indian audience.
“We will not be pushing Balaji’s soaps or movies here. Everything will be made for this platform and keeping the specific user base in mind,” he added.