– Video TV: Airtel has partnered with Apalya for video content, with live streaming of TV channels, and also featuring archival content, including archives of TV shows.Airtel execs at the launch didn’t confirm or deny whether, like in case of the broadcast business, carrying Doordarshan is mandated.Airtel has Dabanng as exclusive content on Video Talkies, but power cuts might help drive revenues more than exclusive content.But there remains the arduous task of attracting consumers to 3G services, or indeed, the Mobile Internet.Last Thursday, at a press conference where Airtel unveiled its new brand, and showcased some 3G services, we got to see a demo of what’s in store.From what we’ve heard (and this is unconfirmed), a notification has gone out from the Ministry of I&B to telecom operators asking to carry Doordarshan.There’s a 30 second lag in terms of live streaming, since the stream goes through an additional server, we were told.
You can get a glimpse of what they’re planning to launch at this WAP page, where they have a 3G Zone: – Video Talkies: a video version of Audio Cinema (or Audio Talkies).
A full movie is crunched into 15 minutes of viewing, with popular dialogs, and and narration.
Shotformats is providing the platform for Video Talkies for Airtel, and the content is multiple content partners – some from aggregators and others from direct deals, including from UTV New Media (which was the first to launch Audio Cinema, under TN Prabhu).
Currently, Airtel is doing only movies, but they will look at doing TV show summaries.
My take is that TV Show summaries might see greater traction that full length films, both in case of Video TV and Video Talkies: Three or four years ago, I remember STAR saying that they noticed that TV viewers in Uttar Pradesh were willing to pay Rs.6 per minute to listen to audio summaries of , because of power cuts in the evening, while the show was on.