KOLKATA: Whereas the final yr has seen the entry of latest over-the-top (OTT) gamers, it has witnessed the burgeoning of latest enterprise fashions as properly, pay-per-view being some of the noticeable developments. Quite a lot of new entrants, together with a few of the present over-the-top gamers, launched this transactional mannequin. Very not too long ago, on-line ticketing participant BookMyShow and telecom participant Vi launched their very own on-demand providers underneath the TVoD class.
Regardless of it being the newest bandwagon, specialists are sceptical about pay-per-view’s success out there. For the value-conscious Indian viewers, who’re far more inclined to pay for bundled catalogues, this mannequin will tempt solely a minuscule set of audiences. However with efficient pricing and marquee content material, pay-per-view could improve its attractiveness.
Vi introduced the launch of its pay-per-view streaming service, out there on Vi Films and TV app, in collaboration with Hungama Digital Media. Vi clients will be capable of lease premium Hollywood motion pictures at Rs 120 and others at Rs 60 for a interval of 48 hours.
Media professional Rajiv Sharma thinks content material underneath this mannequin mustn’t disappear so quickly. In accordance with him, the mannequin can work higher if the library is phenomenal, and furthermore, no matter is being picked up needs to be out there for long run, a minimum of for six months.
Whereas film theatres being shut for a very long time led to a line-up of films pending releases, there’s a big backlog that won’t hit theatres proper now for a number of causes. Therefore, a few of the pay-per-view platforms really feel that buyers may shell out for watching motion pictures at dwelling, Elara Capital VP analysis analyst (media) Karan Taurani mentioned. However he additionally identified that almost all Indians pay for cinemas contemplating it as an outing and for the general expertise. So, it may be difficult to get customers to simply pay for one content material. He additionally talked about that the mannequin has been tried and examined by DTH gamers however they haven’t been in a position to scale it up.
ShemarooMe was one of many first gamers to launch a pay-per-view service ShemarooMe Field Workplace throughout lockdown. Zee Leisure Enterprises Ltd rolled out Zee Plex in October. In early February, BookMyShow’s streaming service debuted underneath the TVoD mannequin, providing 600 film titles and 72,000 hours of content material. Notably, BookMyShow Stream permits customers to both purchase or lease a film and the worth level ranges between Rs 40 to Rs 700. Some smaller regional gamers are additionally testing the waters with this mannequin.
Kuarte Digital’s Uday Sodhi famous that the pay-per-view mannequin isn’t new in India. Earlier, telecom operators had examined this mannequin or different aggregators like Apple additionally went for this pricing mannequin, albeit OTT platforms have been making an attempt it for the primary time within the wake of Covid2019.
“This mannequin continues to be at a really nascent stage. Additionally, when you take a look at BookMyShow streaming service, that is extra of an advanced ticketing system for motion pictures. TVoD is an effective proposition for reside occasions, sports activities coupled with efficient pricing. It is vitally unlikely for main OTT platforms to decide on TVoD for mainstream leisure content material,” Sodhi added.
Nonetheless, based on Sharma, if pay-per-view is strategised correctly, it can give customers extra flexibility and management over payout. A median person typically watches solely one-two content material in a month paying for the library. With a correct value hole, it would appeal to that a part of the person base. Even so, each piece of content material can’t be a marquee property, “killer content material” may be very uncommon, which is likely one of the largest gaps for this mannequin.
Among the many high gamers, SonyLIV is dipping its toe within the pay-per-view pool by introducing WWE to its viewers with the WWE Community pack curated specifically for followers of professional wrestling. Most specialists are of the view that the possibilities of main platforms exploring this mannequin are very uncommon. As an alternative, they’ll take a look at progressive complete pricing like Netflix did with its cell solely plan, Taurani said. To achieve crucial mass, the subscription needs to be the main target space for larger gamers as of now, specialists imagine.