Airtel Digital television, the DTH arm of telecom service provider Bharti Airtel has launched a new pay per view platform — the Freemium PPV for its customers. With this, customers can watch popular hits and blockbusters at pre-scheduled timings on its platform for free, the company said.
The free preview of the movie will be available in a 3/4 screen on Channel 155. Rest of the screen will be taken up by advertisers. To view the movie in full screen, you’d have to subscribe to the movie by sending a text message to Airtel or dialling a given number from registered phone number.
An interesting way of doing things indeed. Airtel also runs Airtel Movies – an on-demand online movie viewing service.
Recently, iStream, the online video streaming company shut down. The company had trouble monetizing premium content online.
However, given that a player like Airtel has a large captive subscriber base, this move should bring in additional revenues.
Meanwhile, the online video segment has also been catching up in India. Video consumption on the Internet is now at 3.7 billion videos per month in India, according to the latest comScore Video Metrix report. There are many players in this segment as well.
Apple has introduced iTunes Movies for the Indian market and a couple of months later Google introduced Play Movies and YouTube Rentals here. Over a year ago, YouTube launched BoxOffice where one could watch one blockbuster free each month and Yahoo launched MoviePlex. BigFlix has BigFlix Plus and Times Internet Limited had launched BoxTV.com.