Sun TV has entered into multiple partnerships to deploy its content online, as well as part of in-flight entertainment.
The Kalanithi Maran owned Sun TV has entered into partnerships with Youtube and Apple’s iTunes to offer content on a pay-per-view basis.
Apart from this, it has also entered into an agreement with Mumbai based Purple IFE to offer in-flight entertainment to deliver Sun’s content from Tamil, Telugu, Kannada and Malayalam programmes(via).
Sun TV is part of the Chennai based Sun Network that offers regional channels across South India.
There are speculations that the move is a result of increasing pressure on Sun’s advertising revenues. However, Sun Network’s CFO, SL Narayanan said that the pur pay-per-view model would not depend on ads and that he substantial revenue streams were likely.
Youtube-TV partnerships are fast catching on in India. In May 2013, Youtube had introduced paid subscriptions for Youtube channels for original content providers. In June 2013, the company also introduced Youtube video rentals and purchases for Indian users.