Launching today at a completely disruptive price of Rs 20, Zee Digital's mobile application dittoTV is set to to change the way people consume entertainment content on television.
An offering from Zee Digital Convergence Ltd (ZDCL) – the digital arm of Zee Entertainment Enterprises Ltd (Zeel) – dittoTV will make available over 100 channels across Hindi, English and regional-language channels, encompassing general entertainment, sports, movies, news and lifestyle at a minimalist price of Rs 20 per month. Zee Digital expects this move to more than double the platform's reach across the country in the near future.
According to Punit Goenka, MD & CEO, Zeel, the digital entertainment space in India is at the cusp of a strong phase of growth. "And with the new avatar of dittoTV, we aim to change the media landscape to suit the evolving media consumption preferences of consumers. It will allow consumers to control where they watch television in a way that has not been possible before. We are proud to present a platform that will help scale up this transformation by making it affordable for people across a wide economic spectrum," he said.
Available via phones, tablet or personal computers across Android, Windows and iOS platforms, dittoTV is set to make the cumbersome annual contracts, satellite dishes and set-top boxes obsolete.
dittoTV will offer all the Zee channels including ZeeTV, &TV and Ten Network, as well as Colors, Sony, SAB, Zoom, Aaj Tak, BBC, TimesNow, MTV, and so on.
While the monthly subscription is priced at Rs 20, users can further save on the cost option for three months, six months and one year subscriptions that are priced at Rs 50, Rs 90 and Rs 170 respectively.
To further the reach of live television, the company has partnered with Idea Cellular, to offer its users of 3G and 4G internet packs a free monthly subscription with every recharge.
ZDCL believes the timing of introducing dittoTV is critical and is born out of people's new-age viewing habits. And over the next few weeks, the company will be launching a massive campaign to build awareness about the platform, focusing on the fact that television entertainment is now accessible to viewers anytime, anyplace and on any device of their choice.
Archana Anand, business head, dittoTV, said, "We see dittoTV becoming a necessity and everyone's default app on their mobile phones, allowing them to access television just about anytime and anywhere. We see it serving as your first and only screen, as your second screen or just your TV on the go." dittoTV has also partnered with Siti Cable and ITZ Cash to supply easy-to-use recharge cards at retail channels. The app's adaptive technology will adjust to a range of internet speeds in order to deliver a seamless viewing experience, making it the first TV entertainment app that is customised for both urban and rural markets.
