Q] How has the Indian market warmed up to ShortsTV since its launch?
Since our launch in November 2018, we have seen a solid subscription growth and consumers have been really enjoying short form content which is not just from India but from across the globe too. We’ve been trying to experiment with different genres and it has been received well.
Q] How do these tie-ups with DTH platforms work for you? What’s the kind of viewership you are getting from these collaborations?
We have tied up with these DTH platforms as a value added service. In terms of the viewership, we have noticed that genres such as comedy, drama, thriller and horror have been performing really well on the channel. Based on the feedback we get, we alter our programming. We have been bringing in small programming tweaks for our audiences.
Q] Is ShortsTV only on a subscription based model?
Yes, since the duration of content is anywhere between 10-15 minutes, we want to give a good experience to subscribers and not interrupt with ads. We are planning to tie up with telecom companies and OTT players in due course of time. We will also be launching our ShortsTV app by the end of this year.
Q] What is your pricing for subscriptions like, for a linear TV? And how are you placed in terms of other channels?
Considering DTH platforms, our pricing is on an average Rs 70 per month. Since it is a short form content, we want to have a mass appeal and want people to enjoy this content which is not available anywhere else. So we feel this pricing is good and competitive and reaches out to the mass audience.
Q] What is your subscription base right now? Which are your key focus markets geographically?
We’ve seen around a 35% growth in subscription in the past four months. A large amount of this is coming from the metros. But in the last few months, we are getting a good subscription base from tier II and III cities too.
Q] What’s your overall view of the industry in terms of the content that is being consumed? What has your observation been in the last six months?
The response in the past 5-6 months has been really great. We have seen a good subscription growth during this time. Since people are at home, they have been experimenting with content. We have around 10-12 genres and we look at topical blocks and themes for our programming. For example, around Gandhi Jayanti, we had four short films on the life of Gandhi. We also have a Diwali special coming up.
What is ShortsTV?
- ShortsTV is a 24/7, linear and OTT HD TV channel dedicated to short form video entertainment, including movies and series.
- It was launched in November 2018 as a value added service tie up with Tata Sky. A year later, it was launched on other DTH platforms – Airtel, Dish TV and D2H.
- With a catalogue of more than 13,000 Indian and international short movies, ShortTV is available in 100 million homes across the US, India, Latin America, the Netherlands, Belgium and Eastern Europe.
- ShortsTV’s reach in India covers 85% of the country’s satellite TV market