Doordarshan is exploring tying up with OTT platforms for sharing their content through Free Dish, its free direct-to-home (DTH) satellite TV service.
Doordarshan, which operates 23 satellite channels, covering about 92 percent of the country’s population besides the DTH service, could help OTT platforms increase their reach. OTT platforms are content-streaming services such as Netflix, Amazon Prime and Big Flix
DD is also looking at improving its own content to increase viewership and compete better with private broadcasters. DD has the largest rural reach while OTT platforms are largely urban.
OTT platforms reach about 16 percent of TV viewers, according to a study by Boston Consulting Group (BCG). Digital platforms already account for 25 percent of media consumption by young viewers, and the share is likely to expand. OTT platforms’ revenue, currently estimated at `3500 crore, has the potential to grow to `35,000 crore in the next five years. In addition to foreign OTT platforms such as Netflix and Amazon Prime, domestic broadcasters have launched their own OTT platforms such as Voot (Viacom 18), Hotstar (Star India), Sony Liv and Zee 5. According to the BCG study, these OTTs offer a combination of ad support and behind-the-paywall content.