MxMIndia

Tag: Ditto TV

  • dittoTV is a platform of Zee Digital Convergence Limited (ZDCL)

    Infectious wins creative duties of ditto TV

    By A Correspondent

     

    Infectious has been signed on as the communications partner for ditto TV. Infectious will be responsible for the all their marketing and communication requirements.

     

    dittoTV is a platform of Zee Digital Convergence Limited (ZDCL). It offers access to over 100+ live channels including the entire Zee network, Colors, Sony, &TV, Zoom, Aaj Tak, BBC, Times Now, MTV, Ten Sports.

     

    Archana Anand, Business Head, dittoTV said, “After a rather long hunt for the right agency, we chose to go with Infectious because we found them quick to get the brief and also extremely open minded. And we are glad of that call, as the creative output has been a truly collaborative effort and one we are very happy about.”

     

    Says Ramanuj Shastry, Co-founder & Director, Infectious; “ditto TV is ground-breaking because it democratises live television. It allows access to the teeming millions who can’t access live television because of the constraints of time, geography or money. It was a singular honour to be part of a movement that makes Live TV accessible to all.”

     

    Adds Nisha Singhania, Co-founder & Director, Infectious; “Now is the time for Ditto – with audiences increasingly consuming entertainment across devices, ditto enables them to see what they want, where they want. Also with a price point like Rs. 20/- literally anyone can afford it. We look forward to creating some fantastic work for ditto.”

     

  • Reliance Broadcast Network has launched Big RTL Thrill And Big Magic on Ditto TV, India's first 'Over-The-Top' TV distribution platform

    RBNL launches Big Thrill, Magic on Ditto TV

    By A Correspondent

     

    Reliance Broadcast Network (RBNL) has announced the launch of their channels Big RTL Thrill and Big Magic on Ditto TV, India’s first Over-The-Top (OTT) TV distribution platform offering live TV and on demand content on mobile phones, tablets, laptops, desktops, entertainment boxes and connected TVs.

     

    This is a next step ahead for the channels to engage with audiences through the digital platform, in addition to the traditional television medium. The tie-up also offers video-on-demand content.

     

    Sunil Kumaran

    Sunil Kumaran, Business Head, Language TV, Reliance Broadcast Network said, “Around the world and in India, digital media has transformed the way consumers perceive and consume entertainment. The immense penetration of the internet and the growing number of smart televisions and internet-enabled mobile devices are stimulating demand and we believe this will transform into a very significant viewing platform in time. Ditto TV is a promising new distribution tool and we are pleased to launch our channels through the platform. We are confident that it will help expand our channel offerings and reach.”

     

     

    Vishal Malhotra

    Commenting on the alliance, Vishal Malhotra, Business Head, New Media at Zee Entertainment Enterprises Ltd said, “This partnership with Reliance Broadcast Network spells a momentous occasion for Ditto TV ensuring that we continue to delight our customers across the world with rich, premium and quality content, anytime, anywhere. Ditto TV will continue to drive innovation in this sector, thereby consolidating our position as a pre-eminent OTT distribution platform worldwide. We are extremely proud of this partnership with Reliance Broadcast Network and are confident that our customers will enjoy the variety that it brings to the Ditto TV offering.”

     

    Ditto TV, as an application, is available on leading application stores such as Apple App Store, Android Market, BlackBerry Application World and Intel AppUp. Ditto TV’s prepaid cards are also retailed at high-footfall outlets like Croma and Vijay Sales with whom Ditto TV has entered a distribution alliance. For Windows and Mac PCs the app can be downloaded from www.dittotv.com.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    Ad Strat: Screw the couch

    Ryan Menezes, Chief Creative Officer, Percept/H

     

    1. Name of the Campaign:

    Screw the couch-Ditto TV.

     

    2. The Brief:

    To create immediate curiosity and interest in a new brand, Ditto TV, in this new category called OTT (Over the top) TV.

     

    3. Research insights:

    People are always alive to novel forms of engagement. They like completing stories in their heads and love checking on whether their answer ‘is right’.

     

    4. The thought process behind the creative:

    The ad had to be provocative. My idea was to play on the fact that Ditto TV allows you to do it anywhere, without specifying what the ‘it’ was, and allow people’s imagination to go wild.

     

    5. Media vehicles chosen:

    Front page jackets on Bombay Times, Bangalore Times, Delhi Times, DNA Mumbai and Pune.

     

    6. Key issues kept in mind while executing the ad:

    Key issues kept in mind while executing the ad. The ad had to be noticed, so I had to make it stand out. Hence the use of bold typography, minimal elements  The copy on the front page was written at one go, as I wanted it to sound like an angry rant, and not look like it was crafted. I used a broken couch as a visual to reinforce the double entendre that was already playing in the reader’s mind.

     

    7. Does the treatment do justice to the brief?

    It more than does justice to the brief, it takes it to another level.

     

    8. What is the differentiating factor about the ad?

    Its audacity, its single-minded message. It is well written and art directed, and most of all, it rewards the viewer.

     

    9. Market and client feedback:

    Ecstatic client, curious readers. The app Ditto TV became no. 3 on the Apple App store within 3 hours on day 1 of launch. More than 5000 registrations within 11am on day 1 and No.1 app on the most downloaded charts on Apple store within 3 days of launch.

     

  • Percept H has won the creative duties for a new brand, Ditto TV, from the Zee Group. The account size is pegged to be at Rs10 crore.

    Ditto TV aligns with Percept H

    By Shubhangi Mehta

     

    Percept H has won the creative mandates for the recently launched Ditto TV, the OTT (over the top) television offering from Zee. The win comes after a multi-agency pitch. The account size is pegged to be at Rs10 crore.

     

    Commenting on the selection, Manoj Padmanabhan, Head of Marketing, Zee Digital said: “Since this is a new category inIndia, we were looking for an intrinsic understanding of new technologies and media consumption trends. Percept H was a winner in terms of understanding of the business and also in terms of crafting impactful creative.”

     

    Ayan Chakraborty, Chief Growth Officer, Percept H said: “The team is excited to be working on this brand, which is surely going to set a new trend in terms of media consumption in this country.”

     

    While this is the first time any of the media majors have invested in this technology inIndia, OTT TV is a proven and very successful format globally, for on-the-go consumption of media and entertainment. Some of the leading players like Sky generate a significant amount of revenues through this channel format.

     

  • Ditto TV is India's first Over-The-Top TV distribution platform offering live TV & on-demand content on mobile and traditional devices

    Zee aims to Ditto its DTH success story

     

    By Rishi Vora

     

    It is said that one who adapts as per the changing times is the one who succeeds in the long run. Recession or no recession – it doesn’t matter. If organisations continue to focus on what the market needs, success stories will continue to emerge and growth will eventually take precedence over many a hurdles.

     

    Adapting to the market and launching a relevant product in India’s broadcast sector is Zee Enterprises Ltd; the company that has been credited for making early inroads in the TV entertainment space in India and making it big internationally. It has now set an example in the New Media space with the launch of Ditto TV.

     

    Punit Goenka

    Ditto TV is India’s first Over-The-Top TV distribution platform offering live TV and on-demand content to end consumers on mobile phones, tablets, laptops, desktops, entertainment boxes and connected TVs.  The product has been brought out in the Indian market with the help of technology partner, Siemens.  “The offering fundamentally turns appointment viewing as a concept on its head,’ said Punit Goenka, Managing Director and Chief Executive Officer, ZEEL.

     

    On what it means to the group Mr Goenka said: “It adds a different dimension to business model. The idea was to bring cutting-edge wireless broadband digital services to customers across the world. Over the years, we have launched many industry firsts, but this is a launch that I’m excited about; I believe that Ditto TV will transform the way content is consumed and monetised.”

     

    Vishal Malhotra

    “For our channel partners- namely, for content owners, distributors, retail, OEMs and service providers, Ditto TV creates unique revenue generating opportunities,” explained Vishal Malhotra, Business Head – New Media, Zee Entertainment Enterprises, on what it means to its channel partners.

     

    Apart from India, the platform will be available in the UK, UAE, New Zealand and Australia. And United States will follow in the priority list, by end of this quarter.

    So yes, it’s an experiment by Zee, but as experts have pointed out, it’s a risk worth taking as consumption patterns of consumers are going through a sea change with the advent of digital technologies.

     

    Ditto TV will offer features such as adaptive streaming, elaborative programme guide, content recommendation engine and an interface which is integral to enhance the user experience. Moreover, it allows for complete customisation in terms of cost as well as content – where users are given an option to handpick a basket of channels as per their own personal preferences.  Price points start at Rs49, where the consumer gets access to three channels of his choice.

     

    Yogesh Radhakrishnan, a veteran in the field of TV distribution in India, said: “There are some issues like inadequate bandwidth; broadband connectivity is a pain, but having said that OTT is a technology for the future. For it to reach to the masses, it will take some time.”

     

    As for the broadcasters, Ditto TV comes in as an additional platform to showcase their channels on. And just as the thought crosses the mind, as to how many broadcasters will Zee be able to get on board, the news is that already 21 channels have agreed to use this platform.

     

    MSM Group, TV Today Network, BBC, and Zee are a few networks that will allow their channels to be available on the platform. A few important contracts yet to be signed which includes Reliance Broadcast, Star and Times Network. The company expects to offer a complete set of 50 channels shortly.

     

    The sense is that it is a matter of time before the rest of the industry embraces this new platform from Zee. As informed by Mr Goenka, monetisation via advertising can only happen once it reaches out to a critical mass – at least 5 per cent of the audience which consumes TV content on a daily basis. So there is still some time for advertisers to worry about this new delivery platform. But, that doesn’t make this venture of any less significance for Zee.

     

    Mr Goenka pointed out that a significant investment has gone into setting up Ditto TV and that he expects his new media division to contribute about 10 per cent to the group in terms of revenue in the next five years. Needless to say that Ditto TV is the first step in the bigger game to boost the company’s digital and new media play.

     

    On what this means to DTH and cable operators, Mr Radhakrishnan explained: “These are very, very early days. There is no doubt that OTT is the technology of future, but for now, it is just a beginning and not a threat to other distribution channels. Also, it is unlikely to replace the existing mode of distribution channels, as new media and technology comes as a welcome ‘value addition’ to the business.”

     

    So whether Ditto is able to script a ditto success story that of Dish TV – Zee’s DTH offering, is something to watch out for. For now it looks like a welcome initiative – both from the consumer and the trade point of view.