Direct-to-home (DTH) television operator Airtel Digital TV has launched a new video-on-demand (VOD) service in India which allows customers to download film and television library content to their set-top box through a broadband connection.
Currently the service is available in the cities of Mumbai, Kolkata, Chennai, Delhi NCR, Pune, Hyderabad and Bangalore, with more planned to follow. It will, says the Bharti Airtel-owned operator, provide popular movies and series on fashion and lifestyle, health and fitness, home and family, devotional and much more from an on-demand video library.
There is no monthly subscription fee, but instead viewers are charged per rental – starting at INR10 for a 24-hour period. The service is most effective for those with high broadband speeds of 2Mbit/s, and runs using an Ethernet connection.
Tata Sky’s VOD service already provides viewers with both catch-up TV and an on-demand movie library featuring popular channels such as Star Plus, Colors, Sony Entertainment TV, SAB TV and NDTV.
The new service also comes in the wake of the December 2012 launch by Apple of the iTunes Store in India, which enables visitors to buy or rent downloadable HD and SD films or TV shows.
Various other online video streaming sites are also available in India, including Spuul.com, Eros Now, Verismo’s Mela, Rajshri Media, as well as Boxtv.com and Bigflix.