'What's on India' in Forbes
The magazine published an article stating, "There are over 500 channels available on Indian TV today pulling over 8,800 crore in advertising money. Yet most of us watch barely a tenth of these most of the times. It is just too damn confusing to figure out what programme is playing on all of those 500 channels at any given point. This is the problem "What's On India' is trying to solve, and in the process make itself into India's TV guide."
The four year old company has built its own Electronic Programme Guide, which already reaches millions of subscribers through set top boxes of cable operators like Hathaway and DEN, and DTH providers like Airtel Digital TV and BIG TV.
While exclusively speaking to AdGully, Atul Phadnis, Founder, Promoter, CEO of "What's On India', says, "It's just been a few days since we launched the 'What's On India' channel. In this short while, both - consumers and the Television industry have given us an very emphatic thumbs-up, underscoring the immense need for a reliable and engaging solution to the constant viewer pain-point of "What should I watch right now". We are delighted to be listed in Forbes' Hottest 5 Start-ups. It's an acknowledgement of both ' the huge viewer pain-point as well as the quality of the solution that the "What's On India' model provides."
Being the only such model in the marketplace, all operators have expressed excitement and welcomed the channel's launch. "What's On India' will be switching them on one-by-one.
The magazine also highlights the channel's USP as "Indigenous solutions for Indian TV watchers" and emphasizes its "strong relationships with TV channels and cable and DTH operators."
On being asked about the future plans of the channel, Atul says,"One of our key short term goals is to be available in 20 million homes within the next 3 months. The stunning response that we are getting especially with Cable Operators across the country who are switching us on has put us well on our way to realise that goal. Our other key target is to constantly clarify the TV guidance offering based on consumer expectations and pain-points. You will see enhancements in the channel on a continuous basis from hereon.
Atul who sees no competition in the near future also discusses revenue plans with Adgully, saying, "These are early days for our channel business. Plus we have created a new category in the TV channels business. In comparison to General Entertainment channels that are 20 years in the business, Movie channels that are 15 years old, News channels that are 10 years old, our TV Guidance channel is just 40 days old. We will be in a better position to address this question in the next few months when we have had a chance to clarify and develop the TV guidance model within the Indian context."
What's-on-India Media is India's largest Consumer TV Guidance and EPG company. Set up in 2005 by Atul Phadnis, at the inflection point of the Analog Indian TV industry turning Digital, the company was VC funded by Sequoia Capital and Nexus Venture Partners to deliver a series of consumer focused TV Guidance media including India's first TV Guide Channel. Clients include all major TV networks and Cable/DTH/IPTV operators in India such as Hathway, Airtel Digital, STAR TV, Discovery Networks, UTV Entertainment, Reliance BIG TV, Digicable, DEN, etc
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