Ajay-TrigunayatFormer Times Television Network (TTN) executive Ajay Trigunayat is launching a video on demand (VOD) venture called Action Quality Time in October this year, reports Indian Television. The new platform will have a combination of Indian and foreign content for audiences.

Trigunayat added that there are talks and strategic plans to build a robust platform and the new service  will have content in English and major Indian languages.

Trigunayat quit Times Television Network last year in April amid structural changes in the company. At TTN he worked as the head of Movies Now and was later promoted as CEO of TTN’s English channels.  Prior to working with TTN, Trigunayat worked as an entrepreneur in West Asia. He also worked as the business head of Zee Entertainment Enterprises Limited’s  English channels.

Recent developments in Video on Demand

The space for video on demand is heating up and a number of media houses in India have started new services to reach out to audiences. For example, Star India has launched another video streaming service in beta called Hotstar.com. Hotstar seems to include all of Star India’s television and sports offerings along with offering Bollywood & regional movies from other studios.

In September 2014, media company Pritish Nandy Communications launched a beta of its video service called Ogle. At the time of the official launch Ogle will offer users about 150 TV shows and over 1000 English-language movies.

In April 2014, Zee Entertainment launched an online video portal called Bollyvod, in partnership with Voddler.Relativity Media had also signed a $100 million joint venture with Indian TV channel B4U to launch a digital streaming service RelaTV that will offer short and long length video content to Indian viewers.

Our Take

As we’ve said earlier,  the Indian market is a graveyard for video on demand, but that hasn’t stopped companies on taking a crack at this segment. In fact, the only content platform that has worked so far is YouTube, because they’ve got the audience, the content and more importantly, the advertisers. Even though content owners crib about the 55:45 revenue share YouTube offers, they realize that they don’t really have other viable options online.

Also read: Trends & Key Developments in the Online Video segment in 2014