In a market with no paucity of video streaming apps, Zee Entertainment's Ditto TV has cut its subscription fees to just Rs 20 per month, from around Rs 150 per month. The service includes over 100 TV channels, including from its parent network Zee, and others like Colors, Sony, SAB, Zoom, MTV, BBC, Times Now, MTV and Aaj Tak. The choice for pricing at Rs 20 per month is an interesting one, since it mirrors the ARPU (Average Revenue Per User) that Ditto TV made for the quarter ended 31st March 2016. "Because the pricing was dynamic today, the consumer chose between a daily, monthly and quarterly pack. That's why the ARPU comes to Rs 20", Punit Goenka, MD and CEO of Zee Entertainment Enterprises Ltd told MediaNama. "Once we drop the monthly subscription to Rs 20, as opposed to Rs 150, that itself would increase the number of subscribers for us. In four years we reached 2 million subscribers, and our target for the next year is to double that to 4 million subscribers, with the price point we've taken at Rs 20." This reduction in pricing is a bold move for Ditto TV, since it means that while the ARPU is likely to remain (at least) around the same mark, the lowering of pricing is likely to help it gain new customers, and entice those who were buying Rs 5 packs to pay a little more for the whole month. This might, and the price of Rs 170 per year, might also help improve stickiness for the service, which…
