#NAMA: Future of Content and Payments on 4G was supported by content delivery network and cloud computing services provider Akamai Technologies. Offline viewing When it came to offline viewing, there was much debate whether it was a passing phase. Uday Sodhi, head of Sony LIV felt that offline viewing was an intermediary model. "Networks are choked. Hopefully in some point of time with 4G and other network improvements, these things should sort themselves out. This is the pager before the mobile. I don't know if they're long term models," he added. However, it was pointed out that apart from monetization, encouraging offline viewing could help in optimization of networks. That way, the need for fat pipes for video consumption of video can be reduced. Gaurav Gandhi, head for VOOT, Viacom18's streaming service, also pointed out that India has a huge side loading business. Side loading refers to adding videos on SD cards and memory drives from a computer. "Offline viewing is not necessarily downloading in India. Sideloading business in India has been very high for a long time in India. People who side load content are paying around Rs 20. But the person who is side loading it is doing it illegally." He added that it could represent a huge opportunity fore rural India where network connections are often patchy. "The challenge is of monetization and of DRMs to make sure that content is secure. If you are a long form content player like us and many others, you could give an…
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