wordpress blog stats
Connect with us

Hi, what are you looking for?

iStream.in Provides Video Content To MSN, Sify, Bebo, YouTube, Dailymotion

logo-istream2Video aggregation company A2Media (iStream.in) has inked deals with multiple content owners, and is providing video content from Times Now to MSN India. We came across a Times Now video on MSN (screencap), and contacted iStream for details.

Video content businesses that required consumers to pay to view content have shut shop over the past year or so – Tinselvision and GluTV (with Zee content) among them. JumpTV also had decided to move away from regional TV streaming to sports, though they appear to have launched TV Desi. The advertising supported model, focused on maximising views through distribution networks has gathered stream.

MediaNama spoke to iStream CEO Radhakrishnan Ramachandran about the partnerships they’ve struck, differentiation, and conflict on interest with content owners themselves taking on an aggregation role:

Content And Distribution Partnerships

Ramachandran, who co-founded iStream with Chellappa Dhanukodi, and IIM-A alumnus who was working with Oracle, said that they’ve deployed video content at MSN, YouTube, Bebo and Sify, and are in the process of tying up with other top tier portals. They have a library of close to 30,000 clips, and around 15 partnerships in terms of distribution. “Currently we’re looking at strengthening both content partnerships, as well as distribution partnerships. We’d like to have at least 25 partnerships closed by the end of two-three months, and covered all the key portals. ” iStream has YouTube and DailyMotion channels, and Ramachandran said they had launched Hindi and Tamil channels on YouTube a year ago. According to their website, their content partners include Times Now, Zoom, Raj TV, Filmy, NDTV Lumiere, Vissa, Kairali TV and Chandamama.


Given that other content providers like Rajshri Media, STAR TV and the Times Audience Network are also looking to aggregate content for monetization, we wondered if there’s any differentiation – either in terms of exclusive content at iStream’s disposal, or in terms of exclusive relationships with websites that iStream is providing content to. Ramachandran declined to comment on details of exclusivity. Their differentiation, he said, is that they’re essentially a media company, and have managed content for various portals (including MSN India and Yahoo India) at India Syndicate, a content services firm that the Ramachandran also co-founded. “We understand the online space from a content point of view, and what works.

Conflict Of Interest?

But isn’t there a conflict of interest with the Times Audience Network, given that they’re aggregating Times Now content? Ramachandran said that iStream has tie-ups with both Times Now and Zoom, and will be working with TAN. “There is no conflict of interest. They’re primarily looking at how to monetize their content. There are lots of ways of working together instead of competing.”

How is this Content Monetized?

“As in any other case, it’s an ad driven model. I don’t want to get into too many details, though. We’ve been putting in a lot of effort over the last 1-1.5 years to bring in lots of content into the ecosystem. The monetization is left to the portals themselves.”

Our take: With a model that is advertising revenue based, the online video advertising revenue can possibly be get split between multiple stakeholders – the content owner, the aggregator, the publisher and the ad sales company/video advertising network. The business will need to scale significantly in terms of ad revenues (and possibly views), or someone might get taken out of the value chain. Bear in mind that this is our hypothesis, and Ramachandran declined to comment on details of how the revenue is split.

(Updated: removed incorrect mention of AOL as a content partner)


— Is There A Case For Rajshri.com To Launch Bengali, Tamil, Telugu & Marathi Sites?
Times Audience Network To Open Up Its API; “Video Ad Inventory Has To Be Sold By The Publisher”
Rajshri Ties Up With Joost; Films On YouTube? Bipasha13
NDTV Convergence Launches Tubaah.com; Challenges

You May Also Like


Airtel on Wednesday announced its own ad platform, Airtel Ads, in a virtual press conference. Terming its new product “powerful brand engagement solution”, the...


Google is adding new controls that will let users choose to see fewer gambling and alcohol ads. The feature will first be launched on...


Video-conferencing company Zoom Video Communications Inc. did not disclose the total number of customers using its platform, but said that around 433,700 organisations with...


The Indian government has amended the internet shutdown rules, formally known as the Temporary Suspension of Telecom Services Rules, to restrict the validity of...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ