logo-star-playerThe aggregation and distribution of video content online continues, and STAR Player, the online video aggregation and distribution arm of News Corp owned STAR earlier this year, is now providing content from its channels to Webdunia, the Indic language portal from the Naidunia group.

logo-webduniaWebdunia appears to be showcasing videos from multiple content owners – including MTV India, Times Now, ZoOm, alongwith other video content like Yoga, Believe It Or Not, “Religious Journey” and Blog Videos .

The Case Of The Independent Aggregator

Two key changes have punctuated the development of the Indian video content space over the past year or so – Firstly, the demise of the paid-content model and the dependency on advertising, and secondly, the demise of the destination site (except, perhaps YouTube) and the need for building views by building a distribution network. This model is reflected, in differing degrees, in case of the STAR Player, Rajshri Media, Times Audience Network, Nautanki.tv and iStream.

Exclusivity of content appears to be limited, and there appears to be a mix of both competition and collaboration between companies in this space, all of which, we feel, will struggle to establish a differentiator in terms of content. Differentiators, we feel, will be established primarily by the distribution deals inked by aggregating/syndicating companies, which will help one aggregator gain over the other, and may help swing content deals eventually.

We feel that eventually, content aggregators will need to establish exclusivity in order to close key distribution deals, and one might find key content owners like STAR, Times Audience Network and Rajshri Media leveraging their own content for distribution. There might also be a case, because these deals are advertising revenue share based, that content owners who are not in the distribution game, might feel that their content is not being adequately promoted. In that case, they may lean more favorably towards independent aggregators of content, instead of sharing revenues with companies that are, traditionally, their competitors.

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