Apalya, a mobile video application company, has launched vFlash TV as part of the launch of Virgin’s USB modem device vFlash. This is similar to the launch of Photon TV with Virgin’s franchise partner Tata Indicom. Apalya CEO Vamshi Reddy told Medianama that both the services are similar in terms of pricing and services because both run on the TTSL backbone, though there is a difference will be in the viewing experiece, as they have upgraded the technology.

vFlash TV offers users access to 22 live channels, and is free for the first month. After that a single channel will cost Rs 4, 10 channels will cost Rs 29 and all channels will cost Rs 75 for every month. It also has personalization features like bookmarking favorite channels and programmes.

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Reddy says that Photon TV completely consumed their 100 Mbps dedicated data pipe during the double century knock of Sachin Tendulakar in the second ODI of the recently concluding India-South Africa Series. The matches were broadcasted as via tie-up with CricketNirvana, which also saw a tremendous increase online during the epic event. Readers should note that Cricinfo, the most popular Cricket site on the web, claimed to have received 45 million pageviews, and lost two servers.

Reddy also said that there has been a change viewership trends since the launch of Photon TV. Prior to Photon TV, people traffic for Apalya’s mobile TV app used to peak between 6 to 11 in the evening. With the consistent connectivity and speeds that EVDO provides, Photon TV and vFlash traffic is consistent from 9:30 in the morning up till 8 in the evening, he claims. Also, in order to make the viewing time seamless (because of lack of consistency of connectivity in wireless data card connectivity), there is a buffering time of 7 seconds.

Reddy told Medianama that at present they get a share of the subscription revenue, though they are evaluating other options as well. For the telecom operator, apart from the subscription revenue share, the residual bandwidth that the consumer has bought also gets consumed by the data heavy service.

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