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Perhaps a sign of things to come: Tata Photon TV, the datacard based TV channel streaming service from Tata Teleservices is now providing movies on demand. They’re effectively doing what IPTV can also do, but regular DTH doesnt: which is allow consumers to watch movies on demand, with a subscription validity of 30 days. The unfortunate part, though, is that the service is expensive: a movie rental will cost users Rs. 25 for a not-very-popular, Rs. 50 for “medium”, and Rs. 75 for a popular film, and data charges for streaming the movie will apply (or your limited Tata Photon Plus bandwidth will be consumed accordingly).

We checked again with at Tata Teleservices representative, and they’ve confirmed that this is a per-movie price. Given that this is going to be catalog content, it’s priced much too high, and users are more likely to look for pirated content. Telco’s and movie studios really need to think again about making content more affordable. We’ve asked TTSL for a clarification on which studios they’ve signed up with, both regional and Bollywood, and the number of movies that are available in their catalog. We’ll update when we get a response.

Update: TTL informs us that the catalog currently has 28 movies, and they’re adding 10 more movies by the weekend. They’ve licensed movies from BIG Pictures (Kites, 13B, Love Story 2050, Sikandar), Mukta Arts (Kalicharan, Karz, Hero), and Shemaroo (Deewar, Bawarchi). The regional movies are being sourced from BIG Pictures (like the Bengali movie Sab Chorita Kalponik). The company says that the list is being expanded.

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Tata Photon Plus has also launched a Tata Photon Wellness, a service powered by LifeMojo, which allows users to chat with a dietician, check the nutritional value of food items, and read article related to lifestyle content. What’s surprising is that the service is free of charge, even though data consumption charges will apply. The site is named Tata Photon Wellness, but a disclaimer at the bottom reads:

Disclaimer: Tata Teleservices Limited and Tata Teleservices (Maharashtra) Limited (TTL) only provide connectivity to www.lifemojo.com. TTL is not responsible for the services offered through www.lifemojo.com. Terms of Use of www.lifemojo.com shall apply.

Why are telecom operators obsessed with white-labeling everything?

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