PEPPERS, a Tamil entertainment television channel has launched a dedicated mobile stream, which, according to the channel, is available on all major platforms including iOS, Android, Blackberry, Samsung, HTC, Symbian and Windows Mobile, through its mobile website, m.pepperstv.com. The channel’s content is targeted at the youth.
We tried using the service on an iPhone over a 3G connection and found that the streaming worked well. A statement from the company indicates that the service is powered by Akamai and uses its technology to convert and optimize a satellite feed for mobile, adapting itself for different network connections. Apart from mobile, PEPPERS also offers a web feed of its programing. Earlier, 9X Tashan, a Punjabi channel from 9X Media Group, had also tied-up with Zenga TV, a mobile TV service, to distribute its content on mobile and tablets for free. Most tv networks partner with mobile tv aggregators like Apalya, Zenga, Geodesic, and others to offer mobile streams. Some like NDTV also offer streams via their mobile apps.
Anupam adds: It’s interesting how TV channels are increasingly offering streams across multiple mediums, but one of the intentions behind it is finding an additional stream of revenue. However, by not partnering with a content aggregator or distribution platform, and bypassing telcos, Peppers does not seem to be looking at a monetization opportunity, at least going by the present model. Its mobile web URL directly opens the stream and there are no ads of any kind, which makes us believe, that the move is to create buzz around the channel and gain audiences. Aggregators and telcos also help in pushing the service on their networks via promotions, and aid discovery.
Honestly speaking, we had not heard about this channel (it also might be because we’re based in North India) before this. Also, it’s not carried by mainstream DTH operators and cable networks. However, we’re not sure if a lot of users would tune-in to the channel via mobiles, with expensive 3G tariffs and data caps.