DigiVive, a B2B mobile value added services company which offers mobile TV and video on demand services, has launched MTS Video Bites, offering Video on Demand (VoD) services via an Android app to MTS mobile subscribers.

The application provides subscribers, access to VOD content that includes reality shows like BIG BOSS, Devotional Content, Movies, Original B R Chopra Mahabharata & more, in capsule format.  MTS customers can also watch the last seven episodes from tv channels including LIFE OK, STAR PLUS, CHANNEL V, among others. Note that this is not a mobile tv service and MTS already has a tie-up with Apalya for TV streaming for its data card and EVDO mobile users.

The service is available to MTS customers as a pre-embedded app on all Android handsets sold via MTS. However,  MTS Android users who bought the device before the launch of the app, can also download it by sending SMS <VB> to 52526. What’s interesting is that charges per clip are Rs 3, Rs 5, and Rs 7 depending on the content. For example, a 30 minute clip of Mahabharata would cost users Rs 3 but a 30 minute clip of shows like Splitsvilla would cost user Rs 5/7. The validity for each clip is 24 hours.

Previously, DigiVive has worked with state-owned telecom operator MTNL to bring Mobile TV to their subscribers. Early this year, DigiVive launched an operator agnostic mobile TV app, nexGTv, which allows users to watch live television channels and video on demand on their mobile phones over 2G, 3G and Wifi networks.

Anupam adds: While DigiVive will benefit in terms of discovery, since the app will be pre-embedded, the per-clip pricing is a bit tricky in our opinion. ‘Eat all you can’ plans might cost more but give an impression of bundling unlimited supply of content. We do agree that mobile content should be formatted for mobile use and due to bandwidth and battery life, streaming doesn’t always make sense. We also don’t know if MTS would charge for data use when subscribers use an app. Also, the 24 hour expiration doesn’t make sense in the age of YouTube. In our opinion, DigiVive should offer unlimited clips for a fixed subscription price if it wants to push usage.

Other Video Services

With larger mobile screens in the market, TV on the go is becoming popular. There are live TV services like MunduTV by Geodesic, Ditto Tv by Zee New Media, available on mobile platforms. However, these applications need to be installed separately by the mobile users, wherein, lies DigiVive’s advantage as their app will be pre-installed on all Android handsets sold by MTS.