Zee Entertainment is planning to launch an online video portal called Bollyvod, in partnership with Voddler, MediaNama had learned via an anonymous tip-off, and confirmed from sources. A placeholder site is currently in closed beta, and indicates that the portal is what the partnership with Voddler, in which Zee has said it has committed $5 million in investment, via its subsidiary Asia Today, was all about.
The domain name Bollyvod is registered by Voddler, by the looks of it. Check here.
Why Not Ditto TV?
Zee already has a video on demand service called Ditto TV, which is mobile based. It’s surprising that the company isn’t taking a cross platform approach with Ditto TV, and building it on the web as well as the mobile. If it’s thinking that one should be for the web and the other for mobile, well, that would be very 2007 of them. Last year, when Zee Entertainment had disclosed this partnership, we thought it was about Ditto TV. It appears we were mistaken.
According to its website Voddler powers branded platforms for content owners and media companies, and allows both free streaming of content, rental and purchase of content, as well as allowing users to upload content to their own content for viewing, as well as sharing your own content. Voddler’s platform also allows monetizable sharing of viewing rights for rented videos.
It’s not known whether Zee will allow uploading and sharing of content to Bollyvod; frankly we wouldbe surprised if they allow uploading and sharing of content.
Why Another Video Business?
In fact, why launch yet another online video business in a market that is a graveyard of online video businesses? In fact, the only content platform that has worked so far is YouTube, because they’ve got the audience, the content and more importantly, the advertisers. Even though content owners crib about the 55:45 revenue share YouTube offers, they realize that they don’t really have other viable options online. And Zee thinks it can make two digital video businesses work, where most are struggling with one?
Other media companies with online video initiatives: Times Internet with Box TV, Eros with Eros Now, Sony with Sony LIV, STAR with STAR Player. Did we miss anyone? How come Network18 and HT Media haven’t launched a video portal yet?