Digital entertaiment company Hungama.com will be launching a new application for streaming movies next week and will be called Hungama Play. The new application will be featuring about 3000 movies and will feature both Indian and English films on the platform, the company said during a soft launch at an event in Mumbai.
“We are working on expanding the scope of our entertainment offerings to consumers. Our products are in the finalization stage currently, and we will soon be making a formal launch,” a Hungama spokesperson told MediaNama. The application will be first launched on Android followed by iOS. The app has a monthly subscription of Rs 199 where users can watch movies on the catalog unlimited number of times. However, new releases will have differential pricing.
The application also has a rewards points system where users can earn points for watching movies, commenting, sharing and liking movies. These points can be redeemed for gifts Hungama offers (think Apple iPad mini, new Samsung phones etc).
It’s worth noting that earlier this week Hungama added movies from Disney and Marvel. They have also offered a video-on-demand subscription for its users. Users of Hungama will get access to movies like Iron Man 3, The Avengers, Ratatouille, The incredibles, Wall-E among others for a fee of Rs 75 for transactional video on demand (TVOD), Rs 149 (non-HD) for subscription video on demand (SVOD) and Rs 249 for HD SVOD. The movies will be available across the Indian subcontinent and across PCs and mobile devices.
Hungama Movies claims that they have over 5000 regional, Bollywood and Hollywood movies in HD and SD. Hungama claims to have over 2.5 million pieces of content in the form of music, movies, music videos, mobile ringtones and wallpapers across genres and languages. It also claims to have exclusive global partnerships with over 400 content creators, record labels, studios, game publishers and broadcasters for mobile and digital content.
Competition in video-on-demand
There are a number of players in the video-on-demand segment which seems like a bit of crowded place. There’s Times Internet-owned BoxTV which last year tied up with Czech Republic-based production house KM plus Media to its catalogue. Box TV also tied up with Multi Screen Media’s video on demand service Sony LIV for a distribution deal to offer television content from MSM’s TV channels like Sony Entertainment Television India (SET India) and SAB TV and web-only videos like Quickisodes and Short crunch on the service.
Stockholm based Video on Demand (VOD) provider, Voddler and Zee Entertainment Entertainment Limited’s JV Bollyvod started its US rollout last year. Bollyvod, which has both free and subscription offerings, offers only Bollywood content and appears to be targeting the Indian diaspora in US. Asia Today (Mauritius), a wholly owned subsidiary of Zee Entertainment Enterprises Limited (ZEEL), had formed the JV with Voddler last year.
Mobile value added services company DigiVive has partnered with National Geographic Channel in 2013 to stream its shows on nexGTv. As a part of the deal, DigiVive will be able to stream shows such as Taboo, Megastructures, Air Crash Investigation, among others. The channel will be included as a part of existing subscription package that one has opted for. nexGTv currently offers native apps forAndroid, iOS, Symbian and BlackBerry mobile platforms.