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On demand TV player and interactive advertising platform Lukup Media is looking to expand its over-the-top (OTT) services by acquiring multi-system operator (MSO) and internet service provider (ISP) licenses, reports IndianTelevision. These bundled services will let Lukup deliver OTT content with traditional TV and internet.

Stream protected content

Lukup will invest Rs 100-120 crore to roll these services out in 8 cities. It has also signed a deal with digital media solutions company Widevine to integrate DRM solutions which will allow Lukup to serve copyrighted content such as movies, music and TV shows legally, despite “congested networks”.

Stream on multiple devices

For bundled services, Lukup will have 3 phases: phase one will cover Mumbai, Pune, Hyderabad and Bengaluru, phase two Delhi NCR and Gujarat while phase three will include 47 cities with populations of over 1 million each. The service will be provided by Lukup Player through which users will be able to simultaneously stream content on more than one digital device.

OTT not yet in demand

The company said that the the current demand for OTT services was not high, since customers who owned digital TV set top boxes did not wish to pay extra for OTT services. Lukup’s new licenses should play a part in changing that, it added. Last year, Lukup signed contracts with over 200 local cable operators and claimed to have a total viewer base of 1.8 million homes.

In 2013, Lukup Media signed an agreement with Mediabrands Indonesia, the media arm of the Interpublic Group, to offer rich media mobile advertising and consumer engagement solutions to advertisers, brands and content providers. Users needed to type a URL in their mobile browser which subscribed them to the brand. Brands could then push rich media notifications to them based on their location. Lukup’s platform was available on Android, iOS, BlackBerry, and Windows Phone.