nexGTv looks to enter the limelight with larger screen offerings

nexGTv, one of the first video over-the-top players in India, is looking to expand its content for smart TVs and similar larger screen offerings. The foray into TV space is expected sometime in 2017.

Currently, the app-based OTT player, owned by Digivive Services Pvt Ltd, has offerings across mobile devices such as smartphones (including phablets), tablet PCs, desktops and laptops.

According to Dushyant Kohli, Head – Growth, nexGTv, people have started opting subscription-based services, and the concept of a second screen and personalised viewing is gaining popularity in homes that have a single television set.

Second screen is a popular concept in developed countries, and commonly refers to the use of a computing device for consumption of content, apart from TVs.

“We are targeting smart TVs and are working towards that end. Sometime in 2017, we intend to enter the segment,” Kohli told BusinessLine during an interview.

Normally, such curated content on multiple screens are available on a subscription basis. In case of nexGTv, it has a subscription- and an advertisement-based revenue model.

The subscription model, which accounts for majority of the company’s revenue, has a direct billing model (where customers pay using plastic money/wallets/net banking/coupons) and a telco billing model. Under the telco -billing model, the subscription charges are either added to the customer’s post-paid mobile bill or deducted from their prepaid balance.

Kohli claims nexGTv attract nearly 1 million paid users every month. The average viewing time is close to 20-25 minutes.

Apart from regular tie-ups — including offerings in categories such as news, serials and movies — the company also has original content that include youth-centric shows and a ‘tell-and-discovery’ offering (similar to a reality show).

“We haven’t ruled out the option of producing and developing our own content in future,” Kohli said. As of now, the company primarily relies on tie-ups and acquisition of content rights.

This apart, the company is also in talks with multiple investors to raise funds for growth in international markets, increase its content library and foray into the TV space.

According to Kohli, demonetisation has taken a toll on the firm’s earnings. “Subscription revenues through prepaid telco billing options has taken , took a hit.”

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