Campaign India Team
Dec 17, 2012

"We don't believe India is ready for a subscription-driven model yet": iStream CEO

Online TV service eyeing advertisers, sponsors, post multi-year licensing agreement with IndiaCast

IndiaCast, a distribution JV between TV18 and Viacom18, announced a multi-year licensing deal with online TV service iStream last week.

Following the agreement, will stream content from 20 channels distributed by IndiaCast. The portal will have dedicated landing pages for each channels, with streaming available online across devices.

On advertisers' reaction to the agreement, Radhakrishnan Ramachandran, founder and chief executive officer,, said, "We do  believe and hope that they will see this as an opportunity to  extend their presence in the online video space. Online videos are  perceived to be more premium worldwide and we are sure to bring value to them as the country's premium online video destination."

Ramachandran refuted the possibility of ads carried on the channels being carried online on the portal.

He underlined that streaming would not work on a paid-views model, and said, "We don't believe India is ready for a subscription-driven model yet."

On the agreement, Anuj Gandhi, group chief executive officer, IndiaCast, said, "With the digital space becoming more mainstream and evolving with the speed of every second, it is imperative for us to take our content from television to online and give access to our viewers across all platforms. With a rich library of content already available with IndiaCast, fiction shows to news, this partnership with iStream will help us further our connect with the audience living online."

Campaign India

Related Articles

Just Published

4 hours ago

APAC Effies 2023: Leo Burnett India finishes second ...

Whisper is brand of the year followed by Oreo and Dutchie Partners Life

9 hours ago

Ministry of State for Electronics and Information ...

Rajeev Chandrasekhar emphasised India's pioneering role in ensuring net neutrality and resisted telcos' 'gatekeeping ambitions' in a tweet

11 hours ago

Picks of the Week: Work that wowed us

Every Friday, Campaign India picks its favourites from the work published on the website

11 hours ago

Times Internet's Cricbuzz and Willow TV to ...

Bags the rights from September 2023 to March 2028