What's On India launches consumer TV guidance channel

The channel titled ‘What’s-On-India’ is currently available to all Hathway users and will be the first channel viewers will see when they switch on their TV. It will aid TV viewers by informing and recommending a wide variety of programme choices across multiple TV channels round the clock and will be fully operational by December 2009.

 

Atul Phadnis, founder, promoter and CEO of What’s On India said, "The key insight guiding the company’s plans is that 70% of the times, viewers switch on their TVs without knowing exactly what to watch. The TV industry is increasingly becoming aware of this 'unplanned viewing' phenomenon that has been exacerbated with the growth in channels and programmes over the last few years."

 

Phadnis says that in about 70% of cases, millions of viewers are in a search-and-find mode in a bid to find interesting programmes to watch.

 

Internationally, viewers use the TV Guide channel to plan their forward appointments with their TV sets. They watch promos of upcoming programmes and find greater details, twists and turns of ongoing shows, he said.

 

"Our mandate is to enable discovery of new content," he said. What's On India is currently free-to-air, supported by advertising. The company currently provides Electronic Programme Guides (EPGs) to cable and DTH operators.