ALTBalaji looks to attract viewers from areas with weak internet connectivity
MUMBAI: Leading homegrown OTT platform ALTBalaji has partnered with Microsoft and Indian fintech company Eko India Financial Services to pilot a cloud coordinated content distribution network that saves cellular data.
The association will allow the digital SVOD platform’s subscribers to use Microsoft’s BlendNet technology to download and access ALTBalaji content without consuming large amounts of cellular data.
BlendNet technology enables videos to be disseminated through a combination of cloud-enabled metadata systems. The file is then transferred onto the recipient’s mobile using peer-to-peer local Wi-Fi, after asking for the necessary permissions from the users. While the creation of this cloud plane might need a data network, the transfer of data will happen over local WiFi.
Subscribers will be able to browse through all the content available within the app and get those files offline from nearby EKO retail stores, as well as from other users who have the same content that is being searched for. A subscriber on an average consumes 2-3 episodes per day using 1 GB of their data, BlendNet will ensure that bulk data transfers happen locally increasing content consumption amongst its audience.
In case, the consumer is in a remote region, then BlendNet will postpone the downloading of content until you come to a place where someone else has the same file nearby. This feature serves as a value proposition for ALTBalaji subscribers as they can now access their favourite content even in areas with low internet connectivity without adding any data costs over and above to the subscription cost which is an economical Rs 100 for 3 months and Rs 300 for the annual pack.
Speaking on the technical association, ALTBalaji CEO and Balaji Telefilms Group COO Nachiket Pantvaidya said, “These technologies enable a large portion of the Indian population to bridge the digital divide and are enabling audiences from India’s heartland to access and participate in the digital revolution. At ALTBalaji, it has always been our endeavour to reach out to the masses and enhance our users’ experience through such services while being affordable. And through this pilot feature, we aim to attract more viewers to our platform from areas with not so good internet connectivity.”
Microsoft Research India Managing Director Dr Sriram Rajamani said, “It’s inspiring to see new solutions that enable end-users across the socio-economic spectrum to access content and data in ways that are cost-effective and impactful. Such technologies that combine the cloud with cheap, readily available and seamless connectivity for the end-user have the potential to positively impact the lives of millions of people.”
Microsoft India COO Meetul Patel said, “Technological innovation is a great enabler towards a more digitally connected nation. Microsoft’s BlendNet is a great example of advanced technologies being used to make information and content accessible to all. It leverages the power of the cloud and intelligent edge networks to address gaps in connectivity and reduces the costs of content distribution. We are excited about this partnership which will help many more in India access and experience the benefits of digital content.”
Commenting on the association, Eko India Financial Services Co-founder and COO Abhinav Sinha said, “Eko is pleased to partner with Microsoft and ALTBalaji on this breakthrough project. It is always our endeavour to enhance the brand, customer relationship via access to our platform and our vast network of merchants. This new technology by Microsoft, offered via ALTBalaji, enabled at our merchant outlets, would provide customers with quick and direct access to content without consuming data. We believe this win-win partnership will be a welcome service to our business partners and customers. At Eko, we are committed to taking digital products to the masses and help everyone benefit from the digital economy.”
With 45 Originals as part of its vast and diverse, multi-genre content library, ALTBalaji continues to entertain audiences like never before. Shows like ‘Apharan,’ ‘Home’ ‘The Test Case’ ‘Kehne Ko Humsafar Hain,’ ‘PuncchBeat’ and the latest being ‘Coldd Lassi Aur Chicken Masala’ have received adulation and accolades aplenty from across the length and breadth of the country.