Mumbai based Time Broadband Services was set up in 2005 and offers internet protocol television services in India. Its services include video on demand, e-learning, pay per view, media on-demand among others to qualify it as a competitive multi service operator. The company's co-founder, Amit Dev has seen the rise of cable televison and this sector over the last 25 years and share his and his companies views below
Q: What are the most important parameters when you decide on thePackages and rates you offer?
A: While Customer interest is always upperdemand, multi-cast, interactive games, virtual PC, virtual TV, audio on demand-most in my mind, the effort is sure to provide maximum Value-for-money; example was our Launch scheme in Malaysia in August 2007 at significantly lower-prices than what we found through past Dedicated Research with Focus-group and opened-up choice by bringing exclusive Nine-language Content from Four-nations in "MyTiMe" IPTV-package; which eventually beat the existing weaker One-way competition from Cable TV operators in KL & JB zones and enabled many Expats Tune-in to favorite list of top global channels, as desirable!
Q: How big is the MSO and broadband market in India ?
A: Everybody has read about the numbers estimated by Pundits from Big-5 as floated in many forum; but if you agree to look experimentally and go by the Korean model of these "Smart-homes", we would actually land-up networking the Eco-system of devices at Offices and remote locations (if connected through future NOFN, in 2.5 lakhs of Panchayats, to be connected in few years) which may broad base the effective number of Connections and revolutionize the activity spectrum to enable great Business, Education, Medicine and Lifestyle enhancement as natural growth-path.
Q: How do you maintain margins in this highly competitive vertical?
A: Typically the Premium segments of Value-end at the top-of-pyramid Demographics offer significant margin despite small numbers; I have however never lost sight of the base of customer which contributes the protective cushion for revenue-sustainability, while our conscious drive was to add-up novelty items to spice-up Content spectrum as the hook for grabbing Audience attention. Current competition in the highly successful Cable business is still limited to FPC-based multi-cast and limited On-demand availability; which is the God-given opportunity for Interactive services, to win!
Q: What have been your key takeaways from executing cable operation over the years?
A: Knowledge acquired over 25years since a small lucky-group of experimenters, initiated CableTV in southern-tip of Cuffe-Parade as the seed of India's grand business of today; my good fortune has extended to launching 1st dedicated Cable channel and 1st PayTV Sports channel in the spate of pioneering with esteemed Employers, such as ATN, SunTV, ESPN & Sahara TV. I admit, every new-step is challenge which has to be met with humility and information on Market dynamics; which has inspired me to reach the front-line of bleeding-edge Tech-innovations, for Viewer-benefits.
Q: What would you describe as the key challenges you face when competing with other players in this business?
A: Transition in India from One-way Content delivery age as of now, to fully interactive Customer experience re-defining would be the Paradigm-shift of mind-set and that by itself is the biggest challenge for the next-generation Service-providers such as IPTV; the major players who are currently dominating the national market face the definite threat of global operators arriving in metro-zone as the booty has been acknowledged, for the large-size investments. My recent dialogues with European and American entities look promising, for entry into center-stage via national collaboration.
Q: Is television viewership the same in terms of numbers as it was when the cable boom happened or has there been a decline?
A: TV ratings Points and its rationale of measurement accuracy to indicate Viewership have always been matter of debate but lately this factor was blown out of proportion with certain publicized slug-fest which led to many Media mentions of questionable acts, which have muddied the media-planning horizon. During and after the Cable boom period, the professionally created Content was king as today we notice the emergence of User-generated content over Social media Mobile-platforms as focal-point; which is not so much by substitution but by significant market expansion, as the driver.
Q: Which areas of tv viewership are the strongest at the moment? Does live tv have an edge over news, movies and serials?
A: Since I also run White label Mobile Video service in MENA region with prominent Telecom service providers; the priorities of customer in Snacking utilization appears to be significantly different, even for the same 3-screen viewers while they use their devices for special purpose. If one analyses these Viewer logging patterns from Mobile browsing data, then we note very high affinity for Social network & Community blog; much higher than News or other favorite category of TV-content, which may get their eye-balls during usual TV screen or Internet Email with the PC screen habits! This split-run kind of screen utilization logic is still not fully emerged & it appears that multiple screens imply different viewing norms as research on these frankly still dwell at infant terms!
Q: Which verticals or sectors do you see as the most promising in terms of growth for the next decade?
A: As new Carrier technology emerge in service horizon, new products, new players and new ideas duly arrive to support new Biz-models; it may be true to identify one such momentous change in advent of the 4G/BWA/LTE in India, as one likely in 2013. I strongly feel another wave would take us surging ahead when Apps of different class and category would rule our lives; due to factor of trade efficiency enhancement, in providing conveniences to subscribers would become paramount aspect of market acceptance. Customers can easily identify what are real benefit for them to lap-up in mall-full of make-believe or me-too apps or services as many such offerings crowd the market. Key facilities of Video-call or multi-corners conference may open-up all interactive top-layers of the M-education, M-health and M-security capability soon. Integration of card payment gateway would allow major M-fund, M-card, M-shopping or M-banking as front-end of Pay-load; while other scope that customers have liked in trials include makes Media of future in your finger-tips!
Q: What are your views on the vast hold that digital and internet space is gaining in the field of entertainment and media?
A: Logically extrapolating from my past answer of Q6, its my strong belief that live engagement through Social group involvement is the most well-curved niche in future of media consumption and that is most likely to Influence Digital internet space, while the dependence on Video component is the key-gainer. While the avalanche of such are going to shape the market, its my opinion that if my ability is marginal in comparison; then its surely my view is survival through strategic tie-up with the high and mighty in domain and ride on their Band-wagon to move-ahead on Value-chain.
Q: What lessons have you learnt in managing growth especially during the financial slowdown?
A: Arguably, nobody has lost so heavily like me in the Gulf melt-down as my FDI funding-party just sank-down, under local factors with total discontinuity after about initial 100Crores were put in market and we were in the midst of 22city Service-launch of IPTV with both MTNL & BSNL; my biggest lesson is to reduce dependency with single source of funds in any project and arrive in the market with Portfolio of Products and Services to effectively de-risk the business through multiple sustainable sources of Revenue, to help our venture in the trouble times of gestation or future polarization!
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