With a strategy that’s more confusing than the script of an Indian soap, the home-grown streaming platform risks becoming an also-ran.
Third time’s the charm. And Zee Entertainment Enterprises expected no less when it launched online video streaming platform Zee5 over two years ago.
With two failed attempts on its report card, one of India’s largest television broadcasters preferred to err on the side of caution the third time around. Its previous experiments—the subscription-only Ditto TV (launched in 2012) and the consequent overcorrection that was the advertising-only OZee (which debuted in 2016)—failed to make a dent.
The result: all hopes were pinned on Zee5, with a revenue mix of subscription and advertising.
Over the past two years, Zee5 has made a …
Harveen is a co-founder at The Morning Context, and leads our Internet coverage, overseeing a team of reporters writing on startups and tech. She has previously worked as a media, consumer and tech reporter at The Ken and Mint. At The Morning Context, she writes on startups, venture capital, consumer and media businesses—from e-commerce to healthtech to streaming.
Editor, Internet
harveen@mailtmc.com
Mumbai