Mumbai: JioStar, a joint venture between the Walt Disney Company and Mukesh Ambani's Reliance Industries Ltd, has set high standards for its video streaming business. Today, February 14, it plans to combine JioCinema and Disney+ Hotstar into a single OTT platform called JioHotstar.
The startup hopes to upend traditional subscription models with the combined platform. To increase reach and give consumers a chance to try a variety of programs, it will provide free watching of any content—aside from Hollywood movies—for a set amount of hours each month."The goal is to give every customer a comprehensive taste of our content," stated Kiran Mani, JioStar's chief executive officer for digital. "Everyone is welcome to visit JioHotstar and view their favorite content without having to have a subscription. Whether it's a popular TV show or a cricket event, we want consumers to have the whole experience.
When a current Disney+ Hotstar paying customer opens the new app, nothing changes, according to Kevin Vaz, CEO of entertainment at JioStar. However, JioCinema customers will automatically have their subscription upgraded to the premium service.
Vaz stated, "Our prices are still the same—for instance, ₹149 for a quarter's worth of mobile subscriptions and ₹499 for the ad-free experience." "This consistency is essential because it guarantees that devoted users won't experience any interruptions."
According to Mani, the merger involves more than just merging two content portfolios. "Rather, it's about combining various technologies—analog, network digital, and the app ecosystem—into a single micro app that works on any device, be it a 200-inch display or a two-inch smartphone screen," he stated.
"It's about making meaningful moments." Our goal is for the app to be so user-friendly that it seems like it was created just for you.
Reaching one billion screens is the company's goal. "We're confident that we can activate a billion screens and give every consumer a taste of our world-class content with our combined content and technology," Mani stated.
Significant investments in regional and family-oriented content are also part of the agenda. "We are not only concentrating on big-budget films. From large original productions to TV series that have aired for hundreds of episodes, we are dedicated to providing a diverse selection of entertainment. According to Vaz, the goal is to make sure that there is something for every audience segment, regardless of where they are in the nation.
In addition to making large expenditures in original programming, the business intends to quadruple the amount of South Indian content available on the platform, from 500 hours to 1100 hours. "This change will enhance our content library and provide more in-depth, captivating stories that appeal to local audiences," Vaz stated.
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