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After signing an MoU with the Indian pubcaster Prasar Bharati to jointly produce, market and distribute shows, Russian pay TV programmer Digital Television Russia (DTR) is now looking to enter the Indian market.
The company plans to launch a kids channel first, followed by a factual entertainment channel and a movie channel, depending on market response.
DTR, which is jointly owned by All-Russia State Television and Radio Broadcasting Company (VGTRK) and Rostelecom OJSC, will soon apply for broadcasting licences, DTR chairman of the board and Russia Television and Radio deputy CEO and chief development officer Dmitry Mednikov told TelevisionPost.com.
Talking about the plans, which are in a nascent stage right now, Mednikov said, “We are one of the biggest libraries of kids and preschool content.
We have already started dubbing content in English and Hindi, and would be looking at launching a kids channel first in India. We will soon initiate the licence process.”
He added that the second channel is going to be a factual channel. “It is going to be a mix of multiple productions—Indian, international, and our own.
The third stage is a Russian movie channel. But we will see whether and how it is interesting for the India viewer as traditional moviemaking in Russia and India is quite different.”
When asked when the company would be ready to launch the channels in India, Mednikov said that the kids channel should be ready for launch next year. “I think the kids channel will come up next year.
We will see how the kids channel is growing,” he added. DTR puts a lot of emphasis on research and different research technologies.
“We create hundreds of pages of research every month to concentrate on the market, what they want, how we can provide better content. If everything goes as per the plan, we should start one channel every year.”
Business model Though subscription revenues cover 80 per cent of pay channel revenues in Russia, only 20 per cent come from advertising.
When asked if the channels would be subscription-driven or ad-supported, DTR deputy CEO, GM of international networks Ayuna Badmaeva said that these would be pay channels but with accessible pricing.
“We are comfortable with 80 per cent from advertising and 20 per cent from subscription as we are bringing premium content at accessible pricing,” she added.
“We are looking to build strong partnerships in production, distribution, as well as ad sales.”
“For us, it is important that any family in Russia or India should be able to afford the channel and that it should be accessible to children,” Mednikov added.
Read more at:
Digital TV Russia plans to launch 3 channels in India | TelevisionPost.com
The company plans to launch a kids channel first, followed by a factual entertainment channel and a movie channel, depending on market response.
DTR, which is jointly owned by All-Russia State Television and Radio Broadcasting Company (VGTRK) and Rostelecom OJSC, will soon apply for broadcasting licences, DTR chairman of the board and Russia Television and Radio deputy CEO and chief development officer Dmitry Mednikov told TelevisionPost.com.
Talking about the plans, which are in a nascent stage right now, Mednikov said, “We are one of the biggest libraries of kids and preschool content.
We have already started dubbing content in English and Hindi, and would be looking at launching a kids channel first in India. We will soon initiate the licence process.”
He added that the second channel is going to be a factual channel. “It is going to be a mix of multiple productions—Indian, international, and our own.
The third stage is a Russian movie channel. But we will see whether and how it is interesting for the India viewer as traditional moviemaking in Russia and India is quite different.”
When asked when the company would be ready to launch the channels in India, Mednikov said that the kids channel should be ready for launch next year. “I think the kids channel will come up next year.
We will see how the kids channel is growing,” he added. DTR puts a lot of emphasis on research and different research technologies.
“We create hundreds of pages of research every month to concentrate on the market, what they want, how we can provide better content. If everything goes as per the plan, we should start one channel every year.”
Business model Though subscription revenues cover 80 per cent of pay channel revenues in Russia, only 20 per cent come from advertising.
When asked if the channels would be subscription-driven or ad-supported, DTR deputy CEO, GM of international networks Ayuna Badmaeva said that these would be pay channels but with accessible pricing.
“We are comfortable with 80 per cent from advertising and 20 per cent from subscription as we are bringing premium content at accessible pricing,” she added.
“We are looking to build strong partnerships in production, distribution, as well as ad sales.”
“For us, it is important that any family in Russia or India should be able to afford the channel and that it should be accessible to children,” Mednikov added.
Read more at:
Digital TV Russia plans to launch 3 channels in India | TelevisionPost.com
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