Media-tech firm Streambox Media — founded by Anuj Gandhi and backed by Micromax Informatics, along with Nikhil Kamath and Stride Ventures — has unveiled Dor, a subscription-based smart television service that combines premium hardware with content from multiple OTT platforms.
The “product-as-a-service” offering, as the company describes it, includes hardware in the form of a television screen which runs on its operating system, and an AI-enabled content platform that has content from nearly 24 OTT apps, and multiple linear channels. The content across apps can be accessed through a single login, under one single monthly subscription.
The bundled service is similar to smartphone-telecom service provider bundling which is prevalent in markets other than India. The hardware is available for a discounted rate as part of a subscription contract for a fixed tenure. In this case, the TV screen will get locked if the monthly subscription to the service is not paid.
Micromax is the majority shareholder in the venture, though the investment figures and exact shareholding have not been disclosed.
OTT services available through Dor include Prime Video, Jio Cinema, Disney Hotstar along with Zee 5, Sony Liv, Youtube, Discovery+, Sun Nxt, Aha, Hoichoi, Lionsgate Play, and others. Netflix however, is not part of the suite yet.
“We are actively engaged in discussions (with Netflix) and should have it (on the platform) in 60 to 90 days,” Gandhi said.
The monthly subscription to access content on the platform is Rs 799 which comes with a lock-in period of one year. After the lock-in period, customers will have the choice to pick plans with only the content apps they use. The television set/screen is available in 3 sizes as of now with a starting price of Rs 9,999 which Streambox has termed “activation fee”.
“The Indian connected TV ecosystem is rapidly evolving, with the number of connected TV households expected to grow from 50 million to 100 million within the next five years. However, fragmented services and high upfront costs continue to deter a large segment of potential users,” Gandhi said explaining the rationale behind the bundled TV service.
The bundled TV service will be available from December 1 on Flipkart and will be available on more online and offline platforms in the coming months.
The operating system — Dor TV OS has been designed and developed in India and the platform will in the future support activities like gaming and TV commerce as part of its services. The company has its research and development centre in Bengaluru with engineering teams sitting in Pune and Ahmedabad as well.
“The home entertainment landscape is witnessing a tectonic shift with the rise of subscription and leasing models. Younger audiences, Gen Y and Zoomers, prefer renting over owning, prioritizing flexibility and value,” Rahul Sharma, co-founder, of Micromax Informatics said.