OZEE, a digital platform launched by Zee Digital Convergence Limited, digital arm of Zee Entertainment Enterprises Limited. It has been launched in the first week of March, 2016 in direct competition with digital platforms of Star India (Hotstar), Sony Pictures Network (Sony Liv) and yet to be launched Viacom 18 (VOOT). The most interesting point to be noted is that the media conglomerate launched its three properties in between February and March of each year namely Ditto TV on February 2012, &TV on March 2, 2015 and OZEE on March 2016. In this post I will discuss about ozee, its launch and its feature rich platform it offers to its viewers.
Name and Logo
The name OZEE is derived by adding a prefix ‘O’ to ZEE where ‘O’ means a universe of entertainment of ZEE. This universe that OZEE has created consists of shows from ZEE TV and its regional language channels (ZEE Kannada, ZEE Bangla, ZEE Telegu, etc…) flagship under the ‘&’ bouquet &TV, music videos (Zee Music, ETC, etc…) and movies from all languages being telecasted on ZEE’s sister channels.
A platform made for all but majorly targets the today’s youth (18-24 years) age group who believe in enjoying entertainment at a lightning speed. OZEE has promised its viewers to upload the content within few minutes of its first telecast on TV.
OZEE directly competes with the likes of hotstar, SonyLiv and the upcoming VOOT. It is quite interesting to note that ZEE has entered the free VOD (Video on Demand) space quite late. Hotstar was launched in February 2015 (a massive success for them thanks to the digital broadcast of ICC World Cup and IPL in 2015) and SonyLiv in January 2013.
We know ZEE as a trendsetter always (flagship ZEE TV was the first private Television in India, ZEE News, a 24-hour first private news channel, Ditto TV (Netflix of India) a successful paid OTT player, etc…) has taken its time to create a wonderful platform like OZEE for its loyal viewers.
This question arises in any analyst’s mind as ZEE Digital has Ditto TV platform which broadcasts live TV, shows and movies from major broadcasters (SPN, Viacom 18, India Today, Times News Network, etc… and of course ZEE sister channels too). The second point is ZEE sister channels shows its shows using the ditto player (not live TV) on the channels official website for its viewers.
Some cited reasons
- Unification of all shows from its sister channels thereby increasing visibility of the viewers of the shows of their choice. Let me give an example. If a viewer watches Kumkum Bhagya on ZEE TV’s website (zeetv.com) his/her visibility of shows would be limited to ZEE TV’s shows only. But on a platform like OZEE he/she would be able to explore new shows like &TV’s Gangaa or ZEE Kannada’s Weekend with Ramesh. This is a win-win situation for both viewers and the broadcaster.
- Due to a unified platform, advertisers find a one-stop destination for advertising on all ZEE TV and its sister channels’ offering.
- Motivated by the quick success of hotstar and SonyLiv which have brought all shows of their network on one platform. Hotstar went one step ahead by providing live and exclusive sports to its viewers.
- Ditto TV being a paid OTT player, it cannot compete with the likes of hotstar and SonyLiv which provide most of its content free thanks to its advertisement based revenue platform. Secondly Ditto TV is a host to many different channels from various reputed broadcasters in the industry, viewers don’t get the taste of uniqueness they would get using OZEE platform.
Features of OZEE
Any platform’s success depends on its features. Most platforms fail as they don’t learn from the existing platforms (not only digital but any media platform).
Like most platforms OZEE is available on iOS and Android mobile platforms which stream well at the slowest network (2G) without eating much bandwidth on the network. Now you may think what’s new then.
They have added two features namely “follow your show” a feature which allows the consumer to select his favorite show and he/she would be notified once there is any update on the particular show. The second feature is music videos mainly from ZEE music but it also tells it would provide differential music videos which are widely consumed by viewers of all age groups. We may see an exclusive digital music show on OZEE in the future as ZEE is known for its innovation
In my opinion OZEE stands a bit behind compare to hotstar and SonyLiv. Firstly being late on the platform (but it’s never late). Secondly any media analyst may say that sports accounts to less than 3% of the viewership in the country but still it is the major viewership drawer for any broadcaster. While Star has acquired digital rights for broadcasting cricket (ICC World Cup, IPL) and Sony has digital rights for broadcasting football (FIFA World Cup); ZEE stands a bit behind in this. Star has hotstar and starsports to serve their purpose for sports whereas Sony has LivSports to broadcast sports on their network; I sincerely feel that ZEE must enter into digital sports broadcasting thereby entrancing growth of their platform and giving them an edge to its rivals.
I wish ZEE group the very best for the launch of its platform. I am pretty sure that it will achieve success like its counterparts in the digital space being an innovation driver. Best of Luck
Please don’t forget to subscribe to my newsletter if you liked this post (I won’t trouble you much). Download my new eBook titled “25 Years of privatization in Indian Television Industry” by clicking on the link in my blog. It speaks about the entry of transnational and domestic players in the broadcasting space ending the monopoly of the government-run DoorDarshan since 1991.
Share on Facebook, Twitter and Google Plus (It takes less than two minutes to do so). Share your views in the comments window below.