Notes: DELIVERING JAM ON NET TV OF BSNL

It's Raining Technology: NetTV Is The New Buzzword In India

By NANDINI MUKHERJI

NEW DELHI

After television on cable, satellite and optic fibre, we are in TV in dear project. As the Film Interactive project is called, is expected to start streaming into homes across the country by the end of the year. To begin with, Delhi and nearby towns like Gurgaon, Noida, Ghaziabad and Faridabad would get the service.

Over the next five years, it's likely to reach 30 cities in India. The company has finalized the deal with its fibre-form provider BSNL. Sanchar Nigam Ltd (BSNL) is on a revenue-sharing basis 7:1 per cent for Atlas Interactive, the company whose NetTV venture is to be finalised. A BSNL official told The Financial Express (FE) it is likely to be an add-on to the subscriber base of NetTV. Atlas Chang a 300 million interactive media, spells to FE in detail about the project, which it claimed was the first of its kind in India.

CONVERGENCE

What Is It?

By using IP technology, NetTV will offer broadband/Internet, television/movies and other services like movies on demand, video-conferencing facility. What you need is only a TV and a set-top-box for connection and of course a big stop box for broadband and full Internet services. Those with a PC can do so much more for example, home browsing, video-conferencing and very fast file transfer.

Price

On an average, a NetTV subscriber is expected to pay approx Rs 1,200 per month. In addition, there will be an on-time payment towards set-top-box. However, the tariff structure is yet to be finalized. A BSNL official told FE about the Rs 1,200/month tariff, NetTV service providers and Atlas Interactive, a financial model consultancy.

Project Cost

Around 200 million is what the NetTV project, dedicated for India, is worth. The company will together funds to this effect for the service to start within a half year. The only service provider, it will cost, is in these three to four ways. Company officials are to be believed.

Target

Any household with TV sets is a target. You can use your existing TV but the set-top-box is a must.

Dent Into Cable Market

Initially, cable TV and NetTV are likely to co-exist in India. But, over a period of time, NetTV may make a dent in the cable TV market. Right now, there are 44 million cable TV homes in India, and NetTV is targeting approx 4 million cable and landline homes. Cable operations will cease in three ways for the NetTV project.

The straight answer would be "there's no synergy between the two". The cable networks cannot assist NetTV at the time of deployment though, official channel. But what looks unrealistic, doesn't look unlikely.

USP

One platform, so many services. So, one can just go to one service provider for all of many features.

Nevertheless, in being this, that cable TV and NetTV would perhaps co-exist, on an hourly initially.

Focus

Even as multiple services are understood to be the USP of NetTV, it would mainly focus on TV commerce, video on demand, streaming movies and concerts, besides network service.

GUIDELINES

New Revenue Stream

Revenue-sharing arrangements will be worked out between Atlas Interactive and TV channels, radio, movies and music producers. Since this is a new revenue stream for content providers, they may just be upbeat about the concept.

At least, the top brasses of Atlas Interactive would like to believe that. Anyway, the concept would evolve along the way.

Content - Tassapa

NetTV is broadcasting TV, the plan is to have a bouquet of about 40 channels, which will be a mix of free-to-air and pay. Public broadcaster Doordarshan has already agreed to be on the NetTV platform, and pay channels are in tal¹ks, ²said.

Technology

BSNL is in the process of enhancing its existing copper network. Upgrading copper for running in the priority area.

Since NetTV is not "spread-casting" (cable), the service would not be spread by the means of a satellite/transponder. It promises NetTV's all about streaming-casting. Six broadband guidelines will apply.

New In India, Not Worldwide

NetTV is the first offering of its kind from home grown-talent. Many such projects have been tried in different parts of the world, around the world. Mature markets know what NetTV means, though it's new to India. But, in terms of complexity, the generation is still low in terms of market. But in India, it's freeing the opportunities. Cable TV penetration in India is much less as compared to mature countries. India's scope for NetTV, therefore is big. Also, movie-on-demand is a popular needs to be filled up in the India market.

Competition

NetTV will be a combination of all that is offered by cable TV, DTH and broadband. It would have a fierce market advantage.

Marketing And Advertising

Direct marketing by BSNL is being explored. Atlas Interactive has been done a survey to assess the inclination of the targeted market. After prepping advertisements on to the NetTV platform, official want to talk about at least 15 popular names like Samsung, LG, Sony who are into.

B2C to B2B

The service would start with the home user. But, money-making sights of the company's corporate offices customers, BSE, officials and even SEBI (official of expertise are expected to all for the new offering).

About The Company

Atlas Group of companies is worth 300 million, and it provides video, voice, data, Internet and interactive content to customers in over 70 countries.

Not reply to my email.

Abre file

BSNL

This development must be watched (monitored).
Rs. 1200 cr looks a huge investment
Business Model

Atlas Interactive Content Provider } WIN-WIN

BSNL Delivery Channel }

Revenue Model Revenue-share
BSNL, thru its 44 million landlines, has an all-India footprint.
Technology Broadband over Copper Wires ?
Once we succeed in roping-in BSNL for JAM for delivery to its 5 million cell-phone users, we can, then, sell them the idea that JAM can also be delivered to their 44 million landline subscribers! That would place them ahead of our other (likely) partners eg. BPL/TATA/Bharti etc. - far far ahead!
We should let BSNL "sell" this idea (JAM) to Atlas Interactive India! Now, it would

(Portion of clipping next to handwritten notes)

between Tata and BPL

cultivation across these two

chunks would be considered

to STD calls, IT.

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Atlas Interactive Plans NetTV with BSNL

New Delhi: A subsidiary of the 300-million Atlas Group, Atlas Interactive India has entered into a pact with BSNL to deliver NetTV and for a Rs 1,200 crore project. The venture is primarily geared towards delivering video, music, broadband, remote administration, Web, and intranet access at homes to customers, said. The NetTV service is likely to roll out first in Delhi, Faridabad, Ghaziabad and Noida over the next six months, said an Atlas official.

I presume all this content will be delivered over BSNL landlines.

11-06-04

appear as if, BSNL

brings in content (JAM) to the JV

also acts as a "Delivery channel".

If BSNL has already "experienced" the benefit (revenue) of JAM, they would push this content to the JV.

And since the proposition is

Broadband
21" TV (Display Device)
Set Top Box (I presume this is must)
Interactivity (on demand delivery - keyboard/mouse PUSH & PULL both)

There is no need to confine our job-alert as a 150 character SMS!

We will deliver FULL job-advt as an email on a 21" TV Screen - including graphics. There would be no limitation.

And I suppose, a person can click "Apply Online" by pushing a button on his remote.

The prior registering & submission of resume / job preferences on WWJ Will remain the same. NO change there.

Except,

Since is already connected to web/internet (thru broadband), 44 million landline phone owners, do NOT need a PC to log into WWJ.

So, remains the same device thru which one

submits resume on WWJ

receives job-alerts from WWJ.

And the set-top-box will keep the count of

Job-Alerts delivered

"Apply Online" clicks (resumes delivered)

Even the feedback email (Corporate HR manager WWJ owner) will also get delivered on .

And I suppose a owner can "program/schedule" all of these activities to take place at a time of his choice (set-top box would certainly have enough memory storage).

I suppose, there will be no, externally imposed restriction that only 5 or 10 job-alerts only, will get delivered - as the case would be with mobile service providers.

I suppose, each individual subscriber (of ) may be able to decide/select the number of job-alerts that he wishes to receive daily.

You may ask,

if behaves quite like a PC and connects to WWJ (login), then why not permit the job-seeker, to conduct old-fashioned, online "job-search" and view the shortlisted resumes and then click the remote, to apply online?

I agree that, in as much as the imitates a PC/internet connection, the main advantage of JAM, Viz:

MOBILITY

is gone! lost!

But we can still capitalize on the other advantage of "Aggregatron".

It is entirely possible that owners, could, one-by-one, log into

Monster Jobstreet

Naukri Jobs DB

JobsAhead Timesjobs. etc.

& conduct "job-searches" & click "Apply Online"

So, having replaced a PC with , they are not saving any TIME, if they still continue to conduct numerous job-searches, on numerous job-sites day-after-day! - apart from the fact that they will also need to post their resumes on each of these job-sites!

They may save some money (if they use a Home-based as compared to visiting a Cybercafe). I presume concept is based on using your EXISTING TV & Connecting it with set-top box, provided by BSNL/Atlas Interactive.

It is possible that nearly all 44 million landline subscribers of BSNL, already own some TV box - which they will be unwilling to throw out!

Reliance Infocomm is working on the same concept of delivering all sorts of "Interactive content" over a TV. But they will use their own fibre Optic network to carry their broadband - They too would sell/lease/rent a set-top box. Maybe quality of broadband delivered over optic fibre cable may be superior to Copper cables of BSNL.

But BSNL's advantage is that it has been serving/servicing these 44 million landline subscribers, all over India, for

more than 50 years! They already have an established infrastructure, whereas Reliance has to build it from the scratch.

If we succeed in

Dec 04 first supplying JAM to BPL/Tata/Bharti etc.

June 05 next " " to BSNL

Dec 05 next " " to Atlas/BSNL JV

then, I suppose Reliance would have to fall in line & come to us! - both for their cellular network & their interactive TV network.

We have to make these things happen!

14/08/04

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