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dittoTV's new avatar: Woos masses with Rs 20 pricing across devices

Zee Digital Convergence has unveiled the new avatar of dittoTV, its live TV platform that allows viewers to watch television shows at the time of broadcast. Positioned as ‘DeshKaTV’, dittoTV aims to make live television available to every Indian via any device – phones, tablet or PC, at Rs 20 per month.

The app in its new avatar allows users to access 100+ Hindi, English and regional-language channels, encompassing general entertainment, sports, movies, news and lifestyle. It is designed to deliver an affordable and effortless viewing experience and flexible viewing options.

To ensure that live television is within the reach of every Indian, dittoTV has joined forces with Idea Cellular to offer its users of 3G and 4G Internet packs a free monthly subscription with every recharge. It provides its customers the ease of streaming their favourite TV channels live on their smartphones. Under a promotional offer, all Idea customers in Idea 3G and 4G provider circles will be able to subscribe to dittoTV free of cost, along with select monthly data packs, until July 31, 2016.

Meanwhile, gearing up for its marketing and promotion activities, dittoTV has brought on board Infectious to handle its creative duties. FoxyMoron has been assigned the digital mandate. 

Speaking at the launch, Punit Goenka, MD & CEO, Zee Entertainment Enterprises, said, “The digital entertainment space in India is at the cusp of a strong phase of growth. With the new avatar of dittoTV, we aim to change the media landscape to suit the evolving media consumption preferences of consumers. It will allow consumers to control where they watch television in a way that has not been possible before. We are proud to present a platform that will help scale up this transformation by making it affordable for people across a wide economic spectrum.”

dittoTV is available on Android, Windows and iOS platforms, making annual contracts, satellite dishes and set-top boxes obsolete. The subscription charges for three months, six months and one year are Rs 50, Rs 90 and Rs 170, respectively.

In keeping with its brand promise of being the nation’s television, dittoTV has partnered with Siti Cable and ITZ Cash to supply easy-to-use recharge cards at retail channels. The app’s adaptive technology will adjust to a range of Internet speeds in order to deliver a seamless viewing experience, making it the first TV entertainment app that is customized for both urban and rural markets.

Archana Anand, Business Head, dittoTV, said, “With the new avatar of dittoTV, we expect to change the way India watches TV forever. At the incredible price of Rs 20, we see dittoTV becoming a necessity and everyone’s default app on their mobile phones, allowing them to access TV just about anytime and anywhere. We see it serving as your first and only screen, as your second screen or just your TV on the go. Keeping the Indian landscape in the mind, dittoTV is also available in Hindi and will soon be available in all regional languages.”

Sashi Shankar, Chief Marketing Officer, Idea Cellular, added here, “With the rapid rollout of our 4G services and increased penetration of smartphones in the country, we are providing our customers an array of rich digital services to meet their demand for engaging apps and content. TV being synonymous with entertainment for the Indian masses, we are excited to partner with dittoTV to enable consumers to carry their entertainment wherever they go.”

Except Sun TV and the Star bouquet, dittoTV offers access to over 100+ live channels, including the entire Zee network, Colors, Sony, &TV, Zoom, Aaj Tak, BBC, Times Now, MTV, and Ten Sports.

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