Niche Content Channels Find A New Broadcasting Haven In OTT
Platforms
Mumbai: Care World TV, the largest healthcare satellite channel in
Asia is now also one of the first to become available through a host of internet
television broadcasting platforms. By embracing over-the-top content (OTT)
which today is redefining the way audiences watch TV, Care World TV has put its
viewers in the driving seat and has offered them to break away from the
shackles of obligatory TV watching. As a niche content channel, Care World TV
has found a new haven in broadcasting via the several OTT platforms presently available.
This has led to viewers finding their favorite Care World content from
wherever and whenever, rather than the channel scouting for its target
audiences.
“Taking cue from our success in the
United States where a majority of Care World TV USA audience accesses their favorite shows via the OTT platforms, we in India too have made the channel
available through a host of these platforms. Apple TV, Roku and Yupp TV are
some of the popular online content broadcasting platforms which are gradually
making their way into Indian households. Television as a concept has radically
changed in the last one decade and a growing set of niche audience’s interest
is shaping the future of network programming,” says Mr. Ajit Gupta, Managing
Director, Care World TV.
A recent survey suggests that YouTube,
Netflix, and Facebook which did not exist a decade ago are the most accessed today
for watching videos. 67 per cent of 18 to 49 year-olds admitted that watching a
video today is very different from just a year ago.
“YouTube created a paradigm shift
in the way content is delivered and watched. Today, it is the biggest platform
for niche content providers and is most preferred by audiences because unlike
TV it does not oblige viewers to watch what is being broadcasted but instead
offers an option to watch what they choose. This has led to many small
production houses mushrooming rapidly which create niche content and are
successfully finding their own space. Daily Motion is another such audio-video
streaming channel that lures niche content producers and Care World is available
on this channel too,” adds Mr. Gupta.
Today, Care World TV is available
via all of the major OTT platforms including its mobile app – Body Care. It has
over three lakh subscribers on YouTube and is increasingly being viewed on
Daily Motion. Its mobile app also has live streaming and is an interactive
platform for patients to directly consult with medical practitioners.
“Niche content channels had to
struggle to find space in the conventional mass channels that are available
through cable and DTH. But the introduction and wide acceptance of OTT has
changed this equation. Care World TV as a niche content channel that has been
running shows dedicated to healthcare and wellness for the last nine years is
today rediscovering an audience set that is approaching it because of their
interest in it, as against it approaching audiences. We are affirmative that
our viewers will appreciate our initiatives on making the channel accessible to
them anywhere, anytime and such is the power of OTT,” concludes Mr. Gupta.
About Care World TV: CARE WORLD TV, Asia's
only Satellite healthcare TV Channel, emerged as the need of the hour by
fulfilling a vacant niche, has successfully completed nine years of
disseminating health related information to the masses thus bridging the gap
between the functionary and the beneficiary. Keeping in tune with the boom in
the healthcare Industry with constant changes, in trends, development,
research, the channel has introduced various innovative shows with exclusive
content. The content is produced in its Mumbai involving experts from the
industry has generated viewers in India, Bangkok, Pakistan, Nepal and many more
Asian countries. Care World is available on all major Cable Networks across the
country and also can be accessed on Videocon DTH.
