LS0848: The beginning of the video-on-demand (VOD)


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Question: The beginning of the video-on-demand (VOD)
revolution in India started with Star TVs Hot star, way back in 2015. It coincided with the time when India witnessed a huge rise in the number of smart-phone users. In a country which was used to a one-TV household tradition,
smartphones acted as additional screens for consumers to source entertainment from. In January 2016, Netflix, an international platform that offers a library of TV series, Bollywood flicks etc. made waves in India with its launch. It led to a series of debates on what is already on the Indian consumer’s palate on TV- family dramas, saas-bahu serials, cheesy love stories. The real debate was on whether Netflix India’s launch will mark the end of TV. Will the audience progress from the melodramatic saas-bahu sagas to Netflix for its sharp,
realistic international content. Netflix opened the doors for alternate entertainment platforms. In the months that followed, mainstream Indian TV channels launched their own VOD platforms – Voot, Arre etc. And then came the giant Amazon with its Prime Videos spanning across International TV shows,
films and new Bollywood releases. The most recent entry has been Balaji Telefilms VOD platform ALTBalaji. With the internet content users, a number of smartphone users on the rise, the consumption of online video content has also been on the rise, quite naturally.

a. Conduct a SWOT Analysis of Netflix in India

b. Keeping in view the issues, challenges and competition, evaluate and discuss the strategic and tactical components of Netflix’s market planning and make suggestions

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