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Sandeep Krishnamurthy, a digital media executive with Zee TV, sees the future of his industry when he watches his 6-year-old son bypass traditional television networks at home. “He manages to get to the exact show he wants on Netflix using his Wii,” Krishnamurthy said April 5, 2012, at Thunderbird School of Global Management. The trend, called OTT (over-the-top) distribution, allows viewers of all ages to access live television and other content through Internet-enabled devices such as smartphones and laptops. Zee TV, India’s largest media conglomerate, has embraced the technology with its recent launch of Ditto TV, India’s first and only OTT distribution platform. Krishnamurthy heads OTT strategy and distribution at Asia TV USA, the American holding company for Zee TV. “I think it means a sea change for traditional networks,” Krishnamurthy said. “The way they create content for the viewer is likely going to shift over time.” Advertisers also will have to rethink their strategies. Krishnamurthy discusses the trend in this Thunderbird Knowledge Network video (2:23)
Posted: 04|5|12 at 6:43 pm.
Filed under: Global Strategy.
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Sandeep Krishnamurthy, a digital media executive with Zee TV, sees the future of his industry when he watches his 6-year-old son bypass traditional television networks at home. “He manages to get to the exact show he wants on Netflix using his Wii,” Krishnamurthy said April 5, 2012, at Thunderbird School of Global Management. The trend, called OTT (over-the-top) distribution, allows viewers of all ages to access live television and other content through Internet-enabled devices such as smartphones and laptops. Zee TV, India’s largest media conglomerate, has embraced the technology with its recent launch of Ditto TV, India’s first and only OTT distribution platform. Krishnamurthy heads OTT strategy and distribution at Asia TV USA, the American holding company for Zee TV. “I think it means a sea change for traditional networks,” Krishnamurthy said. “The way they create content for the viewer is likely going to shift over time.” Advertisers also will have to rethink their strategies. Krishnamurthy discusses the trend in this Thunderbird Knowledge Network video (2:23)
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The way they create content for the viewer is likely going to shift over time.” Advertisers also will have to rethink their strategies
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