There is news that ETV Group is planning to launch its second OTT platform to compete with Netflix and Amazon Prime on a nationwide scale. However, its first venture, ETV Win, hasn't gained much traction.
Despite this, they are investing Rs 500 Cr into their second OTT venture, according to sources.
If this is true, it's time to discuss the weaknesses and threats of the ETV group rather than focusing solely on their strengths and opportunities.
The OTT market is becoming increasingly competitive, with many existing platforms struggling to survive.
ETV has not capitalized on its strength in content generation in tune with the competition, which is widely accepted.
Several OTT platforms in India are struggling to compete with Netflix and Amazon Prime.
Jio has recently entered the market, and Disney has merged with it. Aha, a regional OTT platform, is working hard to retain and attract subscribers.
Reports indicate that many OTT platforms are operating at a loss. Although ETV has its own studio and resources, the cost of content creation has risen.
Critics argue that the Rs 500 Cr investment may not be sufficient to compete effectively in the market. This amount would be evaporated on buying the rights to two or three star-studded pan-India films.
ETV Entertainment channel has dropped to third position, and its serials and interviews may not be suitable for OTT.
It remains to be seen what strategy ETV adopts to emerge stronger in the OTT market and dispel these concerns.