In a move to disrupt the television industry, Streambox Media unveiled "Dor," a subscription-based service that combines over 24 streaming apps into one seamless TV experience.
Co-founded by Anuj Gandhi and supported by Rahul Sharma, Co-Founder of Micromax Informatics, and entrepreneur Nikhil Kamath, ‘Dor’ is a single subscription service that comes with a television set, starting from Rs 10,000 and a subscription charge of Rs 799 per month which gives access to all the content across over 24 applications.
In a candid conversation with e4m, Streambox Media Founder and CEO Anuj Gandhi spoke about this innovative concept of transforming the traditional TV experience by focusing on convenience and a content-first approach.
“As a first-of-its-kind TV-as-a-service model in India, Dor positions itself as a future-ready innovation, offering unmatched value to an addressable market with immense growth potential. We strongly believe that Dor has the potential to become a must-have for consumers in times to come, and that's why we offer a 4-year warranty along with security and software upgrades. We are here to make a real difference,” he said.
Gandhi shared his inspiration behind the idea, explaining that while people purchase televisions from major brands, these brands often fail to engage with users beyond the basic connection of Wi-Fi.
"I felt that in today’s world when the screen owns you—whether Android or Apple—why can’t the TV be as smart as the phones we carry?" he said. He highlighted how screens can often listen to conversations, like when Instagram serves ads based on something a person has mentioned.
Gandhi explained that the concept aims to make TVs smarter, offering a better user experience by integrating personalised features and easy access to content.
He went on to discuss the challenges consumers face when it comes to accessing content.
“Sometimes a simple request from my daughter for a specific show turns into a challenge when navigating through multiple apps and subscriptions. People have forgotten how to make it easier for the customer to benefit," he said, emphasizing the need for a more user-friendly solution.
When asked about his marketing strategy and budget, Gandhi explained that selling the concept of "TV as a service" was their biggest challenge.
He noted that their initial focus is on digital and social media marketing, particularly influencer marketing, to build trust and establish the product.
Gandhi emphasized that the concept may take time to gain traction, especially with older generations who are accustomed to traditional ways of buying and owning a TV.
"We want to make sure that the product works first, get influencer marketing going, and then move into other marketing channels," he said.
As for the inclusion of over 24 apps with subscriptions bundled into their service, Gandhi mentioned that while bringing the apps on board was not difficult, the real challenge lay in the tech integration and back-office work required to ensure a seamless user experience.
"The biggest heavy lifting was in the tech integration, not in getting support from the content providers," he said, highlighting the complexities of syncing apps and subscriptions through a unified platform.
Gandhi also addressed the potential for scaling the service and forming partnerships with other content providers. "The whole concept of a digital platform is to do partnerships," he explained, pointing to possible opportunities with various sectors, from telecom companies to food delivery services like Zomato.
Optimistic about the future, Gandhi noted that his platform's flexibility could allow for a wide range of digital collaborations.
In terms of sports content, Gandhi assured that viewers would have access to major sports events, including the IPL, through partnerships with popular sports apps like Fancode, Hotstar, Jio Cinema, and Sony.
"There is nothing you will miss. Everything is there," he said, reinforcing the idea that his service covers a comprehensive range of content for viewers.
Gandhi also explained the business model behind these app deals. He noted that while the B2C (business-to-consumer) revenue from subscriptions is important, the B2B (business-to-business) side—where partnerships with content providers and other companies drive growth—plays a significant role.
"When apps do deals, the B2B side is bigger. If we do well, they will do well too," Gandhi said, reflecting the mutually beneficial nature of these partnerships.
When asked about potential competition, Gandhi expressed a positive outlook, welcoming more players into the "TV as a service" category.
"More the competition, the better it is. It will only benefit us as we are starting a new category," he said. He also clarified that the shift from traditional pay TV was already underway, and while it may not have an immediate impact on cable services, the trend towards connected TVs was inevitable.
Regarding the addition of Netflix to the platform, Gandhi confirmed that they were in discussions and expected to onboard the streaming giant within the next 60-90 days.
While acknowledging that Netflix's absence could be a concern for some, he stated that the company was committed to providing a comprehensive offering even without Netflix initially.
"We recognize that people want Netflix. They will take their own time. They have their own processes. We decided to launch with 43 apps and add more as we go along," Gandhi said.
Speaking about the subscription model, Gandhi clarified that there is a 12-month lock-in period for subscriptions, allowing customers to try the service and decide whether to continue after the initial period.
"Only 12 months is the lock-in," he confirmed, ensuring flexibility for customers who might want to reconsider their subscription.
Streambox Media's innovative approach to making TVs smarter, more connected, and user-centric is paving the way for a new era in the television industry, with a focus on convenience, personalized content, and seamless integration with a wide range of services.
‘Dor’ is a single Sign-On, single Subscription, and a unified interface for 24+ Apps and 300+ Channels. Its partners include premium OTTs like Prime Video, Jio Cinema, Disney Hotstar along with Zee 5, Sony Liv, Youtube, Discovery+, Sun Nxt, Aha, Hoichoi, Lionsgate Play, Manorama MAX, Travel XP, Shemaroo, Fancode, Nammaflix, Dangal Play, Dollywood Play, Hungama, Stage, VR OTT, Distro TV, Chaupal, Playflix, ETV Win, Raj TV and more.
The 43-inch ‘Dor’ subscription TV will be available through Flipkart starting 1st December 2024, priced at Rs 799 per month and with an upfront activation fee of Rs 10,799 (which includes one month’s subscription fee). The 55-inch and 65-inch variants are slated for launch in early 2025, expanding the offering for Indian consumers.
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