iWorld
Sky & Cisco launch OnPrime TV, offers south Asian channels too
MUMBAI: Consumers in the UK, Italy and Germany can now access popular foreign language film, television and news channels in one place via OnPrime TV, a new innovative app-based streaming service developed by Cisco in collaboration with Sky, and supported by Encompass Digital Media.
Powered by the Cisco Infinite Video Platform, OnPrime TV offers viewers access to high-quality foreign-language linear content. The service includes Sky South Asian, Sky Arabic and Sky Russian channel packs, downlinked and encoded by Encompass.
The OnPrime TV app can be downloaded via the app store on Apple TV4, or by searching for OnPrime TV on Apple TV3. All channel packs offer a 30-day free trial, and range in price from £8.99 to £17.99 a month. Cisco plans to expand the service to more devices and additional European countries during 2017.
“OnPrime TV fills the gap in the market for high-quality foreign entertainment available to non- European expatriate communities living in Europe,” said Cisco vice president – strategy and product management, SP applications and platforms Rajeev Raman.
“Sky has worked closely with Cisco for years, and we’re pleased to be partnering with them on this innovative new service,” said Sky group director – business development and strategic partnerships Emma Lloyd. “Cisco’s technological expertise and Encompass’ long-standing history of delivering reliable broadcast solutions, combined with Sky’s strong track record on curating content and streaming to millions of customers, has created an exciting new service.”
OnPrime TV Channel Packs include:
Sky Russian pack: THT, Bestseller, Moolt, Planeta HD, 1+1 International, CTC International, Domashniy, Peretz, TV1000 Russian Kino. In the UK and Italy, the pack also includes Channel One Russia, Carousel, Vremya, Dom Kino, Muzika Pervogo.
Sky Arabic pack: Rotana Aflam, Rotana Cinema, LBC, Rotana Clip, Rotana Mousica, Rotana Classic, Rotana Khalijia.
Sky South Asian pack: Sony Entertainment TV Asia, Sony Max, Zee TV, Zee Cinema, Zee Punjabi, B4U
In Germany and Italy, pack also includes Star Plus, Star Life Ok, and Star Gold. Star TV pack is also available separately in UK with Star Plus, Star Life Ok, Star Gold.
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iWorld
Streaming boom crosses 200 million as India shifts to sustainable growth
From content bets to CTV rise, industry leaders map streaming’s next phase
MUMBAI: India’s streaming story has entered a new chapter, and this time it is less about land grab and more about staying power. At a panel on the evolving streaming economy, industry leaders agreed that with subscriptions crossing 200 million and revenues surging, the focus has decisively shifted to sustainable growth, smarter content bets and sharper partnerships.
Moderator EY partner Raghav Anand, set the tone by pointing to the sharp jump in paid subscriptions, driven by a mix of sports, bundling and improved distribution. The result is a fast-maturing ecosystem where subscription revenues are beginning to complement, and in some cases rival, advertising-led growth.
For Amazon Prime Video Svod business India director & head Shilangi Mukherji, the past decade has been about balancing choice with clarity. “It’s not an either-or market anymore,” she noted. “There is space for everything, from television to ad-supported streaming to subscriptions. The real win is when they all grow together.”
At the heart of this growth lies a simple trio: selection, value and convenience. Content remains king, but not in isolation. Platforms are now curating vast libraries that blend originals, rentals, and third-party services, all under one roof. The aim is to create an ecosystem where viewers do not need to hop between apps to find what they want.
Content itself is also evolving. Mukherji highlighted that nearly half of Prime Video’s viewership comes from outside a show’s home region, underlining the collapse of traditional language silos. Stories are no longer “regional” but increasingly pan-Indian, with talent and narratives travelling seamlessly across states.
Franchise-building has become another cornerstone, with a majority of shows designed for multiple seasons. The goal is not just to attract viewers but to keep them coming back, turning series into long-term cultural touchpoints rather than one-off hits.
On the production side, Hungama Digital Media managing director & CEO Neeraj Roy, described an industry that is both resilient and recalibrating. While the pandemic accelerated content consumption and discovery, it also reset market dynamics. Pre-sales have softened, satellite revenues have tightened, and the easy money phase of digital deals has cooled.
“The honeymoon is over,” Roy said candidly. “Now, content has to prove itself. If it works at the box office or with audiences, everything else follows.”
This shift, he argued, is pushing creators towards greater discipline. Fewer projects are being made, but with sharper focus on quality and audience appeal. At the same time, global exposure to diverse content, from Korean dramas to Malayalam cinema, has raised the bar for storytelling across the board.
Another quiet transformation is unfolding in how content is consumed. While mobile remains the primary gateway, especially for payments and discovery, connected TVs are fast becoming the preferred screen for long-form viewing. Mukherji described this not as a battle of devices but as a “force multiplier”, with platforms tailoring plans for mobile-only users, living room viewers and multi-device households alike.
The monetisation playbook is also widening. Beyond subscriptions and ads, platforms are experimenting with rentals, bundled offerings and commerce integrations, building layered revenue streams that cater to different stages of the consumer journey.
Looking ahead, both panellists pointed to global ambition as the next frontier. Mukherji emphasised taking Indian stories to the world through deeper localisation, calling content India’s soft power. Roy, meanwhile, stressed the need for investment in infrastructure, skills and, crucially, transparent data systems to guide creators with better insights.
If the first phase of India’s streaming boom was about scale, the next will be about substance. And as the industry settles into this new rhythm, one thing is clear: the real streaming wars may be over, but the race to win viewers’ time has only just begun.
