UTSAHA CASE STUDY

BACKGROUND

Media consumption across the globe is increasingly happening in digital formats. The increase in
the number of devices capable of supporting digital media along with increasing internet access
speed, has provided consumers with an option to access the media content of his choice be it
information, entertainment or social activity anytime, anywhere.

The rise of digital media players

such as Netflix, Hulu, Amazon,
Apple TV, Hotstar, Zee5 etc. are
challenging the traditionally
maintained supremacy of the
television as the main source of
entertainment in a nation like
India. With better networks,
coverage, and advanced
technologies (3G, 4G / LTE) the
data consumption across theglobe
has risen.

Over-the-top (OTT) service

providers like YouTube and
Subscription-based digital content
providers like Spotify have also
acted as a catalyst in the growth of
audio/video data streaming. The
global audio and video traffic
combined is expected to reach
92% ofall internet traffic by 2022.

ABOUT UNICORN BROADCASTING COMPANY (UBC)

Unicorn Broadcasting Company is an American premium television network operating as the

flagship property of Angel Entertainment (a prominent name in the television industry since the
1970’s). Content featured on the network consists primarily of theatrically released original
television shows, along with cablemovies, documentaries and comedy and other live events.
UBC holds significant ground in the TV Broadcasting Network, and Direct to Home Connection
(DTH) services.

Apart from that it currently runs a video on demand streaming service on which users through
the website and a mobile application can access Movies, TV Shows, and Sports that air on its
television network. The customer base of the company in the USA is 10 percent of the total
number of cable customers in that country. Their continuous success over keeping a significant
 number of customers in the USA can be attributed to the fact that it is one of the oldest and
longest continuously operating television services in theUnited States.

In 2018, UBC had an adjusted operating income of US$1.12 billion, compared to the US$0.965
billion it accrued in 2015. UBC has over 100 million subscribers worldwide as of now. The network
operates seven24-hour channels.

Despite the revenue generated by UBC, the growth of the company failed to match those of the
OTT Services in the country (such as Netflix). On March 03, 2018, UBC announced that it will launch
an over the top streaming service by late 2019, featuring content from its entertainment brand
(which include original productions) and famous TV Shows and movies. The original plan for the
service called for three tiers catering to different customers. Chairman and CEO of Angel
Entertainment indicated in mid-May 2019 thatit would use the UBC brand and would be available
as an application on various platforms, as well as a version could be accessed on their DTH
connection by paying a premium and contacting their service providers.

On July 9, 2019, Angel Entertainment announced that the OTT service would be known as UBC
Elite, andthe launch postponed to June 2020, while various industry specialists were signed to
production deals for the service.

PROBLEM STATEMENTS

A major chunk of the Indian market is dominated by players who have established a foothold by
continuously building their presence among the Indian consumer base. With these factors in mind,
prepare a survey questionnaire to gauge audience interests and customize UBC offerings as a new entrant
in the Indian OTT market.