Right bundling, pricing & premium content herald OTT era in India

New Delhi, April 2 In 2008 when India was warming up to social media, another revolution was taking place, albeit quietly, in the subscription-driven, online movie-on-demand service market.

Reliance Entertainment launched the first Indian movie-on-demand platform called BIGFlix which allowed users to pay and stream or download movies at any time.

In 2010, a domestic tech company called Digivive launched India's first over-the-top

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