Video streaming services like Netflix and Amazon Prime Video have brought about a paradigm shift in how people watch television. Mainstream cable and DTH services are struggling to cope (especially in developed countries like the US) with the rapid rise of streaming services which allow people to binge watch their favourite shows in one go and are quite a bit cheaper than their traditional counterparts.
With Amazon Prime Video's entry in the country, streaming services are gaining ground in India as well and are fast becoming a practical alternative to cable/DTH.
It was around 4 months back that I decided to take the plunge and cut the cord. I purchased a Google Chromecast, subscribed to Amazon Prime Video and Netflix and cancelled my DTH connection.
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My experiment was so successful at first that I convinced my brother as well as my father to follow suit. With three Chromecasts in the house, we were proud to call ourselves a forward thinking family who has cut the cord.
Yes, Netflix is a bit expensive but as one account allows my brother, my parents and me to enjoy Netflix at the same time, it still worked out far cheaper than having three DTH connections with a top of the line package.
But pretty soon a realization dawned upon us that escaping traditional TV is almost impossible. I am an avid fan of Formula 1, my father watches a multitude of sports and my brother wants his daily fix of National Geographic and Discovery. All of these cannot be seen on streaming servi ces.
Airtel Internet TV comes preloaded with Netflix, YouTube, Airtel Movies and more. In addition, the set top box also offers access to Airtel's full suite of 500+ channels and services.
Add to that my father's incessant need to consume news, and we had to admit defeat and resume our DTH connections, albeit with a cheaper pack. Streaming services in India have not yet evolved to the point that they can be used exclusively. The major problem is the lack of sports and news coverage on these platforms.
While I am yet to try Airtel's new STB, the premise of 'one device to rule it all' sounds very intriguing. Airtel Digital TV's answer to the threat posed by video streaming services is both radical and genius at the same time. Instead of shunning them, the company has realised they are going nowhere and has tried to seamlessly marry them with their existing DTH services.
The concept of marrying traditional means of media consumption with online streaming services is perfect for developing countries like India where DTH/cable is going nowhere. As illustrated with my example above, it is very difficult in a country like India to completely shun your DTH/cable subscription. Both will exist together for quite some time.
One might argue that a Smart TV or Chromecast combined with a DTH connection does everything Airtel Internet TV does but Airtel's approach offers a way to combine both in one device in a seamless manner.
This may sound like a third world problem but constantly switching between a Chromecast and DTH connection is a pain and is especially difficult for someone like my parents who are with all due respect a little technologically challenged. An 'all in one' box like the Airtel Internet TV is a perfect solution to this problem.
The concept of marrying traditional means of media consumption with online streaming services is perfect for developing countries like India where DTH/cable is going nowhere
Airtel's new Android powered set top box comes preloaded with Netflix, YouTube, Airtel Movies and more. In addition to online services, the set top box also offers access to Airtel's full suite of 500+ channels and services. Airtel is also in talks to bring other content providers like Amazon Prime Video, Voot and Hotstar to its platform.
The set top box doesn't skimp out on features either- It supports 4K content, allows you to play, pause and rewind live TV and record your favourite shows, supports external hard drives (of up to 2TB) and can also be used to play games downloaded from the Google Play Store on the big screen using your smartphone as a game pad or a physical controller.
You can either embrace change or you can doggedly stick to old ideals. It is not often you see someone embracing the competition in such a manner. For me, Airtel Internet TV points towards an exciting future where old forms of TV consumption and new streaming platforms can exist together in harmony - in the same way that print media and online media have done.
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