Hathway launches Android OTT box, eyes 100,000 consumers every month

Hathway Cable and Datacom Limited has announced the launch of an OTT Set Top Box, based on Google’s Android TV. Through the launch of Hathway Play Box, Hathway aims to enhance the watching experience on OTT TV in India. The Hathway Play Box carries a dedicated You Tube, Netflix and Google Play button on the remote control, allowing consumers to access their favourite show with a simple click on the big screen. Customers now have direct access to view a broad selection of global and local content, including TV series and movies. Later this year, Hathway will also run a consumer promotion and will gift its consumers free access to many of Indian and global OTT platforms. 

Consumers can use Google assistant through a simple voice remote for applications such as finding their favourite web series, setting timers, answering questions, weather forecast and even placing e-commerce orders. It also has inbuilt Chrome Cast, which allows customers to mirror content from their phone to TV. Just at the tap of Cast button on one’s mobile app allows users to mirror movies & TV shows, music, games, sports and more – from Android, iOS, Mac, Windows to one’s TV. 

Hathway has also announced the launch of India’s first cable hybrid box, Hathway Ultra Smart HUB, on the Android platform. This Smart Hub combines linear TV with Play services in HDR quality. 

“One of the strengths of Hathway Play box is our cooperation with some of the most popular play-services. In addition to Google Play and YouTube, we are delighted that Netflix, the world’s largest streaming service will be available in Hathway Play box at launch and that our customers can easily access their content via the button on the remote control,” said Rajan Gupta, Managing Director, Hathway. 

He further said, “This Ultra Smart TV Hub simplifies the user experience for our customers that increasingly combine their linear TV-viewing with on-demand and streaming services. The user can select and download more than 2,000 apps from Google Play, including play services, games, and music. When we developed Ultra Smart Hub, the most important aspect has been listening to our customers to understand their needs regarding their TV-viewing. We see a clear shift in consumption in content today compared to earlier. Indian consumers today want a mix of traditional linear television viewing combined with on-demand or streaming services. With the Smart Hub we have a product that meets their expectations.” 

Pranab Mookken, Head Android, Chrome & Play Business Development, India, added here, “We are pleased to be working with Hathway and look forward to leveraging their extensive broadband and cable network to enable more exciting and useful Android TV experiences for consumers.” 

In a brief interaction with Adgully, Rajan Gupta adds some more points to the latest initiative from Hathway. 

Please tell us about the partnership with Netflix.
More than Netflix or Hathway, it is about the consumers. Through market research, we have seen that more and more consumers want the best of OTT services available on the large screen. The idea behind launching this box is that we can provide consumers with all the OTT content along with linear TV on the large screen. Over a period of time, we have built up a good consumer base and the top 25 per cent who will opt for the OTT services will surely get a higher arch from there. Also, in general, any OTT service provider is more than happy for such tie-ups because that helps them to increase their reach. 

How will this tie-up beef up your subscriber base?
Any tie-up is basically to give the reach to OTT companies and to benefit our consumers. In the process, we will also monetise our output to increase. 

With this venture, will you be replacing the old set top boxes with the new ones?
Replacing is a wrong word. We do see consumers upgrading to it. We are targeting 100,000 consumers every month, out of which 20 per cent will be new consumers, whereas 80 per cent will be the upgraded consumers. 

Are there any plans to venture into the OTT space?
Not really, but we will be tying up with all the OTT providers. 

What kind of a broadcast scenario you foresee in India five years from now?
We have seen an increase in the number of broadcasters and OTT players, which is giving more choices to consumers across the globe. So, I guess we will be moving in the same direction.