Streambox Media Introduces Subscription-Based TV Service Dor

Media-tech company Streambox Media was founded by Anj Gandhi and backed by Micromax Informatics, along with Nikhil Kamath and Stride Ventures that has revealed Dor, a subscription-based smart television service that comes together to make a premium hardware with content from multiple OTT platforms.

The company refers to its "product-as-a-service" offering, which includes a television screen powered by its operating system, along with an AI-driven content platform. This platform provides access to content from nearly 24 OTT apps and several linear channels. Users can access all content across the apps with a single login and a unified monthly subscription.

The bundled service is similar to the smartphone-telecom provider bundles commonly found in markets outside of India. The hardware is offered at a discounted price as part of a subscription contract for a fixed term. In this case, the TV screen will be locked if the monthly subscription is not paid.

Micromax holds the majority stake in the venture, although the exact investment details and shareholding percentages have not been revealed.

OTT services offered through Dor include Prime Video, Jio Cinema, Disney+ Hotstar, Zee5, Sony Liv, YouTube, Discovery+, Sun NXT, Aha, Hoichoi, Lionsgate Play, and more. However, Netflix is not yet part of the offering.

“We are actively engaged in discussions (with Netflix) and should have it (on the platform) in 60 to 90 days,” Gandhi said. 

“The Indian connected TV ecosystem is rapidly evolving, with the number of connected TV households expected to grow from 50 million to 100 million within the next five years. However, fragmented services and high upfront costs continue to deter a large segment of potential users,” Gandhi said, explaining the rationale behind the bundled TV service.

The bundled TV service will launch on Flipkart starting December 1 and will be available on additional online and offline platforms in the coming months.

The Dor TV OS, developed and designed in India, will eventually support features such as gaming and TV commerce as part of its offerings. The company has a research and development center in Bengaluru, with engineering teams based in Pune and Ahmedabad.

Rahul Sharma, co-founder of Micromax Informatics, stated, "The home entertainment landscape is undergoing a significant transformation with the rise of subscription and leasing models. Younger audiences, including Gen Y and Zoomers, are more inclined towards renting than owning, as they prioritize flexibility and value."