Buzz: ETV’s Slow & Steady Strategy Not Working

Whenever a new Telugu channel or any other media house gets floated, they go aggressively for a while such that they will be making a huge name for themselves. But then, Ramoji Rao Group’s ETV wouldn’t resort to such TRP-raking and hype-generating stuff, and they are following the same strategy for their OTT app WIN as well. So, is this strategy working out for them?

Apparently in the OTT space to make it big, one has to compete with the likes of Netflix and Amazon Prime as well as Hotstar to make it big. Telugu OTT player Aha is already there but they are not buying new films aggressively except for a few movies that are produced by Geetha Arts. And now, ETV has come up with ETV-Win, about which, neither the subscription is free nor they are aggressively buying happening Telugu films. Instead, they kept a nominal per annum fee, and bought Tier-3 stuff as content.

For now, ETV Win has no great original content, while the announcement of Manchu Manoj’s return to acting through a series for this app has sparked a lot of interest. Though Win has bought some of the latest Telugu movies, most of them are either Tier-3 stuff or flop films at the box office. Back then ETV was known for golden classics rather than the Jabardasth content that is clicking today, and many are wondering if WIN would ever create such uniqueness for it.