In a strategic move to expand its digital footprint, India TV has officially launched its own Over-The-Top (OTT) platform. The new India TV OTT app aims to serve as a comprehensive digital destination, offering a diverse array of content that spans news and current affairs, lifestyle, infotainment, devotional programming, podcasts, and even original AI-generated stories.
The newly unveiled app reflects India TV’s ambition to cater to India’s rapidly evolving digital audience with content that is both accessible and specifically designed for family viewing. Unlike many existing OTT platforms that often target niche or individual users, this app is tailored for collective household consumption, emphasizing credibility, inclusivity, and cultural sensitivity in its carefully curated offerings.
According to reports, this launch is a direct response to the increasing consumer demand for convenient, on-demand content that extends beyond traditional television. The platform seeks to differentiate itself by providing a managed and safe digital experience, making it particularly suitable for families seeking trustworthy and enriching content within a single digital ecosystem.
Ritu Dhawan, Managing Director of India TV, commented on the strategic development: “Our vision for the India TV OTT App is to be the single, trusted digital destination for every Indian family. We have carefully designed it to offer credible information and enrichment, fostering collective viewing experiences that strengthen family bonds.” She further underscored the brand’s commitment to maintaining a thoughtfully curated platform that resonates with viewers across all generations.
The India TV OTT app is now available on the Play Store for Smart TV platforms. It features a smart, user-friendly interface, seamless navigation, and live streaming capabilities. The platform’s integration of educational shows, podcasts, and signature India TV programs like ‘Aap Ki Adalat’, alongside new formats specifically tailored for the web, marks a significant stride in the broadcaster’s digital expansion.
By launching this dedicated OTT app, India TV joins other Indian broadcasters in adapting to a multi-platform world. However, its distinct focus on collective viewing and culturally conscious programming positions it uniquely within the competitive digital streaming market.
Key Highlights:
- India TV has launched its own family-focused OTT app, offering diverse content including news, lifestyle, devotional, podcasts, and AI-generated stories.
- The app is designed for collective viewing, emphasizing credibility, inclusivity, and cultural sensitivity, unlike many individually-targeted OTT platforms.
- Ritu Dhawan, MD of India TV, stated the app aims to be a trusted digital destination for Indian families, fostering collective viewing experiences.
- Available on Smart TV platforms, the app features a user-friendly interface, live streaming, and integrates signature India TV shows with new web formats.