Times Internet, the digital division of the Indian media conglomerate Times Group, has announced plans to launch a video platform for the provision of films and television content over the internet.
The new venture, called BoxTV.com, "will be India's answer to Hulu, and allow viewers to legally access the latest movies and videos," says Satyan Gajwani, new media director, Times Group.
Speaking at the AdTech India congress, Gajwani also said the company last week launched a Twitter-like service for the financial world called ETSpeed.com, and Tweek, a tablet-based magazine.
"Our strategy is to try to be faster and smarter with personalised content offered through multiple channels. Experimentation is part of the strategy," Gajwani is quoted as saying in one of the Times Group's newspapers, the Economic Times.
The media group already runs the popular Indiatimes.com portal, and holds the internet rights for the Indian Premier League (IPL) twenty20 cricket tournament.
The forthcoming IPL season will reportedly see new online initiatives to enhance fans' digital viewing experience, including a video scorecard, with a timeline for every Over played.