Tuesday, May 17, 2022
outlook business

A different beat

Ping network, an online video broadcasting network that produces and distributes high-definition content on YouTube

A different beat
A different beat Soumik Kar

With YouTube trying to transform into a serious broadcast platform, many content distributors are benefiting by partnering with it, including Ping Network, founded by former journalists Prashanto Das, Govindraj Ethiraj and Anagha Rajadhyaksha. Angel investors and the founders have collectively put in a little under $1 million (about ₹5.4 crore) in the company, which is an online video broadcasting network that produces and distributes high-definition content through dedicated channels on YouTube. Two channels, India Food Network and India Music Network, have already been launched, as have general news videos. Unlike television, videos uploaded can be viewed several times across the globe and do not need heavy capital investment. Advertisements are a key source of revenue as subscriptions are free of cost and Google gives Ping 55% of its ad revenues. So far, Ping produces content mostly out of Mumbai and Delhi — all contributors are vetted before being invited to make videos with the company. Some 25 videos are uploaded every week and to keep the momentum going and cross the 5,000-videos mark in FY15, Ping will expand to other metros by the end of the year. The rollout of 4G will make all the difference to how digital content is consumed, believe the founders, and that will be the true test for Ping.

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