If you are an Indian sports buff, but were stuck in the office during the Euro Cup or the India-Sri Lanka cricket series, chances are the live streaming of the matches you caught on your computer or smartphone was from iStream.com.
A video streaming site that started off as a regional partner for YouTube and Dailymotion, iStream bagged the exclusive Internet streaming rights for two of the most-watched sports events in the country.
But regional content is the site’s forte — news, television shows and movies mainly in southern Indian languages Tamil, Telugu and Malayalam, but also in Hindi and English. It has some 60-65 Indian television channels as content partners, and is in talks with U.S.- based production houses such as FremantleMedia Ltd, which owns “American Idol”, and UK-based “Big Brother” maker Endemol and ITV for content rights.
But iStream.com plans to go one step further: produce its own shows. “If there’s scope for an ‘America’s Got Talent’ or a ‘MasterChef’ sort of program in India, we’ll definitely look at having an online version of that,” said co-founder Radhakrishnan Ramachandran, who goes by Radha.
These could be offered as premium content, though they don’t think Indians are willing to subscribe to programming that way yet.