In an effort to to take YouTube into Indian living rooms, Google is reportedly in talks with direct-to-home cable providers in the country. The company is trying to bring YouTube videos directly to television sets according to global director of platform partnerships, Francisco Varela, who spoke to ET.
Varela said that Google is looking to expand to India since it is one of the world's fastest growing markets for the company's YouTube video service. The initiative will bring YouTube to people around the country who don't have Internet access. He went on to promise that the service will be available as soon as possible and that YouTube will be available on every possible screen in the counry.
The concept makes sense since a large chunk of Indian Internet users don't have access to speedy broadband services. Apart from that, Google will be able to access the vast majority of India's entertainment-crazy population, who until now have stuck to TVs.
It is worth noting that several TVs in the market already have an option to play YouTube videos over the Internet. These include television sets from manufacturers like Samsung and LG. However, DTH users won't need an Internet connection to watch You Tube videos.
It will be interested to see how this new service will work and what it will cost people. Will subscribers have to pay a regular fee? Or will Google bring its video ad-based revenue model into the mix?
Currently, YouTube in India is accessed mainly by the younger generation, thereby making at an excellent platform for advertisers who are exclusively targeting that age category. But with the service coming to DTH, YouTube will get a larger chunk of companies' digital marketing and advertising spend.