Rajshri Media has added four fairly comprehensive TV shows to create a food section: Zee’s popular Khana Khazana from Chef Sanjeev Kapoor, NDTVs Good Food, STAR TV’s Good Food Guide and Times Now’s The Foodie. While the addition of the food segment certainly appeals to the foodie in me, I think this might also find takers among an international expatriate audience (like a cousin of mine who discusses recipe’s with her mum on MSN Messenger). Apart from this, Rajshri has also launched a Bollywood Buzz segment, with updates of interviews, gossip and controversies.
It’s important to note that the food segment is being updated daily, while Bollywood Buzz will be updated “frequently”: that gives users something new to come back to every day. I wonder why the food shows aren’t available for download, albeit for a price? I wouldn’t be surprised if Rajshri moves from being primarily a film play (which gets it a lot of attention) to primarily a TV content play. Why? Because TV content is typically much shorter and quicker to consume (tedious to watch a 3 hour flick online), and there’s far more variety, and more opportunity for segmentation in case of TV content. Rajshri has created a base for that by virtue of its tie-ups with multiple content owners like Zee, STAR, NDTV and Times Now. I think Rajshri.com will also do well to introduce community features to go with their content, and add more text to support the video content…put up a recipe alongwith a video, and maybe also allow viewers to purchase a Khana Khazana recipe book?
Rajshri.com is up for a redesign and a relaunch on April 1st, and I don’t know for sure if we’ll see a change of strategy. Some stats from this story in Time: Vivah, the home production that Rajshri.com launched with,
brought in $4.5 million, nearly a quarter of the films total earnings. The site currently has 375 films, 1,500 music videos and 60 TV serials on its website. But here’s the issue — the cost of streaming: Rajshri.com streams 90,000 gigabytes of content every month.
Update: Rajshri Media informs us that the $4.5 Million is a misquote. There were 6500 downloads of the film, and at $9.99 per streaming, that is around $64935.