MediaE2E is now What's-On-India

MediaE2E, the electronic programme guide (EPG) solution provider, which works with many major Indian television networks and various distribution platforms, is now re-branded as What's-On-India. Founded in 2005, the organisation now covers more than 300 television channels and powers millions of set top boxes of DTH, cable and IPTV, including Hathway, Digicable, Den, Airtel digital, Big TV, Airtel IPTV and others, with its EPG content. Atul Phadnis, founder and chief executive officer, What's-On-India, says, "With the TV industry going digital, consumer choice and content diversity continues to multiply rapidly. In this context, TV guidance is a very interesting space for What's-On-India."

Phadnis has been associated with Rediffusion Y&R, Mindshare, Starcom and TAM Media. He adds that the company's EPG vertical runs India's largest multi-platform, multi-device consumer search and guidance service for TV video content. What's-On-India has roped in names such as Sequoia Capital India and Nexus India as investors. Nexus India Capital is a leading India centric venture capital fund, whose other investments include Komli, Dimdim, Netmagic, Suminter, Dlight and Speedera; and Sequoia Capital, is a pre-eminent investment firm, which has partnered with entrepreneurs to create market leaders such as Google, Yahoo, Apple and Cisco. "We feel that What's-On-India is addressing a much needed problem in the Indian media industry. The company has got full-fledged support from us." says Suvir Sujan of Nexus India Capital. "The growing digital television market presents a unique and vast opportunity that What's-On-India can tap with the TV guidance concept." says Sandeep Singhal, managing director, Sequoia Capital India.

What's-On-India also plans to foray into broadcasting and has plans to come up with India's first TV guidance channel by the third quarter of this year. Since the concept of EPG solution is not so widely known in India, it had to build this concept in the market. In a short span of time, the company has tied up with various broadcasters, including Star India, Multi Screen Media (MSM) India, Discovery, INX Media, Times Now, Viacom18, ETV Network and Network18.

Televisionpoint.com Correspondent | Mumbai