MUMBAI: Gone are the days of debating over iOS and Android or boasting about who owned the fastest gadget. The era of squabbles about which TV brand—LG, Xiaomi, or Samsung—rules the market is fading into nostalgia. Buying a television back then felt like assembling a puzzle: first, the TV itself, then a dish connection for channels, followed by an OTT device to smarten it up. And even then, you were stuck playing detective—Googling endlessly to figure out which platform hosted your favorite show, live match, or breaking news.

But now, the tide has turned. The clutter and confusion of old-school television are making way for an extraordinary transformation. As the sun sets on fragmented entertainment, a bold new dawn emerges in the Indian living room. Welcome Dor—the future of home entertainment that combines everything you need into one seamless subscription experience. It’s not just a TV; it’s a revolution. Or so claims the company behind it. 

Streambox Media, a leading media-tech venture founded by cable TV industry and distribution vetera Anuj Gandhi and backed by Micromax Informatics, Zerodha's Nikhil Kamath, and Stride Ventures, has launched Dor—India’s first subscription-based television service. Designed to revolutionise home entertainment as claimed by the company, Dor integrates a high-performance 4K QLED TV with over 24 premium OTT platforms, 300+ live channels, gaming, news, and more into a single, affordable subscription model.

Dor is set to debut in India via Flipkart on 1 December 2024, with plans for expansion to other platforms and offline distribution channels. This innovative TV-as-a-service model eliminates fragmented content navigation across devices, offering users a seamless, unified experience powered by India’s indigenously developed Dor TV OS.

Micromax Informatics co-founder, Rahul Sharma emphasised the shift in consumer preferences, “The home entertainment landscape is witnessing a tectonic shift with the rise of subscription and leasing models. Younger audiences prioritise flexibility and value over ownership. With Dor, we are introducing a market disruptor that addresses these evolving preferences while showcasing India’s capabilities in developing future-ready technology.”

Streambox Media, COO, Romil Ramgarhia added, “Dor democratises premium entertainment by making advanced technology accessible to Indian households. Our innovative approach significantly reduces costs by 50-60 per cent, consolidating the expense of smart TVs and content services.”

Indiantelevision.com Sreeyom Sil got into an exclusive conversation with Anuj Gandhi  on the sidelines of a press conference in Mumbai to announce Dor and Streambox's launch. He shed light on how Dor is setting new benchmarks for connected TVs in India. Excerpts from the interview: 

* What differentiates Streambox's Dor service from others in the market?
The key difference is simplicity: everything should be plug and play. Why should I worry about subscriptions, when my payments are due? It should be as convenient as possible in one single shop. And that's what we have endeavored to do here. 

Then, fragmented services and high upfront costs deter many households from adopting connected TVs. Dor’s subscription model integrates cutting-edge AI, content platforms, and hyper-personalised recommendations to deliver an unmatched value proposition  with an immersive experience. With its integrated Dor OS, users can enjoy a seamless interface consolidating OTT platforms, live channels, and on-demand content. 

Dor’s subscription model offers unparalleled flexibility and cost-efficiency. Consumers can own a 43-inch 4K QLED TV with Dolby Audio and solar-powered remote for an upfront activation fee of Rs 10,799, including the first month’s subscription. Post the initial month, the subscription costs Rs 799 per month for 12 months, after which customers can customise their packages. 

The subscription includes access to platforms like Prime Video, Disney+ Hotstar, Jio Cinema, Sony Liv, and many more, with a single sign-on and AI-driven personalised recommendations simplifying the entertainment experience. Larger 55-inch and 65-inch TV variants are set to launch in early 2025, expanding options for Indian households.

With its integrated Dor OS, users can enjoy a seamless interface consolidating OTT platforms, live channels, and on-demand content. A four-year warranty and regular software upgrades every quarter are on offer with which Dor aims to make a real difference in how India consumes entertainment.

* What specific challenges in content discovery does Dor address, and how does it enhance the user experience compared to existing software?
Dor takes content discovery beyond the siloed limitations of individual apps. Our intuitive AI and large language models power a seamless search experience across multiple platforms. Dor personalises recommendations based on user preferences, ensuring a richer and more tailored viewing journey.

*  How does Dor use advanced machine learning for personalised recommendations and ensure diversity in content?
Personalisation is at the core of Dor. We analyse individual preferences—language, genre, or favorite actors—and adapt recommendations in real-time. For example, if you select action movies but increasingly watch romantic films, our system dynamically adjusts your homepage to prioritise romantic content.

* How does Dor aggregate content from OTT platforms and live channels, and what partnerships have been instrumental?
We’ve secured partnerships with over 24 OTT platforms and various linear television providers, especially in the free-to-air (FTA) category. These long-term deals ensure a comprehensive content catalog, enabling us to deliver unmatched variety to users.

* With a growing emphasis on data privacy, how does Dor ensure user data is protected?
Data security is paramount. We comply with all data protection laws in India and employ robust security measures to prevent breaches. Sensitive user information, such as installation addresses and phone numbers, is safeguarded through strict privacy policies and best practices.

*  How is Streamworks Media capitalising on India’s growing connected TV market, and what role does Dor play?
We aim to democratise connected TV with competitive pricing and an intuitive OS like Dor. By addressing the needs of a growing audience, we plan to secure a dominant market share in this burgeoning ecosystem.

*  What inspired you to venture into the media-tech space, and where do you see Streambox Media and Dor in five years?
Simplicity and accessibility inspired me. Our goal is to make content discovery and consumption effortless. Within five years, we envision Dor holding a double-digit global market share, solidifying its place as a leader in the entertainment OS market.

With Dor, Streambox Media and Micromax Informatics have not just launched a product—they’ve unveiled a statement of technological prowess and national pride. Proudly ‘Made in India’, the launch resonates deeply with the Indian spirit of innovation and ambition. It’s not just a device; it’s a symbol of India’s leap into the global tech arena. The moment leaves one awestruck, tingling with pride, and breathlessly waiting for what’s next in this revolutionary saga.