Young audience is moving away from TV and consumes video on multiple devices providing an opportunity to create digital TV network. Apart from user-generated content, Google too was looking for premium content around 2012.Ping Digital Network launched its first YouTube channel on food called Indian Food Network. It has an inventory of 1000+ videos with 40 home chefs. Across all channels Ping has created 7000 videos. It has launched Music, Life Style and News Channel — Boom Live. Apart from YouTube, Ping puts its content on DailyMotion, another video platform. About 50 per cent traffic comes from mobile devices. It creates content in the utility, information and knowledge category. Advertisers too would like to be associated with such content. Right now, a TV commercial is edited to make a digital ad. Ping monetises its videos with the help of advertisements.

There are pre-roll ads, with strip ads appearing at the bottom of the video, while the video is playing. This accounts for 40 per cent of its revenue. Another 40 per cent comes from product placements in the video itself. The remaining 20 per cent comes from syndication. Ping syndicates its content to many platforms.

The content is of broadcast quality and is made economically. The content must have longer shelf-life.

It is still a nascent market, and there is emphasis on scaling. In the US there are popular digital networks — Awesomeness TV, Maker Studios, Fullscreen. With greater penetration of the smart phone, and the access to 4G, the digital networks would thrive in India.