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The new rebranded launch also comes just days after Sky announced that Sky TV would be possible for customers via broadband who don't have a Sky Glass TV. It comes as Amazon pledge to dramatically grow the number of episodes and films available to watch on the service at no cost, with an increase promise of 70 per cent this year.

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The rebranded service will offer viewers free access to blockbuster movies and popular boxsets. Amazon is rebranding its IMDB TV service to Freevee which will go live on Fire TV devices, smartphones an tablets from April 27. The monetization is left to the portals themselves.Retail and media giant Amazon has unveiled a new way to stream TV shows and movies for free.

WeвЂ™ve been putting in a lot of effort over the last 1-1.5 years to bring in lots of content into the ecosystem. I donвЂ™t want to get into too many details, though. вЂњAs in any other case, itвЂ™s an ad driven model. There are lots of ways of working together instead of competing.вЂќ

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TheyвЂ™re primarily looking at how to monetize their content. вЂњWe understand the online space from a content point of view, and what works.Д«ut isnвЂ™t there a conflict of interest with the Times Audience Network, given that theyвЂ™re aggregating Times Now content? Ramachandran said that iStream has tie-ups with both Times Now and Zoom, and will be working with TAN. Their differentiation, he said, is that theyвЂ™re essentially a media company, and have managed content for various portals (including MSN India and Yahoo India) at India Syndicate, a content services firm that the Ramachandran also co-founded. Ramachandran declined to comment on details of exclusivity. Given that other content providers like Rajshri Media, STAR TV and the Times Audience Network are also looking to aggregate content for monetization, we wondered if thereвЂ™s any differentiation вЂ“ either in terms of exclusive content at iStreamвЂ™s disposal, or in terms of exclusive relationships with websites that iStream is providing content to. According to their website, their content partners includeВ Times Now, Zoom, Raj TV, Filmy, NDTV Lumiere, Vissa, Kairali TV and Chandamama. вЂќ iStream has YouTube and DailyMotion channels, and Ramachandran said they had launched Hindi and Tamil channels on YouTube a year ago.

вЂњCurrently weвЂ™re looking at strengthening both content partnerships, as well as distribution partnerships.В WeвЂ™d like to have at least 25 partnerships closed by the end of two-three months, and covered all the key portals. Ramachandran, who co-founded iStream with Chellappa Dhanukodi, and IIM-A alumnus who was working with Oracle,В said that theyвЂ™ve deployed video content at MSN, YouTube, Bebo and Sify, and are in the process of tying up with other top tier portals.В They have a library of close to 30,000 clips, and around 15 partnerships in terms of distribution.

MediaNama spoke to iStream CEO Radhakrishnan Ramachandran about the partnerships theyвЂ™ve struck, differentiation, and conflict on interest with content owners themselves taking on an aggregation role: The advertising supported model, focused on maximising views through distribution networks has gathered stream. JumpTV also had decided to move away from regional TV streaming to sports, though they appear to have launched TV Desi. Video content businesses that required consumers to pay to view content have shut shop over the past year or so вЂ“ Tinselvision and GluTV (with Zee content) among them. We came across a Times Now video on MSN ( screencap), and contacted iStream for details. Video aggregation company A2Media ( iStream.in) has inked deals with multiple content owners, and is providing video content from Times Now to MSN India.