On Tuesday, the JioStar website launched, displaying the simple message "Coming soon" on the screen. This is the latest development in the months-long merger between Disney Star India and Viacom 18, a division of Reliance Industries Limited. Many have wondered what the future holds for JioCinema and Disney+ Hotstar, the OTT divisions of the two media networks since the merger's official announcement in February.

Anticipated merger of JioCinema and Disney+ Hotstar on November 13

An insider informed MidDay that JioStar, once fully functional, will combine the content of the two platforms at midnight on November 14. It will be November 13 before JioCinema and Disney+ Hotstar merge completely. A technical representative from JioCinema has announced that, after JioStar launches at midnight on November 14, both streamers' content would be accessible on this platform under their own sub-domains. 

Next, we need to understand how the merger will impact the various channels on the two networks. Unlike Disney Star, which offers more than 20 channels covering movies, sports, and general entertainment, Viacom18 offers its own bouquet that includes regional channels and Colors.

Impact of merger on Disney Star and Viacom18 TV channels

Reports indicate that Star and Colors both offer regional channels that cater to various audiences, including those in Bengali, Punjabi, Odia, Kannada, and more. Therefore, rather than competing for the same audience, the less popular channel will combine its material with the more popular one. So, for example, Star Marathi is thriving while Colors Marathi is floundering, and the two will eventually merge. They will keep a show if it consistently performs well and attracts new viewers. For instance, Anupamaa, originally a Star service, exemplifies this. The main goal, though, is to halt channel replication. Star Utsav, Star Plus, Star Bharat, and countless more Hindi general entertainment networks are also available, and Colors TV could face stiff competition from this. After finalising all content, the channels will soon merge. In the coming months, they will decide on the final branding for these channels.

International material is significantly less likely to overlap on streaming platforms. Disney+ Hotstar features ABC and Showtime hits like Grey's Anatomy and Modern Family, whereas JioCinema features HBO and Paramount series.

As for JioStar's collection, it will be diverse and enviable, according to the source. With classics like Game of Thrones and new hits like The Bear, there's sure to be something everyone enjoys.

There will be no changes to the beloved original content on Disney+ Hotstar. A representative from the OTT platform stated that if a big title is well into its third or fourth season, it will continue. For instance, the upcoming release of Criminal Justice's fourth season is imminent. They will continue to stream additional franchise shows like Aarya and The Trial, and they will pick up new series in January. They will finalise the activities by the end of December, which will require cooperation.

Uday Shankar's focus on AVOD and TVOD to expand audience reach

The merging of the two networks' workforces will inevitably lead to duplication of effort. Staffing levels are likely to decrease. The merger's central proposal, though, is to provide OTT services to the last-mile customer. Rumour has it that Uday Shankar, the amalgamated entity's vice chairman and man responsible for setting its strategic direction, is keen on putting a focus on AVOD and TVOD in order to appeal to a broader audience.

This merger will revolutionise the content environment by redefining the integration of TV and streaming, according to another Jio Team source. Their decision to make it premium will prevent them from reaching every Indian. That's why JioStar is implementing a three-pronged strategy: to reach the largest possible audience, they will introduce AVOD. Given the success of JioCinema's Rs. 29/month strategy, JioStar is now offering affordable SVOD services. The third option is television on demand, where one can pay to rent certain digital media. JioStar pledges to cater to all viewers, irrespective of their financial circumstances.

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