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Television on tap

Ditto is a high-cost gambit for Zee Entertainment, but it’s the only way to be future ready

It’s 10 pm and Khushi Sengupta’s just left work. The 28-year-old insurance marketing manager settles back in the cab and whips out her iPad. No, not more work — it’s time for her daily fix of soap opera and since Sengupta won’t reach home for another hour, she’ll just catch the current episode on her tablet. With the launch of Zee’s television distribution platform in March, it’s become easier for people like Sengupta — who are always on the go and can’t watch TV by appointment — to stay up to date with their choice of shows. All they need is to download the app on their smartphone, laptop or tablet — the content is delivered over the internet.