MUMBAI: Indian media conglomerate Times Group‘s digital arm, Times Internet, plans to launch BoxTV.com, an online video platform that will enable viewers to access content like films and television through Internet.

Addressing AdTech India conclave in New Delhi, Times Group‘s new media director Satyan Gajwani said the company is in the process of introducing new products across the news and entertainment categories with the aim to become more relevant for new-age consumers.

"We‘ve launched ETSpeed. com a couple of days back, which is a Twitter-like service for the financial world; Tweek, which is a tablet-based magazine, and Speaking-Tree. BoxTV will be India‘s answer to Hulu, and allow viewers to legally access the latest movies and videos," Economic Times quotes Gajwani as saying.

The company, which runs the popular Indiatimes.com portal, plans to come up with more personalised products which can be accessed through various devices.

"Our strategy is to try to be faster and smarter with personalised content offered through multiple channels.
Experimentation is part of the strategy," he said.

Times Internet will also replicate Gaana.com‘s success on mobile phones, he added.

The company, which holds the Internet rights for IPL, has also made plans for the upcoming season with several new initiatives like video scorecard - a timeline for every over, on the anvil. Besides, it plans to enhance the viewing experience of fans this year.