In his keynote address on the second day of Ad:Tech 2012, Satyan Gajwani, Director (New Media), Bennett Coleman & Co. Ltd, said that Times Internet is going to launch an online video on demand service called BoxTV.com. Though Gajwani didn't divulge details, BoxTV is likely to be a Hulu like service in India and will offer subscription service offering ad-supported on-demand streaming video of TV shows.

The company, in the last week, had launched Tweek, which is a tablet magazine with content taken from the blog network of Times Internet. Times Internet also recently launched ETSpeed.com, a real time community platform for market information.

In his keynote address titled "The Evolution of Content, Commerce and Entertainment in Digital World", Satyan Gajwani stressed on super premium content, which, according to him comes from movies and sports. Gajwani said that in the coming years content producers in India will face an immense challenge in working out a comprehensive digital media strategy. "One way to deal with this complexity and offer a unified experience to consumers on laptops, smartphones and tablets will be to use HTML5 to build web-based apps so that they work on all devices," said Gajwani.

Gajwani further said that BCCL is catering to the requirements of new-age consumers by taking the role of social media into account. "Last year, we got the rights to stream IPL barely 10 days before the event. Hence, our focus was on allowing people to watch matches on the way. This year, with tools like video scorecard and 'IPL Battleground' for fans, it will be a more interactive and social experience," Gajwani said.

Speaking about ecommerce, Gajwani said that Indiatimes had already launched an exclusive online store for Nokia, and more such stores were likely to come up this year. Earlier, Gautam Sinha, Director, Technology and Ecommerce, Times Internet had told India Digital Review that the company is in the process of launching similar exclusive online shops for around four to five brands and expects them to be operational by the coming eight months.