India is a natural market for .tv given the immense popularity of television entertainment and movies in the country. India already has over 110 million pay TV subscribers across cable and satellite TV, and that is slated to grow to 150 million by 2014. The country also has hundreds of national and regional TV channels. Web sites like nautanki.tv have positioned themselves as the TV content destination on the web where Indian content producers and TV channels can upload their content for user viewing. Nautanki also provides users with personalization features (my profile, my channels, etc.) through their iNautanki service.

In comparison to television, the Indian movie industry is much much bigger with over 2 billion people watching Indian movies worldwide. The Indian movie industry (popularly called Bollywood, although that only includes the Hindi movies and not the other regional language movies) is currently estimated at $2.2 billion and produces five times the number of movies that Hollywood does. It is no wonder that sites like bollywood.tv are a big draw for Indian entertainment-hungry fans globally. Not only does the site provide breaking news from Bollywood, it also allows users to search for movies and movie songs, watch movie trailers, listen to bollywood radio, and watch a few free movies as well.

The continued popularity of Indian entertainment coupled with the fast-growing broadband and mobile industry in India provides an interesting opportunity for rich media .tv web sites in terms of consumer usage and engagement.