In a recent interview, Sunil Joy, Head of Content and Strategy at eVision, the media and entertainment arm of e& (formerly Etisalat Group), shared insights into the company’s transformation and its latest initiatives. With over two decades of experience in the media industry, Joy has played a pivotal role in shaping company’s journey, from launching the first IPTV service in the MENA region to introducing one of the region’s first AVOD services, Starz ON.
From Telco to Techco
eVision, established in 1999 as a cable TV company, initially focused on aggregating pay-TV services in a region transitioning from free-to-air to paid television. Over the years, the company has evolved significantly, expanding its role from a traditional content aggregator to a multifaceted media player. Today serves approximately 6 million users globally and operates a diverse portfolio of services, including TV by e& (IPTV), Switch (OTT), and region-specific platforms like Mobiley TV in Saudi Arabia, SHOQ TV in Pakistan, and Twist in Egypt.
Joy highlighted eVision’s shift from a passive aggregator to an active player in the media landscape. ‘Initially, the intent was to be an aggregator. Today, our vision is to be the largest media player in the entire region, and hopefully, take it up to a global scale as well’, he explained. This transformation has been driven by strategic investments in technology, data analytics, and content curation, enabling eVision to offer end-to-end white-label solutions for other telcos and streaming platforms.
The rise of Starz ON
One of eVision’s most notable recent achievements is the launch of Starz ON, an AVOD and FAST service, in November 2023. The platform, integrated into the existing Starz Play app that offers 10,000 hours of AVOD content and 50 FAST channels. Joy also emphasized the decision to combine Starz ON with Starzplay, leveraging the latter’s established brand recognition and user base. ‘We debated whether to create a separate app, but research showed that hybrid models work best. So, we decided to integrate it into one single app’, he said.
The launch of the service reflects eVision’s commitment to agility and innovation. ‘From the time we decided to build this product to going live, it took just three months. That’s something we take pride in’, the exec noted. The platform aims to redefine streaming in the MENA region by offering a mix of free and premium content, catering to diverse audience preferences.
Content strategy and synergies
Joy also discussed eVision’s content acquisition strategy, which focuses on maximizing synergies across its platforms. By securing rights for multiple regions and platforms, eVision can monetize content more effectively. ‘When we pick up something for the UAE that also works well in Saudi Arabia, it makes sense because we can combine the deal and drive more synergies’, he explained. This approach allows eVision to exploit content across pay-TV, SVOD, and AVOD services, creating multiple revenue streams.
Despite its successes, the company faces challenges in a rapidly evolving media landscape due the mount of platforms in the market. eVision must navigate complex licensing agreements, adapt to shifting consumer behaviors, and compete with global streaming giants. However, Joy remains optimistic about the future. ‘Our ambition is to become the largest media player in the region and expand globally. We’re leveraging our first-mover advantage, scaling faster, and delivering better experiences’. he said.
