This is significant news for those Indian channels providing their content to online TV service Jump TV, and perhaps something for the video content portals like Saavn, Big Flicks, Rajshri Media, Tinselvision and others to think about: Jump TV has decided to reduce focus on the regional content business - which includes TV content from India and the Middle East, and focus more on sports content. They’re probably looking sell of the regional content division, which is why they have hired a bank to explore “potential partnerships with strategically positioned media companies to optimize the value of its non-Latin American international broadcast relationships”. Channels that are a part of it’s Indian package include Win TV, We TV, Tara Newz, Tara Muzik, Tamilian TV, Sony (NYSE: SNE), Sahara Samay, Sahara One, S1 News, Punjab Today, People TV, Makkal TV, Kairali Channel, Jaya TV, India TV and Amrita TV. Perhaps it boils down to a content mix, since Jump TV never did get the bigger players from the Indian TV market on board, apart from Sony.

Apart from this, Jump TV is also selling its Content Delivery Network, which it says is a significant cost center. Note the irony in their tagline - “your true colors” - in the context of the change in strategy. Jump TVs decision may have also been influenced by the fact a number of executives moving to Roo, another troubled online video service. The switch to sports content is evident from the acquisition of three sports related websites in the US over the last 18 months - SportaYa, Cycling.tv and XOX. More in the release. [via Paidcontent]