In 2013, Avenue Consulting Group developed a business plan and financial model for launching a new Over-The-Top TV (OTT TV) service. The goal was to create a high-quality OTT TV platform that could serve both local and global audiences, focusing on reaching Armenians within the country and the diaspora. This initiative came at a time when the local telecommunication market was mature, making it the perfect moment for the shareholders and top management to expand into OTT TV services. The project aimed to enhance access to high-quality TV content, allowing residents in Armenia’s regions to enjoy better broadcasting options and providing Armenians abroad with a reliable way to stay connected to their cultural roots through major Armenian TV channels.

The project particularly focused on the marzes (regions) of Armenia, where existing TV broadcasting options were limited and often of low quality. By offering OTT TV services, the new business aimed to fill a significant gap in these areas, providing an alternative to local cable TV providers that offered limited channels with subpar broadcasting quality. Beyond the business plan, Avenue Consulting Group also conducted a Legal Risks Review, identifying potential challenges specific to the OTT TV industry. This review included recommendations for mitigating these risks and an analysis of the relevant legal regulations governing OTT TV services. These efforts ensured that the business could launch smoothly and navigate the complex regulatory environment, providing a robust foundation for long-term success.