MUMBAI: As over-the-top (OTT) service Viu completed its two-year journey, it launched its latest digital series Kaushiki which is set to release on 27 April. Going forward, the platform plans to deliver more than 20 originals this year along with entering the Tamil market very soon.
The platform promises more regional content like this exciting thriller Kaushiki, comedy film High Jack, new seasons of already popular shows like What the Duck and adaptations of popular international entertainment formats such as Tollywood Squares.
For Kaushiki, Viu will release four episodes in a go and then one a week. “When we launched Pelli Gola and PillA in last year in Telugu, we had extremely high number of viewers coming back repeatedly week on week, when we were releasing episodes,” Viu India CMO Shantanu Gangane said.
Viu has already launched seven new originals in Q1 2018 and has lined up 20 originals from now until the end of the year in Hindi, Telugu and Tamil. Viu plans to launch into the Tamil market by this year with the six new originals. For the new content, both syndicated and original content is on offer. Other than Indian content, Korean content also has also got a niche following across India.
“Since day one, Viu has emphasised global expertise coupled with local execution, as you can clearly see from our track record. We’re doubling down on that for 2018, ramping up our offering of quality originals at an exciting pace and engaging viewers in new ways, including bringing fresh content to the Tamil market. I couldn’t be prouder of what our team has accomplished in India and I’m certain that our best years are ahead,” Viu India country head Vishal Maheshwari said.
While cross-platform partnership has been one of the best options to surge users, Viu is not an exception. It has made content available to digital and non-digital audiences through partnerships with TV channels like Gemini, Star Maa and digital platforms such as Dailyhunt. The highly-rated No.1 Yaari is one example of Viu’s cross-platform content association.
In addition to that, Viu has had success with advertising partners such as with Hong Kong tourism for It Happened in Hong Kong, a romantic comedy that redefined wanderlust. It has many other strategic partners including Samsung, Amazon Pay TV, Amazon Fire TV Stick, Daily Hunt and Xiaomi.
While the channel owns IPs of all the originals, syndication has been one of the revenue streams for the platform. To stand out in the crowd, the platform has got tech as a strong backbone. Moreover, the company has massive set up in Pune which after the technical aspect. Along with an in-house team, the company also relies on partners to remain agile.
The OTT platform has some unique strategies to attract consumers. Rather than putting original premium content behind pay-wall, it has kept it in front of the wall. The company wants to go forward in the future with fresh content as well as entering into a new market.
Also Read :
Viu Original 'It Happened in Hong-Kong' Redefines Wanderlust
Viu announces the launch of its latest Original, 'Love, Lust and Confusion'
