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General News Viu all set to enter Tamil market with six originals in Q2

MUMBAI: PCCW-owned Vuclip’s premium video-on-demand (VOD) service Viu is entering the Tamil market in the second quarter with six original shows. Apart from the originals, Viu has also acquired Tamil movies and shows.

So far, the VoD platform has been producing original content in Hindi and Telugu.

In 2018, Viu is planning to ramp up its originals offering by launching 20 original shows across Hindi, Telugu, and Tamil. The platform has already launched 7 new shows in the first quarter of 2018.

Vuclip head of marketing Shantanu Gangane stated, “Following the increase in traction for our content not only in Telugu but from other regional markets has encouraged us to add Tamil market in our portfolio. We will have syndicated content and five to six originals. Syndicated content will be more of movies and other originals. We won’t be syndicating content to television but we will be buying content and adding depth to our originals. However, there are other mediums that want content from us after seeing the success of our content and we are more than open to business and syndication across mediums.”

Like its chat show, McDowell’s No.1 Yaari which has been simulcast on several General entertainment channels, Viu is also open to simulcast Tamil content as there are a different set of consumers who watch these shows.

Gangane said, “It adds value to us, to advertisers and to broadcasters. Advertisers have told us that they have found different audience addressed by the same content piece when it comes to television and digital. So, that is why they continue to invest with us because we see very less overlap between TV and digital. We are catering to different TGs.”

Viu will be launching its new thriller drama Kaushiki from 27 April 2018. The web series starring Rannvijay Singh and Sayani Gupta will explore the dark side of a group of five friends.

The platform will launch the new thriller with four episodes following which it will launch one episode every week. The decision was taken following the positive response the platform received on its week-on-week consumption. “My user graph week-on-week is increasing as opposed to having a bank at the and then the users fading. We have seen repeat users,” he commented.

Viu is also planning to expand its distribution reach through its cross-platform partnerships. The platform has made its content available to digital and non-digital audiences through the partnership with TV channels like Gemini and StarMaa and other platforms such as Amazon Fire Stick, Dailyhunt, Xaomi television, Samsung mobile and My Galaxy, amongst others. Viu is also planning to expand its reach through telecom operators.

Gangane added, “While the acquisition continues, we are increasing our partnership. We are dishing out content where the consumers are. We are also planning to distribute our content through telecom. Vuclip has always been with telecom and we have partnered with Vodafone and Airtel since yesteryears. We have partnered with telecom players and that is the legacy which we carry and will definitely plan it to move to Viu as well.”

When it comes to monetisation, Viu follows a freemium model. However, it is planning to put its original content behind the paywall in the near future.

“Currently, our original content is available for free whereas some of our syndicated content is behind the paywall. In the near future, we are planning to add our original content as well behind the paywall. It will solely depend on the demand as now consumers do pay for good content,” he said.

Airtel Digital HD Recorder / Kerala Vision Digital TV
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