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Sony Liv forays into original digital programming with ‘#LoveBytes’

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MUMBAI: Multi Screen Media’s (MSM) OTT platform Sony Liv has set its foot into original web programming with the launch of its signature series #LoveBytes. Going online from 7 September, the web series has been exclusively made for the digital platform and is centred on an urban Indian romance, which is relatable for the digital destination’s millennial audience.

The web series is unlike regular television soaps as it deals with the real life situations between a young couple. The digital platform through this offering invites viewers to take a sneak peek into their daily lives. Sony Liv has created a 360 degree marketing campaign with video blogs and social connect with the protagonists to market the show.

Multi Screen Media EVP and head - digital entertainment Uday Sodhi says, “From launching digital premieres of the world’s best entertainment properties to becoming the country’s first digital VOD platform to produce a song, Sony Liv has been at the forefront of innovation. With our signature series #LoveBytes, we offer consumers a digital-first experience like never before. The fact that the show has been made as an independent, exclusive series for Sony Liv also bolsters the widespread popularity of the digital destination. With this, Sony Liv becomes the first digital OTT platform to foray into original production. Setting a benchmark in the video entertainment space, we plan to further invest in original content with new concepts and ideas.”

Sodi informs Indiantelevision.com that the show will have 26 episodes, wherein two episodes will be released per week. “This is just the beginning. Liv will come up with a series of original shows, which will be exclusively produced for the digital platform,” he adds.

Sony Liv has been seeing a year on year growth of 35 per cent on mobile advertising, which, according to Sodhi is indeed encouraging. “The ecosystem will also be enhanced with technical upgradations like 4G,” he says.

While currently Sony Liv follows the advertising based revenue model, Sodhi says that depending on the scenario and market insights going forward, the company may evaluate the possibility of a subscription based platform.

Directed by Vishal Mull, #LoveBytes stars Kushal Punjabi and Sukhmani Sadana. Each episode of the show plays out the trials and tribulations of the leading characters Ananya’s and Abhishek’s romantic relationship.

Ananya Singh is a 26-year old girl from Lucknow who has been working in Mumbai for the last six years. Simple, not very social and rather homely, Ananya is possessive and doesn’t quite understand or appreciate all the female attention her boyfriend gets. Abhishek on the other hand, is a 28 year-old copywriter in a media firm. A party animal, he is best described as driven, ambitious and affable all at once.

With a deliciously urban and youthful flavor, the series underlines what makes these two very different individuals click and sometimes clash, the show also elucidates all those things that are necessary for an urban Indian relationship to sustain itself and the daily challenges that come in the way.

The theme of the show has been specifically crafted keeping Sony Liv’s cosmopolitan viewership in mind. Viewers can delve into this entertaining and delightful world of squabbles, love and drama on the Sony Liv website or mobile app, anytime anywhere.

While the presenting sponsor for the show is Integriti, the associate sponsor is Caprese. The radio partner for #LoveBytes is Fever 104 FM, beverage partner is Café Coffee Day and outdoor partner is Bright Advertising.

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