iWorld

1000 hours of original content a year is our target: Hoichoi's Vishnu Mohta

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/10/23/Vishnu_Mohta1_1.jpg?itok=Wry3JhwW

The Bengali content market may not be spoken of much, but it is not without its share of audience. There are 258 million Bengali speaking people around the world, and this is the target for the latest kid on the block. Hoichoi, a Bengali OTT platform was launched on 20 September 2017 by Shree Venkatesh Films, a Kolkata-based media company.

Hoichoi means positive activities happening around you. The ad-free platform has already launched seven original web series and three more are lined up for this month. Co-founder Vishnu Mohta, who has been with SVF since a decade, speaks to Indiantelevision.com?s Kirti Chauhan about the growth and future plans of the platform.

What was the thought behind launching a Bengali OTT platform?

We wanted to give our customers high-quality Bengali entertainment and the market was ready for it. Currently, India is equipped with all the ingredients to make content available over the internet with a ready to serve system, availability of bandwidth, cheap data, digital payment friendly generation and a smartphone handy generation. It was the right time to provide content for people to consume on their smart phones and set top boxes, which include internet, connected devices like ? Apple TV, Roku TV, Amazon Fire TV, etc.

Where all are the Bengali audiences located?

India and Bangladesh contribute the largest Bengali community. In India, the Bengali speaking community is around 90 million, wherein, Bangladesh has a population of around 160-170 million Bengali expats and rest of the world has a Bengali diaspora between 5-8 million.

Currently, 30-40 per cent of Indian population has access to the internet. However, in the coming five years, the number will double, which will include the crowd of tier II and III cities. This new internet user will prefer to consume content in his vernacular language. 75 per cent of the new internet users will come from rural India, of which 75 per cent want to consume content in their local language.

What would make a person pick Hoichoi over others?

Our experience of over 20 years has enabled us to understand the needs of the Bengali people, which will be visible through our original content. Apart from this, we have the largest collection of the best in Bengali entertainment that is not available on any other platform. We are offering 360 degree entertainment ? movies, original shows and in the future, it will be music streaming. We have started with over 500 movies, 1000 songs and 10 original shows in Bengali language.

What type of content does the Bengali community like to watch?

They are an evolved audience. They like to watch mystery shows and films, horror movies, mass films, documentaries and much more. They have an ability to absorb different genres of content.

What are the new shows in pipeline?

We are coming up with a stand up comedy show called ?Stand up?, then another show is ?Bhutu Re? which is an investigative story around a haunted house and the third one is ?Bouma Detective? where a housewife will be playing the role of a detective. We have 4 shows for November and December too.

You have kept different subscription charges for Indian and global audiences. Will the same pricing be applied in Bangladesh, which economically weaker than India?

Our subscription charges for Indian audiences are Rs 399 for 12 months, Rs 249 for six months and Rs 149 for three months. Internationally we have kept the charges around $8.99 per month and $79.99 per year. The international audience is ready to pay for content since they are already in the habit. We haven?t come up with subscription charges for Bangladeshi audiences yet but it won?t be very different from India.

Will there be any content specifically catering to Bengali audience of Bangladesh?

We are in process of buying and creating content for Bangladeshi audience. We are creating 2 feature films in Bangladesh, likely to release next year.

Why did you choose ViewLift for technology over Brightcove, Kaltura or Diagonal Technologies?

We wanted to work with an experienced company that is aware of current technological demands of the Indian market, since we are new to digital. ViewLift is specifically working on this technology from the past 10 years and has already launched similar platforms worldwide. We are the first Indian company to have worked with ViewLift. Other technology providers like Brightcove, Kaltura and Diagonal are best in content management system. They are a platform itself and you can build on top of it but can?t provide an end-to-end customisation.

Why you did not choose in-house technology option?

It would have been a time-consuming experience for us if we had taken the in-house technology option. There was a possibility of making mistakes in the beginning while dealing with the learning of new technology. We did not want to make any mistake in the beginning and so decided to take an expert as our technology partner for best results.

What is the average time spent on Hoichoi?

We have just begun and within a month, the average time spent on Hoichoi is around 39-40 minutes.

How large is your team?

Hoichoi is a collaboration of three separate teams. We have 300 experts working for SVF, some of whom are actively engaged in the development of Hoichoi. We have 35-40 people of ViewLift working with us. And, Hoichoi separately has a team of 30-35 experts. Altogether, 200 people are working for Hoichoi.

What are your future targets?

Our ambition is to create 1000 hours of original content every year, i.e., three hours per day. In addition, we are targeting to launch two shows every month.

Q. When and what are you planning to bring for kids in your library?

Kids as a separate genre on Hoichoi will likely be seen early next year. It will be a combination of acquired/curated and created content. Satyajit Ray has written various interesting stories catering to kids. We are planning to translate them in animation for our kids.

ALSO READ :

Niche regional OTT player Hoichoi offers Bengali content on iOS, Android and Chromecast

#hoyejak: We used all SVF properties to promote Hoichoi, says Vishnu Mohta

Hoichoi launches 'Paranoia' thriller series

Hoichoi original adult-comedy Dupur Thakurpo campaign launched

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/Vidnet2018.jpg?itok=pscB2HaS
Vidnet2018: OTT industry needs more experimentation

In the last couple of years, over-the-top platforms have emerged as mainstream entertainment source going beyond “mail-metro-millennial” phenomenon for a sizeable population in India despite television still holding its dominance.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/Tarun_Katial.jpg?itok=R6VNphd_
Tarun Katial fuels ZEE5's audacious 'mission 100 million'

Team ZEE5 returned from its Russian sojourn last month, checking into a new office address in Andheri East. The move away from ZEEL’s Lower Parel headquarters is the latest in a slew of changes being effected at the media conglomerate’s OTT business.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/airtel.jpg?itok=COUJJy2D
Now learn cooking with Airtel Digital TV

One Take Media Co., leading content production and Value Added Service provider company based in Mumbai, today announced that it has partnered with Airtel Digital TV, the DTH arm of Bharti Airtel to launch a new cooking channel - Aapki Rasoi.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/zee5_0.jpg?itok=x8SwBFEF
ZEE5 LAUNCHES ITS THIRD TELUGU ORIGINAL – B.TECH

After the success of recent Telugu Originals such asNanna Koochi, Chitra Vichitram,ZEE5 now announces its next dose of Telugu entertainment –B.Tech.Featuring actors Abhay, Kaushik, Merajand Madhulatha,the show is directed by Upendra Verma and written by TharunBhascker of “Pellichupulu’ fame, the...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/holly.jpg?itok=5biDAJHE
Airtel Digital TV & JOP Network partner to launch ‘Hollywood Masala’ - a collection of blockbuster Hollywood movies in Hindi

Airtel Digital TV, the DTH arm of Bharti Airtel and JOP Network Pvt Ltd, India’s leading content house, today joined hands to launch an innovative channel – Hollywood Masala, which offers a collection of premium Hollywood movies dubbed in Hindi.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/vijay.jpg?itok=UahAU1AX
Amazon Prime Video aims to keep evolving with customer taste

Amazon Prime Video is boosting its content play in the market. The OTT platform is all set to stream its fifth Indian original Mirzapur from 16 November. In a media roundtable, Amazon Prime Video India content director and head Vijay Subramaniam also added that it will scale up originals further in...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/zee5.jpg?itok=mwTRbB35
As ‘Dil Se Desi’ as you are:ZEE5 kicks off its international launch with a campaign that will touch a chord with the South Asian diaspora

The traditional Mehndi is replaced by a funky henna tattoo; Payals (anklets) are paired with stilettos, and rapreplaces classicalas the new embraces the old - in its own inimitable style.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/14/ayushmaan.jpg?itok=hn2CXjYX
Bollywood star Ayushmann talks about his struggle with social media in the early stage of his career on #MeriRealLife

Anupama Chopra is back with another interview on #MeriRealLife – this time with Vicky Donor’s famous and critically acclaimed actor Ayushamann Khurrana on her YouTube Channel Film Companion.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/14/zee5.jpg?itok=_LYHr16e
ZEE5 introduces language specific packs

ZEE5 has announced special subscription packs for the Tamil and Telugu audience. Riding on the success of its language content, this latest addition will enable users to access premium Tamil and Telugu content at half the price.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories