Branded content drives Viu


MUMBAI: Within two years of launch, over-the-top (OTT) service Viu has created a unique value proposition of fresh and localised regional and local premium TV shows, movies and originals for its consumers every day.

While digital shows are becoming increasingly popular among the masses, brand marketers are exploring innovative ways in which they can garner interest for their brand by strategically incorporating branded content. In 2017, a number of brands jumped on to the AFP bandwagon, making it a wonderful year for branded content.

Viu India head monetisation & distribution Sameer Gogate said, ?Our constant focus is to ensure that there is a strong story, and content becomes the hero along with seamless integration of the brand. We have been able to make content a surrogate for advertising, and we believe this model is here to stay. McDowells No.1 Yaari and Nicotex presents I Can You Can were win-win AFP partnerships which saw the delivery of great original content by integrating the essence of the partner brands in a creative and frictionless way. It reinforced our belief in AFP being a viable revenue stream as part of our overall monetisation model. I think it sets the tone for us to explore more such successful branded content partnerships in the coming year.?

Viu India country manager Vishal Maheshwari said, ?Our strategy is deeply anchored in technology and consumer insights. Research affirms that regional content on OTT will command close to 30 per cent of the overall share in the years to come. Indian language internet users will drive the next phase of internet adoption in India. This new generation of users will come on board from tier 2 and tier 3 cities and with this potential increase in consumer base, there will be an immense demand for intriguing regional content. With Viu, we have always been about global expertise and local execution and that?s why we are focused on entertaining this new generation with content in languages with which they are familiar.?

Year 2017 was full of colors for Viu. It launched the first bilingual digital show in Hindi and Telugu ? Social. It started with cricket comedy chat shows like What the Duck and Virender Sehwag?s micro-original Viru ke Funde, which has now evolved to a roster of nearly 12 premium shows and more in the pipeline (a combination of long form and short form). It tied up with Vikram Bhatt for multiple long form shows in Hindi such as Gehraiyaan and Spotlight. Spotlight 2 and Memories are also in the pipeline, which have roped in best talents for the show. In association with Annapurna Studios, the platform launched two long form shows titled Pill-A and Pelli Gola. Viu is catering to the growing demand for regional content by creating intriguing and contemporary digital shows such as No 1 Yaari and Munching with Mahathalli.

A key strength of Viu?s global strategy is to form strong partnerships, whether they be Samsung, Micromax, Vikram Bhatt?s Loneranger Productions or Annapurna Studios. Content house Shemaroo Entertainment has inked a licensing deal with Viu. Through this deal, a handpicked catalogue of Shemaroo's full length Hindi movies can be accessed by its subscribers.

Viu?s primary focus for the year 2018 is ramping up content library by three times. The OTT platform is planning to foray in the Tamil market by associating with content creators. Similar to the expansion plans in India, Viu will also be expanding its content base internationally. It is planning to launch multiple bilingual shows as the next step and additionally looking to explore other regions as well. This year, Viu will be launching Spotlight 2, Memories, Trysexual (yet to be titled), Kaushiki, Unafraid and many more small and big format web series.

Today Viu reaches more than 26 million total monthly active users across markets with 3,000 hours of compelling original content in Asia.

As of October 2017, its India downloads were 9.5 million. Its monthly active users graph goes up to six million and the global average hours per user for the month was 14 hours whereas in India the average hours per user was 34.5 hours. However, the reach of Viu is wide globally, which reached to 150 million video views, whereas total video views in India was 18 million.

Also Read :

Regional OTT content more than just catch-up TV   

Viu brings best of korean shows to india

Viu's unique Asian content attracts six million active users, claims 50% growth in four months

Latest Reads

Urban-rural internet experience gap needs bridging: Gaurav Malik

The digital savvy generation not only yearns for good content but also a seamless viewing experience. A few seconds of latency or buffering can push the user to switch to other platforms. Thus media companies, especially OTT platforms, are integrating with content delivery networks (CDN), content...

iWorld Over The Top Services
Airtel-Telenor to expand home broadband to 2 mn

Airtel’s acquisition of Telenor will provide the broadband business a boost. As India is an under-served market in broadband, the company is planning to expand its home pass footprint to 2 million in FY19.

iWorld Broadband
ZEE5 launches Lockdown with Badshah, Kailash Kher, Raftaar, Jonita Gandhi and many more

ZEE5, India’s largest and most comprehensive digitalentertainment platform for language content, today launchedLockdown – a path-breaking concept in collaboration with renowned rapper and composerBadshah.

iWorld Over The Top Services
Broadband on cable fibre declining?

Is broadband on cable fibre on the decline in India? Results over the past few quarters of some of the multisystem operators or MSOs seem to indicate just that. Mukesh Dhirubhai Ambani’s largest start up in the world Reliance Jio Infocom Ltd (JIO) is the one of the biggest upheavals that has...

iWorld Broadband
India’s ranking falls in latest Netflix ISP speed index

The streaming giant releases a monthly update on which ISPs provide the best primetime Netflix streaming experience.

iWorld Over The Top Services
MX Player's content play for OTT platform launch

In the last two years, India’s media and entertainment industry has witnessed the emergence of several over-the-top (OTT) players. With an ambition to gain a foothold in the burgeoning OTT space, Times Internet recently acquired a majority stake in Seoul-based MX Player. While the company is yet...

iWorld Over The Top Services
Amazon scaling up investment for Indian marketplace biz

E-commerce giant Amazon has invested additional Rs 2,700 crore for its Indian marketplace unit at a time when it continues to battle its local rival Flipkart along with investing about Rs 100 crore for food retail business in India, according to a report from Mint.

iWorld e-commerce
ZEE5 presents “Lal Bahadur Shastri’s death – An unfinished story” India’s biggest cover-up

ZEE5, India’s largest and most comprehensive digital entertainment platform for language contentannounce the launch of “Lal Bahadur Shastri's Death - An Unfinished Story

iWorld Over The Top Services
What's New on HOOQ

HOOQ, Southeast Asia’s largest video on demand service reveals its content line up for the next three months (August – October). Get ready for an exciting three months filled with fresh blockbusters, classic comedies and same-day as U.S. Telecast series.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories