Dekkho expands regional language content offering


MUMBAI: Dekkho has partnered with some of the top online content creators in the country such as ScoopWhoop, Pinkvilla, 9X Media, Put Chutney, Being Indian and East India Comedy. In a bid to create an entirely alternate destination and divergence from YouTube and Facebook, and to increase its reach in tier II and III cities, Dekkho will expand its regional language content offerings through these collaborations in addition to mainstream content in English and Hindi.

Through a long-term content strategy, Dekkho aims to reach 100 million users over the next five years, focussing on the vernacular segment of viewers who do not consume videos on Facebook or YouTube. It will also venture into content translation, dubbing, and voiceover of content for this segment, creating a new, non-overlapping market for creators. Additionally, Dekkho will localise its UI for different markets as well as the newsfeed for regional content.

Commenting on its strategy, Tanay Desai, co-founder, said, “Dekkho’s initial strategy, which focussed on young urban viewers, has helped us carve a niche in the online entertainment market. Our next phase of expansion is targetted at a much larger viewer base that resides in the smaller towns, highlighting our larger focus at becoming a default social video network for the masses. Unlike incumbent platforms like Facebook and YouTube, which are highly fragmented in terms of content, we want to position Dekkho as a hyper-local, curated video platform. This will be supplemented by an engaging social layer aiming to represent India’s first large-scale video network. To effect, the platform will have a unique, localised avatar for each region and leverage the rising digital penetration across tier II and III towns in India.”

Around 65 per cent of users on Dekkho belong to tier II and III cities. Around 30 per cent of these users have been acquired through focused regional marketing and do not consume videos on YouTube. As part of its marketing strategy, Dekkho has tied up with leading telecom operators and original equipment manufacturers (OEMs) to offer greater exposure to content developed by independent creators. Users streaming videos through Jio Internet subscriptions constitute nearly 30% of the total video consumption on the platform, contributing significantly to the growth among this demographic.


Brightcove expands into India, counts Republic, SonyLiv, Dekkho & Hero among clients

Dekkho to identify non-production house talent, plans four web series in Sept-Oct

Latest Reads

BTVI brings power packed line up to decode Budget 2018

As the Central Government gears up to present the last full budget before elections in 2019, India’s premiere English business news channel, BTVI has launched a power packed line up of shows in the run up to Union Budget 2018. Given the significance of this budget, the channel has aptly introduced...

iWorld Over The Top Services
hoichoi launches new brand anthem to celebrate life

After entertaining audiences with the best in Bengali entertainment, hoichoi, the world’s largest digital platform exclusively for Bengali content, has now launched its brand anthem. The anthem is an ode to celebration and talks about taking a break from busy schedules, getting together and having...

iWorld Over The Top Services
Live coverage of Australian Open 2018: #LIVtheGrandSlam

SonyLIV, the premium OTT platform of Sony Pictures Networks India (SPN), is all set to stream the Australian Open 2018. Also, known as the ‘Fans Slam’, the Australian Open is chronologically the first of the four Grand Slam Tennis events of the year. It will play out on SonyLIV from 15-28 January...

iWorld Over The Top Services
Launch of 1st indian sports radio channel - sports flashes

Sports Flashes, India’s biggest Multi-sports app launched the first Sports Radio Channel of India.

iWorld Over The Top Services
Sports fans power 35-40% of traffic on SonyLiv

MUMBAI: Contrary to popular opinion, SonyLiv is attracting a significant quantum of viewership courtesy its base of hardcore sports fans. Despite a concerted effort to provide entertainment across genres, sporting events have managed to pull in the eyeballs for the over-the-top (OTT) player in...

iWorld Over The Top Services
Amazon prime music inks a deal with zee music company

Amazon today announced a content deal with Zee Music Company that will add over 450 film soundtracks in Hindi & regional languages alongside 250 Independent artist content thus adding to the wide catalogue of millions of Indian and International songs on Amazon Prime Music. Soon to be launched...

iWorld Over The Top Services
Airtel offers free Amazon Prime subscription on plan

Bharti Airtel and Amazon India have joined hands to ring in an entertaining new year for customers. New and existing Airtel postpaid customers with an infinity plan of Rs 499 or above will get a one-year Amazon Prime membership, worth Rs 999 for free.

iWorld Over The Top Services
Evergent expands internationally and opens sales offices in india and south america

a leading provider of cloud-based, user lifecycle management solutions for video service providers, today announced the opening of two new sales offices in Mumbai, India and Sao Paulo, Brazil that will service the India, South Asian and South American markets supporting customers and partners —...

iWorld Over The Top Services

Neeraj Bhargava

Kinsane to launch a digital-first kids' entertainment company

Kinsane Entertainment Inc (Kinsane) is ready to storm the kids’ entertainment space globally. A digital-first company, Kinsane will create content for kids aged 2-11 years in numerous languages and distribute that content globally through a variety of advertising, subscription and transaction-...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories