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Viu goes regional with original

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MUMBAI: Vuclip has announced that its premium OTT service Viu, will launch the production of originals, both in long and short form, in regional languages this year, beginning with Telugu. For the same, Viu is partnering with Annapurna Studios, a leading production house for film and TV content, with Telugu film hits such as Shiva, Ninne Pelladutha, Rajanna and Manam in its roster.

“We know the kind of fervor Telugu films evoke. As a brand, we are a celebration of this fandom and are proud to partner with Annapurna Studios, one of the best production houses in the business. Going regional with our Originals content strategy is a means to bring premium local entertainment to the global Telugu audience” said Vuclip India country head Vishal Maheshwari.

It will co-produce a premium and uniquely youthful urban entertainer in Telugu titled PillA through this partnership in association with one of South India’s fastest growing digital networks, Tamada Media to be directed by Pavan Sadineni. This show is scheduled to be released in the first quarter of 2017.

The partnership will also see the co-production of a wedding comedy set in rustic Amalapuram with a working title Pelli Gola which is directed by Mallik Ram.

The management of Annapurna Studios said, “Digital is gaining traction and mobile and laptop screens are the screens of choice for today’s youth. You can win this audience only by giving them high quality content that resonates with their evolved way of thinking and entertainment preference. Our pedigree and longstanding experience in the Telugu film industry along with Tamada Media’s ability to attract the right talent and execution prowess and Viu’s digital experience and deep consumer insights makes for a win-win combination."

Additionally, Viu will host two short form original shows titled Munching with Mahathalli and Cinema Pichollo in Telugu on 18 February that celebrate the fandom of Tollywood cinema. It has partnered with Tamada Media and Whacked Out! Media, respectively for these two short form originals.

Munching with Mahathalli is a 26-episode series in which Tollywood’s Jahnavi Dasetty conducts satirical interviews with stereotypical characters of the Telugu film industry played by her. The show will have special guests from the film industry who will be seen having a gala time with Jahnavi on the show.

The other show starring ‘Viva’ Harsha is a celebration of Tollywood cinema and the fanaticism associated with it. Titled Cinema Pichollo, the star will be anchoring the show along with Shanmukh Jaswanth in a 26-episode series.

In addition to adding Telugu premium shows to its catalogue, Viu will become the first OTT VOD service in India with customized video offerings in regional languages starting with Telugu.

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