Devotional category is important growth driver for Shemaroo Entertainment: Hiren Gada

It launched another show Shemaroo Bhakti Studio last week.


MUMBAI: Shemaroo Entertainment has been betting big on devotional category with its recent show launch of Shemaroo Bhakti Studio. From launching devotional devices to various shows and apps in the last one year, this segment has definitely emerged as an important part of its overall business strategy. The content powerhouse has seen impressive growth in this category too.

Shemaroo Entertainment CEO Hiren Gada spoke to Indiantelevision.com on Shemaroo's growth, focus on devotional category and show availability on various platforms.

Will the new show be exclusive to your OTT platform?

I would not really call it a show. It is much larger than just a show. It is a platform for new talent, music and devotional content to get created and discovered. So, it will be available on all distribution platforms - DTH, digital and on Shemaroo Me, Shemaroo Bhakti. It will be available on YouTube too. Even the audio part will be available on all the major audio streaming platforms. The whole idea is that it is the platform which is important. Essentially, we want to put together, create this platform where talent and content can be created, promoted, discovered and the audience also can have easy access to this talent.

Which is the key demographic you are targeting through this show?

Devotion actually cuts across age. The idea will be that the younger audience is better served with this kind of content.

How has been the initial response to your recent devotional device?

The initial response has been very good. We just launched a third device into devotional space which is a smaller device Bhajanbani which has 221 songs and aartis of Ganesh because Ganpati festival is coming up. We just launched that a few days ago. It comes in Hindi and Marathi languages and is priced at Rs 2000 a month. Earlier products were priced at Rs 4500 and had more content and powerful speakers. Right now we are placing it in retail and different parts of the country, opening new distribution channels and tying up with more distribution outlets.

How important is devotional segment in your overall digital strategy?

It's a very important focus for us. In terms of scale, even today Bollywood has a large scale. This is one more important initiative for us. This, I hope, will expand the market in terms of connecting different kinds of consumers to the devotional category.

How do you expect devotional segment to contribute to your overall revenue?

We are in the process of putting our business plan together. Definitely, devotional will form an important part of our overall business mix. I would still say at this point that Bollywood definitely is a large contributor and the market won’t change in a hurry.

How has the category grown in the last one year?

I think we have experienced good growth particularly because we have been investing in content in a big way. We have been investing in production value. Shemaroo Bhakti Studio is an example of the kind of investment we are making in terms of creating a platform for talent, investing in the production values and marketing etc. As a result of all of that, we have seen very good growth on our platforms.

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