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Shemaroo forays into astrology with Dominiche Productions

Dominiche Productions has more than 400 hours of programming content currently

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MUMBAI: Content powerhouse Shemaroo Entertainment (Shemaroo) has forayed into the astrology segment with a strategic investment by acquiring 50 per cent stake in Dominiche Productions. While the deal will help Shemaroo to tap one more niche genre, Dominiche Productions will also be able to leverage the distribution network of the former across traditional and digital medium. Moreover, Dominiche also has plans to enter three to four new genres going forward.

“At Shemaroo, we always believe in being at the forefront when it comes to venturing into new segments. A decade ago, we entered the devotion category and are now one of the leaders in this segment. With this strategic investment in Dominiche, we aim to reach out to a larger audience base by adding scalable new categories of the future, like astrology, to our bouquet of offerings,” Shemaroo Entertainment CEO Hiren Gada commented.

Explaining the unique proposition of content from Domiche, Gada also noted that this service is based on different needs across different aspects of astrology. According to him, rather than promoting a person it focuses on the needs of the consumers and how that can be addressed. Moreover, Dominiche also has a comprehensive existing app called Astrology TV.

“When Utpal Vaishnav and I founded Dominiche, we were clear about our vision to create India's largest powerhouse of content, aggregating the most scalable genres of the future. In our quest to get there in a hurry, Shemaroo came across as the most aggressive and respected player in the market to join hands with to catalyse our efforts to get there. Our journey has begun with Astro as a genre, where we have seen huge traction since launch. We plan to present more such captivating genres and categories in the near future,” Dominiche Productions co-founder and executive director Adarsh Gupta commented.

Dominiche also has more than 400 hours of programming content currently covering predictions, numerology, tarot card reading, vastu shastra, palmistry and face reading. Its service is already available on DTH platforms like Airtel, Dish TV, d2h and on digital platforms like NDTV app, Jio TV, SonyLIV.

Talking about marketing initiatives, Gada said that on B2B front it will be easier as Shemaroo has an existing reach across DTH platforms, OTT platforms and telecom players. In the case of B2C marketing there will be service-specific strategies.

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