iWorld

SonyLIV aims for Tamil, Telugu markets with original-first strategy

The OTT platform is primarily targeting the 18-34 age group.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/01/SonyLIV_Tamil_Telugu.jpg?itok=1b8eR4Br

MUMBAI: As content consumption in regional languages is going to be the next big thing, over-the-top platforms in India are expanding their footprint in every major market. SonyLIV, which already made its foray in other local markets, has now marked its entry in South India. With over 4000 hours of language content, the video-on-demand platform recently launched its service in Tamil and Telugu. Sony Picture Network India’s (SPNI) digital arm is primarily targeting the 18-34 age group and aims to make a difference with an original-first strategy.

Speaking about the market insights which led the platform to make this move, SPNI digital business head Uday Sodhi said 4G penetration and propensity to consume content is among the highest in these two markets. He noted that there are 80 million users in the South Indian market, out of the 300 million odd digital video market of the country who were not being served by SonyLIV.

“Also, beyond Hindi, Marathi, and Bengali, the next two big languages in terms of consumption is Tamil, Telugu, multiple reports we have seen seem to suggest that. Both the industries have a very strong film, TV industry, strong economy and therefore, large advertising ecosystems. So if you put all of that into place – great content, very engaged consumer, and monetisation ecosystem – it makes perfect sense to get into those markets,” Sodhi added.

While the platform has started with AVOD model, it will move to a subscription model too. Sodhi said that the service has national brands on board for now but is in the process of tying up with local brands.

The content catalogue currently includes 30-40 linear channels in both languages and over 300 movies in both the languages. Some Sony crime shows have been dubbed in Tamil and Telugu. As he shared, they are almost ready with three to five originals in both the languages and will be rolling out these originals from the month of June or July. He also said that SonyLIV has started acquiring the rights of movies in these languages.

“There is no concept of a latecomer in content. The content we are offering is unique. The market is at an early stage. Among all the broadcasters, we will have an original-first strategy in the South,” he noted.

According to him, SonyLIV has strategically invested in the new markets. Moreover, a lot of money has been pumped into digital commentary on sports available in Tamil and Telugu. Marketing would also take up a good size of money with digital being the focus. However, he also noted that outdoor marketing would not be ignored.

“This is a big market for us. The advantage now we have is to address a much larger population. This will help us increase our reach significantly,” he signed off.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/eortv.jpg?itok=1WKC3eQ6
LGBTQ-focused streaming service EORTV launches website on OTT platform

MUMBAI: OTT media service platform EORTV has launched its website www.eortv.com with a differentiated philosophy to focus on the LGBTQ audiences and other communities. The mission of this new OTT platform is to be inclusive and create acceptance for all communities in society by eliminating any...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/nimot.jpg?itok=usv1PXHQ
Game-streaming app NimoTv launches in India

MUMBAI: Live streaming platform for games and e-sports NimoTv has officially been launched in India. NimoTv is the overseas unit of Chinese game live streaming platform Huya. The app is available for Andriod and iOS users. NimoTv is a platform for all the gamers to stream. The company intends to...

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/voot.jpg?itok=_EsTqTGf
Voot partners with upGrad, expands content play to edutainment

MUMBAI: Leading streaming platform Voot has tied up with the largest online higher education company upGrad. This opens a doorway for consumers and working professionals to seamlessly access the best of entertainment and education videos, all under one roof.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/azaz.jpg?itok=02OaOEdR
Ayaz Memon Joins 1 Play Sports

MUMBAI: Sports media narrowcasting startup in the Asia Pacific 1 Play Sports has brought sports journalist Ayaz Memon onboard as consulting editor-in-chief, India from May 2020. Memon, a media veteran with over 40 years’ experience, will lead the thrust for 1 Play Sports to deepen its roots and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/28/sony.jpg?itok=A-IknfG5
Applause Entertainment signs multi-show deal with SonyLIV

Applause Entertainment has announced a content licensing deal of four premium drama series with SonyLIV, the popular on-demand video streaming service from Sony Pictures Networks India.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/ratnakar.jpg?itok=BXtxet53
Silly Monks appoints C Ratnakar Rao as non-executive chairman

MUMBAI: Hyderabad-based digital media entertainment company Silly Monks Entertainment Ltd has expanded its board of directors with the appointment of independent director and chairman C Ratnakar Rao.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/docubay.jpg?itok=-e7FSqZo
DocuBay now available on Roku streaming devices in the US, Europe

MUMBAI: DocuBay, the global premium membership streaming service by IN10 Media Network, is now available on Roku streaming devices in the United States, United Kingdom, Ireland and France. The DocuBay channel is now available from the Roku Channel store on Roku devices, expanding DocuBay’s...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/sonyliv.jpg?itok=5z8Epan7
SonyLIV 2.0 embarks on a journey with brand new identity, original premium content

One of the early movers in the Indian over-the-top (OTT) ecosystem set out on its quest to reimagine the business in the latter part of 2019. Starting with a rejig in leadership last year, SonyLIV has now brought one of the most noticeable changes to its look: content strategy.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/add-times.jpg?itok=XahwGArI
Bengali OTT platform Addatimes launches in Bangladesh

MUMBAI: Addatimes, Bengali entertainment OTT platform and web channel with music, original web shows and short films, has launched in Bangladesh to coincide with the Eid-Ul-Fitr celebrations. Addatimes is targeting five million subscribers within the first years of its launch. The yearly...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required