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Voot sets its sights on regional & premium ad-free content

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MUMBAI: It’s time for Voot to woot because the 18-month old digital venture from the Viacom18 stable witnessed four fold the growth in video streaming in November.

According to App Annie's November report, Voot is at third position with 7.5 billion minutes of total time spent. The top two slots were taken by Hotstar and Jio TV. For 2018, Voot’s focus is on original and regional content with Tamil in focus. Kannada, Marathi and Bengali are also on the radar. “We will create originals and also dub content into other regional languages,” says Voot COO Gaurav Gandhi.

The first quarter of 2018 is dedicated to regionalisation while the next three months are dedicated to international expansion catering to the global Indian diaspora. Simultaneously, the second quarter will see Voot’s focus shift to premium ad-free content such as original series and movies. Gandhi says that there are 30 million Indians living overseas and the expansion will be to the US, UK, Canada, South Africa, Singapore, Indonesia, etc.

The year also has something for kids with 30 new shows. There will be 20 shows in six languages that is a part of Voot’s aggressive ‘going regional’ plan. Last year it won the innovation award for content distribution for its progressive web app (PWA) at the International Broadcasting Convention 2017. This year, it wants to make video available offline on its PWA.

Voot is getting a makeover with a new logo, refreshed packaging and a brand film that shows Voot as the ultimate entertainment destination. Says Voot head – marketing and partnerships Akash Banerji: “To connect with the audience, we need to connect with them on a thought level. #WHYNOT is not just an expression or a phrase, it is a belief system, a philosophy and a mindset that Voot as a brand aims to foster and encourage in this country.”

The new brand campaign for Voot, created by Mullen Lintas, is designed to gratify the dynamic media consumption patterns of a new age user, seeking entertainment on their own terms.

Mullen Lintas national creative director Shriram Iyer says that the campaign is about people who, unhappy with current content choices, moved to Voot. He says, “The idea of any new technology is to question the status quo. And Voot’s new campaign is all about that. The current campaign is about them and their question to the world ‘Why not’.”

Voot, as a part of both AVOD and SVOD model, has bagged 175 advertisers and 350 brands trust in the year 2017. Gandhi says that this year advertisers have excitedly taken part in participating in various digital offerings, which eventually increases the revenue of content providers.

Refering to the highlights of the year 2017, Gandhi says that Voot has gained 32 million monthly active users, six million plus daily active users, and 50 minutes time spent per viewer per day. Its daily time spent has taken it to the second position after Netflix, according to App Annie report. Colors’ flagship show Bigg Boss has given Voot 550 million views till date and 60 minutes average time spent per viewer per day. Even a show like Splitsvilla, which has male viewership of 52 per cent, got 150 million views.

Voot has grown exponentially during the year by banking 10 original serious in the account till date. The next step is to break the regional barrier.

Also read:

Our work culture fosters leaders: Viacom18's Sudhanshu Vats

Bigg Boss Season 11 garnered 70 mn views on Voot in 10 days

Voot originals' strategy of disruptive shows unfolds with 'Yo Ke Hua Bro' from 18 Aug

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