iWorld

We want VOOT Kids to be the go-to destination for parents: Viacom18's Saugato Bhowmik

VOOT Kids is priced at Rs 99 per month and Rs 799 per year

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/13/voot.jpg?itok=YXlO7kvo

MUMBAI: Viacom18, after establishing its main OTT service Voot, is now entering the digital space for kids with VOOT Kids. The subscription-based app targets the age group of two to eight year olds.

VOOT Kids, which is priced at Rs 99 per month and Rs 799 per year, houses content in seven different languages. While all of the content is available either in Hindi or English, a certain part of the content is also available in five other regional languages. VOOT Kids business head Saugato Bhowmik said that the content will soon be available in all the seven languages. The app has 20,000 pieces of content including over 6000 hours of video.

“Parents are always looking to curate multiple fun-learning opportunities for their kids because parents believe in holistic development of their children which means emotional development, mental faculties development, social skills development, physical development and entertainment. They are looking for all these developmental needs like curating multiple different fun-learning opportunities for their child. They invest in DYI, books, toys, crafts, puzzles today and they are spending a lot of money. So, for us the challenge was how do we go beyond entertainment where we are leaders and create a leading proposition which nobody has been able to do till now delivering both entertainment and fun-learn together,” he said.

Bhowmik is confident that people will subscribe because VOOT Kids seamlessly delivers and offers videos and tools, fun-learn tools, e-books, audio stories, fun-learn quizzes across five skill domains with parental control in a kid-friendly environment and design.

Considering their offering, the company feels that the pricing is justified. Parents are anyway spending a lot on each of these individually.

“We believe that fun-learning multiple different skills is very important at this stage. As you grow older, formal pedagogy becomes much more important. We did not want to get into that. We are not an ed-tech platform. So, that’s the clear choice we made. We wanted to impact early skill and learning development skill of the child. We also believe that this age group is not being served properly. There is lot of offering for 8-10-year-old kids. This early generation is under-served. We did not find anything that serves fun and learning together,” he explained the rationale of the target group.

The platform wants to leverage the entire power of Viacom18 for marketing the new kid in the house. Although it has its own media vehicle at home, it will still go beyond that by running cross-media, cross-TV, out-of-home campaigns along with on ground activities and influencer marketing. Bhowmik added that it will also be engaging in conversation with school, school teachers and the entire community in future to drive the message that screen-time is not bad if parents can make it meaningful.

Interestingly, the app just launched two days before Children’s Day. “We just want VOOT Kids to become the go-to destination for parents. If we are able to do that, there are millions of households who are willing to invest money in valuable fun-learning services like us,” he signed off. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Amazon_Prime-Video.jpg?itok=aO74Vin1
Amazon Prime Video starts festive month with popular titles

MUMBAI : Amazon Prime Video has started the festive month with an exciting selection of popular titles across Indian and International entertainment, including the returning seasons of two popular Amazon Original Series. Riding high on the phenomenal success of Season 1 and a momentous...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Reed_Hastings_new.jpg?itok=ZTpBWhWv
Netflix to spend Rs 3000 crore on Indian content

Netflix is upping its India game significantly as the streaming giant is ready to spend Rs 3000 crore on Indian content for this year and the next. Netflix founder and CEO Reed Hastings spoke about the investment during his India visit on Friday while illustrating the country’s important in their...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/Airtel-Bharti%20Airtel.jpg?itok=lEUbfoXc
Bharti Airtel to raise up to $3 billion

The board of directors of telecom player Bharti Airtel Ltd approved the telecom operator’s proposal to raise up to $3 billion in account of the issue of overdue fees it owes the government.

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/Netflix.jpg?itok=6gUsjdMn
Netflix available in more than 300 mn pay-TV households

MUMBAI: A new report from UK research firm Ampere Analysis has said that Netflix is available in more than 300 million pay-TV households. It also added that more than 50 million of those have come during 2019. The reach through Pay TV partnerships is almost double the company's current global...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/digital-media.jpg?itok=57evATmW
Esports, streaming wars, shopvertising to dominate digital media trends in 2020

Technology will continue to disrupt and reshape the digital media industry in 2020, presenting new opportunities and challenges for advertisers and media owners. While digital media will continue to grow globally, the coming of new technologies, platforms and digital touch points will force...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/tvf.jpg?itok=8LU2Lrwd
TVF launches new series ‘Cubicles’ in association with DSP Mutual Fund

MUMBAI: Walking its talk to launch new innovative shows, pioneers in digital content and entertainment, The Viral Fever along with leading asset management company, DSP Investment Managers Private Limited is all set to add a new original to its repertoire with the release of TVF Originals ‘Cubicles...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/jio.jpg?itok=Gx0G0YDu
Jiocinema to bring Sun NXT’s South Indian blockbuster catalogue to Jio users

MUMBAI: JioCinema, the on-demand video platform yet again surprises millions of Jio users, especially the South Indian Movie Buffs! In association with Sun NXT, the online video streaming platform from Sun TV Network, JioCinema will present the best of south Indian movie catalogue to Jio users...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/shemaroo.jpg?itok=KIDIlh0c
Shemaroo Filmi Gaane hits the record-breaking mark of 30million subscriber base

MUMBAI: Another feather added to the cap of India’s leading content powerhouse Shemaroo Entertainment. Its leading YouTube channel Shemaroo Filmi Gaane hits an outstanding mark of 30 million subscriber base. Shemaroo Filmi Gaane YouTube channel is the 5th most subscribed channel in India and...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/1.jpg?itok=1COFNGrr
Continuously launching content targeted at different taste clusters ensures good retention: ZEE5's Aparna Acharekar

Among the home-grown over-the-top platforms, ZEE5 has shown most aggression in creating its original content library. As a part of its content strategy for the upcoming year, franchises will play a key role along with a line-up of nearly 20 original films.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories