iWorld

TVF, Ola Cabs & the Permanent Roommates association

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/internet-images/2016/01/29/POSTER%20NO%201%20-%20PR2%20T-Shirt%20%281%29.jpg?itok=FKr7liWB

MUMBAI: One of India’s popular YouTube channels and digital producers, The Viral Fever (TVF), is back with the second season of its flagship web series Permanent Roommates . And how!

Touting it as the best web series that TVF has put together so far, TFV CEO and founder Arunabh Kumar has high hopes from this ambitious project. The company is making this production in association with call taxi service Ola Cabs as of Permanent Roommates season 2.

While Kumar refused to divulge any details, a source close to the development guesstimated that Ola has shelled out  an eye-popping Rs 2.5-3 crore for backing the production.

Slated to go online on TVF Play and TVF’s YouTube channel on Valentine’s Day, the new season will consist of eight 30 - 40 minute long power packed episodes.

It will take off from where season one left off — the drama in the lives of Internet’s most-loved fictional characters Tanya (Nidhi Singh) and Mikesh (Sumeet Vyas). The episodes are scheduled to air fortnightly. And the theme is “The Third Kind of Love.”

Kumar expects viewership to touch four - five million per episode, which hardly comes as a surprise given last season’s success.

Launched in October 2014, the web series grossed over 12 million views for five episodes that aired on YouTube, with every episode having more than a million views making it the (claimed) second most watched online long form content in the world.

“Our target is to cater to and retain the three million viewers who already follow Permanent Roommates and maybe expand our viewership by a couple of more million. We have weaved the content so that it is not only a youth-based love story but also has elements of interest for the entire family. We have some surprises for all of them,” adds Kumar.

What’s more, with a big chunk of sponsorship money in, the pressure is on the creative geniuses to up the ante now. Season One had CommonFloor as the brand partner; hence, the home was one of the main protagonists.

Will season 2, see them going around in taxis or make mentions of them using the service like the duo does in the promo that released today?

“We do work really hard in trying to integrate the brand’s value through the storytelling and send across the brand statement through the narrative rather than a product placement in a 10-second shot,” says Kumar.

If the guesstimated sponsorship amount of Rs 2.5 crore to Rs 3 crore is right, then TVF has a budget of Rs 30-35 lakh per episode at its disposal, which is far higher than the commissioning fees for fictional TV shows on GECS which are in the range of Rs 7 to Rs 15 lakh per episode.

“We generally take six to nine months to complete a production. We pay attention to detail and operate on a crew of almost a hundred people,” explains Kumar, adding that one can’t compare it to television as television mathematics work completely differently.

The latest teaser released by TVF has already created a buzz amongst netizens with over a lakh views in just a few hours. Fans can expect a longer promo from 4 February onwards leading up to the show’s launch on 14 February.

Surprisingly, with a scale this high, TVF continues to confidently depend on word of mouth and social buzz to increase its audience.

“We don't have any solid marketing strategy in place. We will do what we usually do, post messages on our respective social media accounts and our ever attentive fans will spread the word,” Kumar says confidently.

Having said that, TVF is also looking at dabbling in conversational marketing by collaborating with several partners and maybe go beyond digital and make the shows presence felt offline.

In the new content ecosystem, everything goes, doesn’t it?

 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/16/sunil-kumaran_big-fm.jpg?itok=ZmRpt-VW
Big FM elevates Sunil Kumaran as chief operating officer

The leading radio network Big FM has elevated the chief brand and digital officer Sunil Kumaran as the chief operating officer. Kumaran will spearhead revenue and technical functions besides continuing his current responsibility of brand and boosting digital growth of the network.

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/16/pie.jpg?itok=tcO9YUJ1
Global SVOD subscriptions to grow by 485 million: Research

Global Subscription Video On Demand (SVOD) subscriptions will surge by 485 million between 2021 and 2027 to reach 1.69 billion. Six US-based platforms will have 988 million paying SVOD subscribers by 2027, up from 612 million in 2021, according to a report by Digital TV Research.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/16/yugal-kishore-sharma.jpg?itok=mZu0XlV4
We aim to double our current subscriber base: OIL CEO Yugal Kishore Sharma

OneOTT Intertainment Ltd (OIL), the broadband subsidiary of NxtDigital Ltd (NDL), the media vertical of the Hinduja Group crossed one million wired home broadband subscribers. OIL added over 200,000 subscribers in the fourth quarter of FY22 recording a growth of 65 per cent over FY21.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/14/memem.jpg?itok=vbQpPe1h
Instagram shares top trends and themes from Indian Memeaverse

Photo sharing site Instagram has revealed that memes have become a pivotal part of pop culture on the platform and it shared the top trends and themes from the memeaverse in India. Comedy, crypto, gaming and astrology memes are the most popular memes on Instagram.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/14/vid.jpg?itok=AyjSGqyK
Vidnet’22: How OTT is accelerating tech infrastructure investments

How has the exponential growth in consumption of OTT content impacted the tech - especially hardware – infrastructure needs of those running streaming platforms or serving video entertainment to consumers?

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/13/trai1.jpg?itok=o6yrgxFO
Stakeholders can send feedback to TRAI's recommendations on MSO's platform services by 23 May

TRAI has announced on Friday that any stakeholder desirous of sending their views/comments/suggestions on the proposed Regulatory Framework for Platform Services offered by MSOs and TRAI's recommendations can do so through email by 23 May.

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/13/ott-platforms.jpg?itok=fD--ee7m
Regional OTT players veer towards aggregation model

With 53 over-the-top platforms (OTT) offering video, music, gaming and news content in India, regional and niche OTT platforms are veering towards an aggregation driven model to grow revenues. A report by E&Y stated that 400 million consumers will consume content via telco and aggregator...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/13/trai22.jpg?itok=xXUZZCiA
Vodafone Idea loses 2.81 million wireless subscribers in March: Trai

Mumbai: Bharti Airtel added 2.25 million wireless subscribers in the month of March, as per data by Telecom Regulatory Authority of India (Trai). Reliance Jio added 1.26 million wireless subscribers and Vodafone Idea lost 2.81 million wireless subscribers during the same period, the data revealed.

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/12/the-kashmir-files.jpg?itok=qyAoiFlt
Zee5 to release 'The Kashmir Files' in regional and Indian sign language

Zee5 becomes the first OTT platform to release a Bollywood commercial film with Indian Sign Language (ISL) interpretation, making it accessible for deaf people. The ISL interpretation for ‘The Kashmir Files’ was carried out by ISH News, which is the one-stop news and awareness channel for the 18...

iWorld Over The Top Services