South Indians will soon have a mobile-first video content platform to head to for engaging content with a south Indian flavour to them. This latest platform YUV comes from the stables of Tamil Nadu-based KPV (Kavi Puvi Viamedia Pvt Ltd).
YUV will be an exclusive online video platform with both mobile and web presence. YUV will use advanced data capabilities to offer curated content to viewers. The Story Mill (TSM), KPV’s content production studio will generate original content in the four south Indian languages of Tamil, Telugu, Kannada and Malayalam for YUV. YUV will be launched post-January and will be available on both Android and iOS platforms.
South Indian Twist
With YUV, south Indian audiences who have so far been watching content on YouTube alone will have a new and fresh option to choose from. YUV will offer a bouquet of video content, from 15-minute web series and branded entertainment content to music and info/edutainment. There are plans to also dub the original content into Hindi for the Hindi-speaking audience.
Explaining why KPV decided to create content exclusively for the south Indian audience, B.S.Radhakrishnan, CCO, KPV, said, “A love story in Mumbai and a love story in Chennai will be very different. The content on YUV will have more of the Mani Ratnam and K Balachandar flavour than a Karan Johar or Aditya Chopra.” This new venture will also give south Indian creative artists a platform to showcase and monetise their content.
TSM has been producing content for the last 18 months and is poised to complete the first 100 hours of its first webseries titled LIVIN’ in Tamil and Telugu. LIVIN’ will have four seasons of 13 episodes each. There will be 6 more original webseries that will be available for viewing when the platform is launched. KPV will make short 15-minute episodes that will have no interruptions. “KPV understands the shrinking attention span and ad-shunning attitude of audiences and strongly believes that the online audiences of today deserve content with little to no interruption at all,” the press release said.
According to Radhakrishnan, the CPM model is not the best revenue model. “It will take a long time to be realised and is therefore not viable.” In addition, the general tendency of the audience is not to subscribe for general entertainment. So, the team hopes that brands will help undercut the costs of production and distribution.
KPV is a new business initiative by R. Lakshmipathy from the Dinamalar family(leading Tamil newspaper) family, Gautham Swaminathan is the CEO/CFO of the company and Radhakrishnan the creative head behind the project has been the former CEO of Radaan Mediaworks of Chitti (Choti Maa – Ek Anokha Bandhan) fame.