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We have been No 2 in engagement in India for six months now: CMO, Viu India

27-April-2018
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We have been No 2 in engagement in India for six months now: CMO, Viu India

Viu, the VOD platform by Vuclip and PCCW that recently completed two years, is all set to enter the Tamil market within a quarter with a mix of syndicated and original content of around five to six series. It has lined up 20 originals in Hindi, Tamil and Telugu (from now till the end of the year).

The OTT player, which is more skewed towards quality output and engaging users, claimed that it has reached second spot in engagement, according to third-party apps AppAnnie and Similar Web.

Shantanu Gangane, Chief Marketing Officer-Viu India, claimed, “Without slicing and dicing data, we have been Number 2 for the last six months when it comes to engagement in India. You can check that at Similar Web and App Annie. That metrics is really important to us.”

Globally, the app has been downloaded nearly 30 million times with more than 17 videos consumed per week on an average and 1.2-1.8 hours of consumption per day.

On the completion of two years, Vishal Maheshwari, Country Head of Viu India, said, “Since day one, Viu has emphasized global expertise coupled with local execution, as you can clearly see from our track record. We’re doubling down on that in 2018, ramping up our offering of quality originals at an exciting pace and engaging viewers in new ways, including bringing fresh content to the Tamil market.”

When it comes to the consumption pattern, Viu has found takers for its Telugu, Korean and few Hindi shows.
The CMO explained, “On ’Pelli Gola and PillA’ (Telugu), we saw increasing numbers of repeat viewers week-on-week. On ‘Spotlight’ and ‘Gehraiyaan’ in HSM, we saw a huge amount of uptake when it comes to funneling from other platforms, be it third parties where we promote it. Korean shows have their own niche following across Pan-India (whether it’s Bangalore, east or north).”

Their ‘McDowell's No1 Yaari’ franchise, which started off in Telugu with actor Rana Daggubati, was a hit among the viewers and its Marathi and Kannada versions were also created. The idea of simulcasting on GECs found favour among advertisers as well. 

Gangane added, “Advertisers find value in this kind of silmulcast because they have found different audiences being addressed by the same content piece when it comes to television and digital. That’s where they continue to invest with us. That’s encouraged us to look at more and more different regional offerings as well.” 

The platform is getting aggressive on distribution and partnerships. 

“We are increasing our partnerships. We are on Amazon Firestick which gives us immense amount of traction and usage time. Apart from that, we are present on daily hunt, Xiaomi television stacku, Samsung galaxy and phones,” he said.

Gangane also hinted at telecom tie-ups in the near future. The platform, which works on a freemium model, has started making efforts towards subscription and has met with a decent reception.

“There is a lot of uptake on content which is behind paywall as well. Audience is ready to pay for the content they care about. Hence, we are seeing potential over there.”

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