Live.Me to begin broadcasting shows in May
The Chinese live video chat app Live.Me debuted in India in April 2017 in direct competition with Facebook, Twitter, Musica.ly, YouTube, and others
Live.Me, the Chinese live broadcasting video chat app from the Cheetah Mobile stable, is all set to begin live streaming professionally generated content on weekdays from the second week of May. The content will span a variety of topics from Bollywood, food, health, sports, etc. and will run through the day, said Johnny Wu, Regional Operation Director, Social Entertainment, Cheetah Mobile. “We will have two to eight shows being broadcast live from our studios in Mumbai, Delhi and Bangalore,” he added.
Live.Me debuted in India in April 2017 in direct competition to Facebook, Twitter, Musica.ly, YouTube, etc. Live.Me allows users to interact with other users and social influencers 'live.' The app follows a unique monetisation model whereby fans can send virtual gifts (like lollipops, diyas, etc.) to their favourite content creators. Creators can encash these virtual gifts in the real world. Wu said that even though the model has been introduced for the first time in India, he has witnessed a significant uptake. “We have seen this gifting culture take off in India over the last year with Live.Me community members using their credit and debit cards to purchase the digital gifts,” he said.
Having raised $50 million from China-based tech company Bytedance in November 2017 and $60 million in May 2017, the app's primary focus is building healthy and good quality content. “We do have brands approaching us for advertising on the platform, but for now we are concentrating our efforts on content creation,” he said. Wu’s focus in India is to create Bollywood related content, such as chat shows with celebrities. He also sees a lot of potential in sports-related content.
Brand safety and bad content is a huge concern for Live.Me just like other platforms that attract user-generated content. Live.Me uses algorithms to screen profile names and photos and manual screening of content posted to the app. “We have ten people sitting in our Delhi office monitoring the content uploaded to our app and control quality of content on the app,” he said.
Live.Me first launched in the US in 2016 and was ranked #1 under the social app category for the region on Google Play, and top 3 on the App store. According to Wu, India is the second biggest market for Live.Me after the US. In India, Live.Me is popular among youth from metros and non-metros alike. Cities like Delhi, Mumbai, Pune, Hyderabad, Surat, Lucknow, among others, have already hopped on to the Live.Me bandwagon. While Wu is excited about the possibilities that the Indian market holds, the only issue he wants the powers that be to address in India, is that of internet connectivity.
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