Viu's 'Tollywood Square' ropes in SBI Life as one of its sponsors
The OTT service provider also happens to be the powered-by sponsor of the show which is a partnership between Viu, Morris Street Advisors and GroupM's Motion Content Group
Viu, the OTT service by Vuclip and PCCW, has roped in SBI Life as one of the sponsors for its latest show 'Tollywood Square,’ the Indian version of the CBS’ successful iconic game show ‘Hollywood Squares’ in Telegu, according to sources. It is already in talks with other brands from FMCG, beverage, banks, insurance companies and handset manufacturers to bring them on board for the same.
The show went live on January 27 on one of the leading Telegu GECs Star Maa and OTT service Viu, who also happens to be its powered-by sponsor. The OTT service joined hands with investment banker and content provider Morris Street Advisors and GroupM’s Motion Content Group to execute it. 'This is the first time we have been able to get CBS to India,” says Sameer Gogate, Head Monetisation & Distribution, Vuclip Inc. The boutique investment firm (Morris Street Advisors) acquired the format rights to ‘Hollywood Squares’ from CBS Studios International for India.
The 26-episode bi-weekly game show, hosted by film and television actor Navdeep Pallapolu, cost approximately Rs 25 lakh according to industry sources and took 6 months to complete. It will be produced in other regional languages like Kannada and Tamil apart from Hindi.
Telegu channel Star Maa is playing an active role in marketing the show, especially outdoor as well as, on and off air. Viu is taking care of the digital marketing aspect. Gogate adds, “We are looking at giving content reach to our digital platform.”
Vishal Maheshwari, Country Head, Viu India said, “We are thrilled to bring the most sought-after celebrity game show of Hollywood Squares, regionalized for our Telugu audience. At Viu, our constant focus is to bring refreshing narratives and exciting new formats that appeal to the millennials. Our insights gave us the belief that a format like this, which is iconic in its own right globally, would be a timely new addition to our bouquet of differentiated content. We are happy to partner with StarMaa and Motion Content group to bring this internationally recognized show format for our audiences. This is an innovative content partnership and the content can be viewed on the digital platform and main screen television”
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