Vuclip-owned OTT platform Viu said it will bolster consumer base by focusing on the regional space, a segment that can deliver the next phase of growth for the company.

Viu has also invested in Viu Originals to enhance user engagement.

“Regional space is the best place to be in and we are focussing on acquiring content and creating originals in regional languages. We follow the strategy of localisation. Besides, Hindi and English, we also have content in Telugu,” Shantanu Gangane, Marketing Head at Viu India, said.

There is significant content availability in the regional market, Gangane said adding that the company is also investing in creating originals IPs.

Viu, launched in India last year, said it is also witnessing exponential growth in terms of the audience base and engagement. The OTT platform is available in 15 markets across Asia and West Asia.The service was launched with around 42,000 hours of content across Bollywood, English, regional and music.

Viu also has content partnerships with top production houses and content owners such as Reliance Big Entertainment Pvt Ltd, Sony Music, Zee Digital Convergence, Balaji Motion Pictures, Rajshri Entertainment, among others.

Korean content

Viu India’s viewers will also get access to new Korean content (which will be simulcast,) courtesy Vuclip’s exclusive tie up with all major broadcasters from South Korea for all the territories they operate in.

Asked if the company is looking to make its services completely subscription-driven, Gangane said the OTT platform follows a freemium model for business where some of the content is available for free, while some premium content is available behind a pay wall. The paid content is available at ₹99 a month. Viu competes with players such as Amazon Prime Videos, Netflix, Viacom-owned Voot and Star’s Hotstar.

comment COMMENT NOW