Streaming platform Aha sharpens South focus, to launch Aha Malayalam in 2023

Aha was launched in 2020 with a clear focus on providing 100% Telugu content. Launched with the aim of providing 100% local entertainment in multiple languages, the regional-language streamer recently forayed into Tamil Nadu with Tamil web series and movies. As part of further expanding in the South Indian region, it is planning to launch aha Malayalam in 2023.

In an interview with Adgully, Aha CEO Ajit Thakur said: “100 per cent local positioning is our core strategy, and we want to build on the vision.” Excerpts from the interview

How has it been for Aha since its launch? What is the USP that differentiates you from other regional OTT players in India?

Aha was launched in February 2020 to focus on providing 100% local entertainment through its Telugu web series and movies, and since then has received great response from the Telugu states and the Telugu diasporas across the world. Allu Aravind and Ram Jupally, promoters of Aha, have built the platform from scratch, along with producer Dil Raju, Vijay Devarakonda, director Vamshi Paidipally and me.

It started out as a 100% Telugu OTT platform and has seen great success across the world with its extensive content slate that includes original programming of web series and movies, with a new release every Friday. In November 2020, the platform announced its new show, ‘Telugu Indian Idol’. That was the first time that globally renowned show ‘American Idol’ was brought to South of India. Fulfilling its promise of 100% local entertainment, Aha recently launched Aha Tamil, which has 100% Tamil web series and movies. The platform today has registered over 27 million app downloads, 1.8 million subscriptions, 1.5 million monthly active users and 40-million plus users.

The USP of the brand is to provide 100% local entertainment with diverse genres that fulfil the interest and demands of different age groups. The marketing and content team for Aha Telugu is completely different and based in Hyderabad, while we will have a completely different team based in Chennai for the Tamil service. Another differentiating aspect of the brand is that we launch fresh content every Friday, and this helps in building 100% local content habits regularly. There is a strong need among viewers to discover content in their local languages without being lost in a host of other language content. The app interface will ensure that you see 100% Tamil content, if you chose the Tamil plan.

Aha was launched as a Telugu OTT platform. Now that you have forayed into Tamil, is it a prelude to Aha’s foray into other languages such as Kannada, Malayalam, etc.?

Our aim is to realise the vision of providing 100% local entertainment in multiple languages. We are keen to extend our portfolio to other regions, especially in South India. We are planning to launch Aha Malayalam in 2023. 100% local positioning is our core strategy, and we want to build on the vision.

How has the response from the Tamil market been? What are your plans for Tamil Nadu?

With positive responses from the content creators and the public, we expect a fast scale up in viewership in the next few weeks. A majority of our Tamil slate is original content, and I believe it is great for the platform to associate with content creators who can complement us in meeting our vision. More importantly, everyone is delighted to have the local connect through the brand ambassadors, Silambarasan and Anirudh Ravichander, and they have come on-board believing in the brand promise. Most of the Tamil slate will have original content. It will include director Vetrimaaran’s ‘Pettakaalai’ and a host of originals such as ‘Bhamakalaapam’ featuring Priyamani, ‘Ammuchi 2’, ‘Ramany vs Ramany 3’. The service will also have theatrical films such as ‘Selfie’ featuring GV Prakash Kumar and Gautam Menon, ‘Sardaar’ featuring Karthi, and Venkat Prabhu’s ‘Manmadha Leelai,’ starring Ashok Selvan.

Aha has 1.5 million active subscriptions. What are your plans this year for expanding the subscriber base, reaching a wider audience, audience engagement, etc.? Any marketing or promotional campaigns that you have lined up?

We are taking a number of initiatives to expand our subscriber base. The focus is on our marketing and content efforts in Tier 2 towns. We will be launching a first-of-its-kind content like ‘Unstoppable’, which has stars like Nandamuri Balakrishna. Apart from this, we will be launching a few more commercial films such as ‘Thattuna Tamil Mattume’, which stars the brand ambassadors and showcases how entertainment in one’s own mother tongue brings people together. We have launched ‘Indian Idol Telugu’ for the first time in South India. We very recently launched a celebrity talk show with Nandamuri Balakrishna as the host, and it has claimed the first position in the list of the most-watched shows on a leading Telugu OTT platform. New content provided every week will help in ensuring that audience engagement is maintained. Similarly, in marketing, we go deep into small towns and leverage retail channels (grocery and mobile stores) as well to create access to Aha.

What is your unique content strategy? Do you use a blend of your own productions and acquiring/ commissioning content?

For us, the most critical thing is to have a “Local Consumer first” approach; the aim is to understand the demands of the local viewer and delivering that in different formats. The platform has a blend of original non-fiction shows, original web series and movies and theatrical release acquisitions. This allows the brand to maintain a constant flow of releases for their target audience. We focus on providing a collection of diverse stories and genres through web series and movies. The platform also focuses on associating with best content creators who can showcase their artistry by creating quality content for Aha.

What are the key metrics that you use for the renewal of popular shows? Is it a blend of audience data or gut feeling, or the blend of both that you use to test the viability of projects?

With just two years in the market, we have ensured that we tried multiple stories and formats. Our aim is to renew some of the most disruptive content that has been developed by us. Audience data and feedback are instrumental in deciding the future of any series, but as creators, one must also have the insight and perspective of what kind of content will be appreciated by the audience.

How is Aha’s diaspora audience faring? Do you have any plans to foray into more overseas markets this year?

The platform has seen strong engagement and growth in the overseas markets. Through a focus towards providing local entertainment, Aha is emerging as a medium through which people living abroad can feel connected to their homeland by watching shows and films created in their local language. With Tamil slate arriving, we expect markets like South East Asia and Middle East to respond favourably with more engagement and subscriptions. We are growing rapidly in the US and also have a significant presence in Canada, Australia, and the UK.

Ad-supported video is the new hot thing in streaming, with many major streaming services (even ad-averse SVOD platforms) considering the option. Will you be launching an AVOD component going forward?

The company has adopted a unique model of providing brand solutions without ads on the platform. We are planning to grow our revenue and unique user base by integrating brands into our content. We have a host of legacy, new-age, regional and national brands associating with us. They are very happy with the value received because aha provides an opportunity to engage with the regional audience without any clutter. Our plan is to launch AVOD component soon.

You have adopted non-fiction content, which was the prerogative of TV. Do you think OTT will eventually supplant the television medium?

We believe that all forms of entertainment mediums will continue to co-exist, especially in regional markets where content consumption is very high. With the increasing competition, each medium will try to innovate and provide quality content that will cater to a large section of society. There is a space for both television and OTT to co-exist, as different segments of society prefer both the mediums.

What are the key trends (such as the shift in consumer behaviour, changing content consumption patterns, etc.) you foresee this year?

With restrictions easing up, cinema halls have become fully operational. However, people have adopted content on streaming as part of their regular entertainment needs. With the increasing penetration of the Internet and awareness of the variety of content in Tier 2 and Tier 3 cities, there is an excellent opportunity in terms of available audience for subscription-driven OTT. Viewers are looking for content of different genres and expect it to be interesting. There is also an increase in interest in regional languages. The share of regional languages is expected to increase to 54% of total content produced as regional OTTs flourish and scale on the back of dubbing and subtitling. Last year, 47 per cent of OTT originals and 69 per cent of films released on OTT platforms were not in Hindi.