Viu India turns 2; to launch 20+ Originals this year, plans Tamil market foray

Viu, the premium video-on-demand platform by Vuclip and PCCW, has completed two years in India. Viu’s global strategy is to not only deliver local content, but also to bring international formats and tailor them to be locally relevant, and this is no different in India. 

The OTT platform will be introducing fresh regional original content that is high on storytelling such as ‘Kaushiki’, a thriller; comedy film ‘High Jack’; new seasons of popular shows like ‘What the Duck’; and adaptations of popular international entertainment formats such as ‘Tollywood Squares’. 

On the business side, Viu will continue to seek new opportunities for monetisation, distribution and partnerships. 

Content strategy momentum 

In addition to these shows, other popular series include: ‘Love, Lust, and Confusion’ and ‘Spotlight 2’, along with ‘Pelli Gola’ and ‘PillA’, which were among the top 5 regional shows on YouTube. 

The Viu app has been downloaded nearly 30 million times globally. The OTT platform claims that users consume more than 17 videos each per week on an average and 1.2-1.8 hours per day. 

Viu has already launched 7 new Originals in Q1 2018 and has lined up 20 Originals from now until the end of the year in Hindi, Telugu and Tamil. 

Viu plans to launch in the Tamil market this year with the 6 new Originals. 

Partnership expansion 

Through its cross-platform partnerships to expand reach, Viu has made its content available to digital and non-digital audiences through content partnership with TV channels like Gemini, Star Maa and digital platforms. ‘No.1 Yaari’ is one such example of Viu’s cross-platform content association. 

Additionally, Viu has had success with advertising partners. One such example is with Hong Kong Tourism for ‘It Happened in Hong Kong’, a romantic comedy that redefined wanderlust. Other strategic partners include: Samsung, Amazon Pay TV, Daily Hunt and Xiaomi. 

Speaking on the future of Viu, Vishal Maheshwari, Country Head of Viu, India, said, “Since day one, Viu has emphasised global expertise coupled with local execution, as you can clearly see from our track record. We are doubling down on that for 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. I couldn’t be prouder of what our team has accomplished in India and I’m certain that our best years are ahead.”

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