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Viu to roll out original shows in regional languages starting with Telugu


21 Jun 2013
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PCCW-owned Vuclip’s premium over-the-top (OTT) service Viu is all set to roll out original content in regional languages beginning with Telugu. It has partnered with local production houses for this.

The OTT service plans to offer both long- and short-format originals in other regional languages as well.

In addition to adding Telugu premium shows to its catalogue, Viu is also offering customised video offerings in regional languages starting with Telugu.

Viu has partnered Telugu production house Annapurna Studios for the same. It will co-produce a youthful urban entertainer in Telugu, titled ‘PillA’, through this partnership in association with one of South India’s fastest-growing digital networks, Tamada Media. This will be directed by Pavan Sadineni of ‘Prema Ishq Kadal’ and ‘Savitri’ fame. This show is scheduled to be released in the first quarter of 2017.

The partnership will also see the co-production of a wedding comedy set in rustic Amalapuram with the working title ‘Pelli Gola’, which is directed by Mallik Ram.

Additionally, Viu will launch two short-format Telugu original shows titled ‘Munching with Mahathalli’ and ‘Cinema Pichollo’ on 18 February that celebrate the fandom of Tollywood cinema. Viu has partnered Tamada Media and Whacked Out! Media respectively for these two originals.

For the short-format original shows, Vuclip has roped in ‘Mahathalli’ Jahnavi Dasetty and ‘Viva’ Harsha Chemmudu, who have a large following on social platforms, with the latter acting in Tollywood films.

‘Munching with Mahathalli’ is a 26-episode series produced for Viu by Tamada Media in which Tollywood’s Superwoman Jahnavi Dasetty conducts satirical interviews with stereotypical characters of the Telugu film industry played by her. The show will have special guests from the film industry.

The other show starring ‘Viva’ Harsha is a celebration of Tollywood cinema and the fanaticism associated with it. Titled ‘Cinema Pichollo’, ‘Viva’ Harsha will be anchoring the show along with Shanmukh Jaswanth in a 26-episode series produced by Whacked Out Media for Viu.

“We know the kind of fervour Telugu films evoke. As a brand, we are a celebration of this fandom and are proud to partner Annapurna Studios, one of the best production houses in the business. Going regional with our originals content strategy is a means to bring premium local entertainment to the global Telugu audience,” said Vuclip India country head Vishal Maheshwari.

Presented by Viu and Bollywood ace Vikram Bhatt, ‘Gehraiyaan’ and ‘Spotlight’ will air in February and are expected to delight consumers in markets such as India, the Middle East and South East Asia serviced by Viu.

The latest announcement comes close on the heels of the OTT service unveiling its line-up of originals in Hindi titled ‘Gehraiyaan’ and ‘Spotlight’. Written by Bhatt, these two shows are co-produced by Viu, Bhatt and Culture Machine. ‘Gehraiyaan’ is directed by Sidhant Sachdev and ‘Spotlight’ is directed by Suhail Tatari.

‘Gehraiyaan’ will be an urban supernatural thriller with television A-listers Sanjeeda Sheikh and Vatsal Sheth reigniting their unconventional on-screen chemistry for a digital audience. The show will also star Trishaan Maini and Kajal Pisal.

The other show, with the working title ‘Spotlight’, is the story of a small-town girl who overcomes all odds to make it big in the glitz and glamour of Bollywood. Tridha Choudhury, who has acted in Bengali and Telugu films and has won audience appreciation for her TV shows, has been roped in to play the lead. Actors Arif Zakaria, Sid Makkar, Krunal Pandit and Rajesh Khera also star in the show.

Viu’s Telugu originals can be viewed on viu.com or by downloading its Android app from Google Play and the iOS app from the Apple App Store.
Vuclip is a leading premium VoD service for emerging markets with 10 million subscribers per quarter. The company’s premium OTT service Viu is currently enjoyed by consumers in Hong Kong, Singapore, Malaysia, Egypt and India.

The foundation pillars of Vuclip’s strategy are: premium regional content in 34 different languages from more than 270 top content providers around the world; a personalised and localised viewing experience tailored to users based on deep data analytics; and patented Dynamic Adaptive Transcoding that provides an elegant, unbuffered user experience regardless of device or network.

Viu to roll out original shows in regional languages starting with Telugu | TelevisionPost.com
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