Media Company Viacom18 launched advertisement led Video on demand service Voot in India. The digital led VOD Platform is available for free on iOS, Android and web, said the company.
Sudhanshu Vats, Group CEO, Viacom18 told Supportbiz, at the launch event that Voot will be among the dozen or so similar services such as Hotstar, Sony Liv, Ozee, ErosNow, Spuul and YuppTV, already operational in the country, but with a difference.
With the digital boom in India, Vats said, “India is at the cusp of a digital boom with over 400 million internet users and 200 million+ smart phone users spending significant amount of time online with entertainment and allied content being the prime driver. As more people move towards consuming content online, it is time for Viacom18 to move into the world of connected screens… hence VOOT.”
Voot, a 50:50 joint venture between Viacom Group and the Mukesh Ambani-led Reliance Industries, will have a large repository of original content and roll out shows in both long and short formats across genres like comedy and drama. Apart from that the platform has also made a special section for kids where the characters are from across networks, from Nick characters like Dora, Spongebob, Motu Patlu to external popular characters like Chhota Bheem and Pokemon.
Voot will have over 17,000 hours of content across languages and genres and comes with pin protection to ensure children don't watch anything except the kids content. There is an e- learning section for the kids which is a great initiative by the Viacom18 to provide learning section along with entertainment for kids .It also has an auto shake feature.
In another first for an Indian OTT player, VOOT has launched with the largest repository of original content. VOOT Originals will roll out shows in both long and short formats across genres like comedy and drama. Bollywood actors Gulshan Grover, Baba Sehgal, Alok Nath and a host of celebrity scriptwriters and directors will be front-lining these shows. Furthermore, Viacom18 will move its entire content library, including Colors, MTV and Nick, to be digitally available only on VOOT.
The strategy of Voot is to hold the VOD market by engaging audiences of all ages. With over 1 billion business opportunity, Viacom18 has lined up an aggressive mix of business, content and marketing strategies. “From a business standpoint, we are following the advertising led VOD model. As the market matures in the next 12-24 months, we will be evaluating both freemium and subscription led models,” explained Gaurav Gandhi, COO, Viacom18 Digital Ventures.
Vats added, “With Kids’ content and our entire VOOT Originals line-up, the focus was to get people addicted to happiness. Through our content strategy, that is what we have held true. Our television channels also provide a very robust content bank that we will build upon, for the digital consumers. VOOT will be Viacom18’s singular gateway to quality and differentiated content, in the digital medium.”
Gandhi explained, “As a network we are a content powerhouse, be it through our television channels or through our film studio. Our content strategy for VOOT is true to Viacom18’s philosophy of inclusive entertainment. Between VOOT Originals, VOOT Kids, our network content and Content-around-content created exclusively for the platform, the idea is to peddle happiness to the ‘always wanting’ India, racing to go digital. Our marketing campaign, set to kick off in the next few days, also highlights this brand philosophy that is at the core of VOOT. ”
He added as far the market is the concern there are plenty of opportunities because compare to market the offerings are very low but still there will be some neck to neck competition with the existed VOD service providers. But, Voot will fulfil the gap between market and service availability, summed up Gandhi.