Online video streaming platform Vuclip, which launched video on demand (VOD) service Viu in India last week, has branched into original content with the launch of Viu Originals, starting with a cricket comedy chat series called What the Duck. The show will be hosted by Vikram Sathaye and is produced and co-created by CA Media’s Fluence. The company states that the show will feature former and current cricket players like Sachin Tendulkar, Virender Sehwag, Zaheer Khan, Harbhajan Singh, Gautam Gambhir, Murali Karthik and Irfan Pathan. The show will be available only on Viu and new episodes will be launched every week at a run time of 13 minutes. Vuclip says that it fixed this format from its experience and analysis of consumer behaviour data and mobile consumption patterns of its customers for 8 years. It says that 13 minutes is a ‘magical threshold’ for consumption on mobile before it gets boring, leading to distractions. In a press statement, Arun Prakash, COO, Vuclip said, “.. We are confident that the show’s uniqueness in conjunction with Vikram’s ability to curate stories of world famous and beloved cricketers will resonate with the audience.” Fluence's previous deal: In June 2015, mobile VAS company Digivive signed a content deal with Fluence to create celebrity-led mobile series on its application, NexGTv. The content deal would have Fluence create and produce original content for nexGTv. Also read: How Netflix’s Indian entry affects video players in the Indian market The rise of 'Original Content' - Last month, YouTube announced the…
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