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.
The rise of ‘Original Content’
– Last month, YouTube announced the launch of its first first original content premiere on YouTube Red, a new $10/month service from YouTube where users can watch videos without ads, original content and listen to music in the US.
– In January, Bollywood actress Priyanka Chopra partnered with subscription-based video streaming service nexGTv to air an original show called “It’s my city.”
– In December, YuppTV has launched YuppTV Bazaar, a new category of curated user generated content.
– In the same month, film director Imtiaz Ali has tied up with mobile video-on-demand service nexGTv to launch a digital platform called SPOTLight where filmmakers and content creators could post their original short videos across genres.
– In June The Viral Fever launched a new streaming platform called TVFPlay which featured the company’s web-series and shows.
– In the same month, Zee Entertainment Enterprises Ltd’s (ZEEL) digital ecosystem Zee Digital Convergence (ZDC) and its content studio Essel Vision Productions Ltd were working on a new online-only instrumental musical show called Life is Music.
– Disney owned Maker Studios, possibly one of the largest global YouTube MCNs, entered India by signing up Indian YouTube channels like All India Bakchod, East India Comedy and Kanan Gill among others, while another large YouTube MCN FullScreen had partnered with Qyuki to expand into India.
MediaNama’s take: Like we pointed out before, it appears that the next wave of video watching is going to revolve around original content and this is going to benefit content creators as well as viewers (in the hope that not all content ends up on Facebook without credit). Original content is definitely going to drive the consumption of mobile and web video up, and content providers are gonna need to find incredibly innovative ways to push their videos to consumers. Indian telcos are already banking on it: video represents 36% of telecom operator Reliance Communications’ data traffic, and 40% of traffic on Airtel’s network. As for all of us in India, a moment’s silence for having the lowest average internet connection speed at 2.5 Mbps in the APAC region.