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Digivive signs content deal for celebrity-led series on mobile video app


Mobile value-added services company Digivive has signed a content deal with CA Media Digital’s celebrity digital network, Fluence, to create celebrity-led mobile series on its application, NexGTv. The content deal will have Fluence create and produce original content for nexGTv.

Digivive director and chief executive officer G.D. Singh told the Economic Times that the service is looking to create more original content like how Netflix produced House of Cards and added that the company has invested about Rs 25 crore for the production and marketing of the multiple series.  To begin with Fluence will co-produce a series of 14 episodes, each 10 minutes long with content company Endemol Shine India.

Fluence is a digital celebrity management network which manages Twitter and Facebook accounts and includes Rajinikanth, Amitabh Bachchan, Salman Khan and Karishma Kapoor as its clients.

Operating on a freemium model, nexGTv currently streams over 155 live TV channels with movies, TV shows and videos and claims over 27 million downloads.

French Open exclusive rights: Earlier last month, nexGTv bagged the exclusive mobile and digital rights to stream the French Open 2015. Tennis fans can now stream 128 singles matches and 64 doubles matches on mobile handsets, tablets and PCs for free through the app. In an earlier conversation, Singh told MdiaNama that Digivive, is also looking to partner with other companies to get exclusive content as part of  its content strategy.

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Our take: More original content through streaming apps or YouTube series seems to be the only way to access more quality entertainment. Let’s be honest, Indian television’s content quality is abysmal at best with mostly interchangeable soaps and carbon copies of reality shows from the West. We hope that this can change the quality of content. There are already some new web-series out there which are trying to change the sad state of affairs. Internet media comapny ScoopWhoop is currently running an original web-series called Baked.

There’s also The Viral Fever’s five-episode long web series Permanent Roommates with over 6 million views and its spoof on the Times Now show Frankly Speaking with Arnab Goswami called Barely Speaking with Arnub. Earlier in January, The Viral Fever Labs Media launched a movie streaming service called TVF Inbox Office. Amit Masurkar directed slacker comedy film Suleimani Keeda is currently the only movie available for streaming on the site. YouTube multi-channel network #fame (earlier Famebox Networks) has also launched a live video streaming app in beta. This app will allow artists/talents to live stream their performances to viewers. The beta app is currently available for both Android and iOS.

There’s also an added advantage to produce web and mobile series as it allows show creators to circumvent the stifling censor boards which ends up bleeping out every other good dialog.

But again the success of these series will depend on the quality of the content and well … the broadband speeds in the country. Here’s hoping for the best.

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