Mumbai: In a major development which can potentially transform the independent creator space in India, online video streaming platform Dekkho has announced its plans to establish itself as the top destination for talent discovery in the country and showcase premium content from non-production house talent.
Having collaborated with 80+ creators to curate premium videos across genres such as food, fashion, travel, lifestyle, comedy and gossip, the platform is now gearing up to run multiple digital promotions and events to identify emerging talent and get them on-board over the next three to four quarters. Dekkho will largely focus on youth-based videos and regional content across 6 languages, primarily serving the 18-30 year old mobile audience.
Dekkho’s latest move is aimed at tapping into the unscripted and independent creator market, which comprises around 80% of the overall production volume of online entertainment and is poised to be the next disruptor in digital entertainment. As part of its marketing strategy, Dekkho has tied up with leading telecom operators and original phone equipment manufacturers (OEMs) to offer greater exposure to content developed by independent creators. The platform has additionally collaborated with partners like Amazon Fire TV, providing its viewers with an unparalleled opportunity to watch their favourite digital content on a big-screen format for the first time.
Commenting on the announcement, Tanay Desai, co-founder, said, “Viewers today want more of short, snackable content that independent creators like AIB or Miss Malini produce. Our aim now is to create visibility through a bunch of exciting developments like localising our UI, promoting offline viewing and building for low data consumption. We are focused on Tier II, Tier III consumers who constitute the masses, and provide them a focused, curated experience that is missing on YouTube and Facebook. Dekkho will primarily host creators who are not associated with a label or production house.This initiative is synergistic with that vision, and will help us in discovering exciting talentfrom across the country to provide our viewers with premium content across age groups, geographies, and languages. Not only are we providing them with global exposure and monetization opportunities through our advertising network and brand integrations, but this is the first time their ongoing content will be represented on a big screen format via our partnerships.”
The platform will also mark its foray into original content co-creation with four new branded video properties, lined up for the September-October period, in the form of web series, music videos, and short-form videos. Dekkho will also be aiming to realize its target of reaching 5 million monthly active users within the next year and have 200 channels on board.