Mumbai: Digivive, a Media Matrix Worldwide company, has entered into a strategic tie-up with CA Media Digital’s celebrity digital network, Fluence, to create celebrity-led ‘mobi-serials’ on its application, nexGTv.
As per the agreement, Fluence will create and produce original content for nexGTv. “Everyone has been trying to create a House of Cards like Netflix and we have taken the first step in creating a series of such original programming,” said GD Singh, director of Digivive who is investing close to Rs 25 crore in the production and marketing of the multiple series.
Fluence handles the social media presence, digital endorsements, online and mobile monetisation as well as equity linked investments in the digital space of close to 30 celebrities, including Amitabh Bachchan, Salman Khan, Priyanka Chopra, Ranveer Singh and Mohanlal.
According to Singh, mobile is increasingly becoming the preferred platform of consumption for Indian consumers. “Our intention is to articulate and address the needs of this rapidly growing and discerning mobile audience with content created just for them,” Singh said.
To begin with, Fluence will co-produce the first mobi-serial with Endemol Shine India, in which CA Media has a 49% stake. The same, starring one of Fluence’s celebrities, is expected to premier on nexGTv by July, in a series of 14 episodes, each 10 minutes long.
“This collaboration will draw audience subscriptions and views to the content and platform through an amplification program on social media thereby, engaging the fans and followers of our celebrities (all of whom have some of the highest celebrity following in India) in a new and highly compelling way,” said Ashish Joshi, vice-president – digital and business head, Fluence.
nexGTv operates in the entertainment over-the-top (OTT) space as a freemium player across both paid and free models, and has a 10% market share of the monthly active video user market in the country. The app streams over 155 live TV channels with movies, TV shows and videos.
As per a report from Media Partners Asia, this segment comprised 12.3 million people in 2014, and is expected to grow at a CAGR of 43% over the next five years.
“Our target group (18-34) demands exclusivity and is willing to pay for relevant and interesting content, in superior quality, delivered seamlessly. There are no second chances in this space. We have to grab attention with our first show, so we are exploring a slew of formats and only those that can deliver that ‘perfect’ dose of engagement will be eventually finalised,” Singh said.
