Vijay Koshy, President of The Viral Fever (TVF), is a digital content visionary with over two decades of leadership experience in top agencies like Enterprise, Trikaya Grey, Lintas, and JWT Fulcrum. He pioneered monetisation models for major Indian media brands including Star TV, Sony, and ESPN. Instrumental in TVF’s rise, he established it as a leading destination for branded content, from web series to mini-snackable content.
Koshy’s expertise has solidified TVF’s position as India’s premier OTT content creation brand, setting new standards in the industry.
1. With shows like ‘Panchayat’, ‘Kota Factory’, and ‘Gullak’ topping ORMAX Media’s mid-year OTT report, what do you think distinguishes these series from others in the digital space?
What sets our series apart is the emphasis on authenticity and relatability. We invest a lot of time in understanding our characters, their environments, and their journeys. Whether it’s the rural charm of ‘Panchayat’, the intense academic pressure in ‘Kota Factory’, or the everyday struggles in ‘Gullak’, we focus on making these experiences as real and engaging as possible. This attention to detail and the ability to tell simple yet powerful stories is what distinguishes our content in the digital space.
2. For 2024 what goals have been set? What is the challenge from a P&L perspective?
For 2024, our goals include expanding our content library, exploring new genres, and strengthening our global presence. From a P&L perspective, the challenge is balancing creativity with commercial viability. We aim to produce high-quality content while ensuring that it reaches a wide audience and generates returns. This involves strategic partnerships, optimising our distribution channels, and maintaining a balance between branded and original content.
3. What is the strategy going to be to build on branded content partnerships with companies like Tata Motors?
Branded content partnerships are about creating value for both the brand and our audience. The strategy is to seamlessly integrate brand messaging into our narratives without compromising the story. With companies like Tata Motors, we focus on finding common ground between the brand’s values and our content themes. The key is authenticity—making sure that the partnership feels organic and enhances the viewing experience.
4. For branded content to work, what factors need to be kept in mind?
For branded content to work, it’s crucial to maintain a balance between storytelling and brand integration. The content should be engaging, with the brand message woven naturally into the narrative. It’s also important to understand the brand’s objectives and align them with the expectations of our audience. Keeping the content relatable, ensuring it adds value to the viewer, and maintaining the quality of production are essential factors for successful branded content.
5. When you look at what is working and not working for TVF, what genres are popular and which genres are not?
Genres that focus on youth experiences, like coming-of-age, romance, and slice-of-life stories, continue to be popular for TVF. Shows that delve into professional struggles, like “Kota Factory” and “Aspirants,” also resonate well. However, more niche genres or experimental content can be hit or miss depending on how they align with our audience’s preferences. We’re always analyzing feedback and viewership trends to fine-tune our content strategy.
6. How does TVF incorporate viewer feedback to improve shows like Kota Factory?
Viewer feedback is integral to our content development process. We actively monitor comments, reviews, and discussions across platforms. For shows like “Kota Factory,” we take note of what resonates with the audience and areas they feel could be improved. This feedback is then discussed internally, and we make adjustments in future episodes or seasons. It’s a continuous loop of creation, feedback, and refinement.
7. Which are the key distribution platforms that TVF works with like Prime Video?
TVF collaborates with various OTT platforms like Prime Video, Zee5, Netflix, and SonyLIV, among others. These platforms help us reach a wider audience and provide the technological infrastructure to deliver our content seamlessly. Each platform has its unique strengths, and we tailor our content strategy to align with the platform’s audience while maintaining the core essence of TVF.
8. Are branded and unbranded content both equally important for TVF?
Both branded and unbranded content are crucial for TVF. Unbranded content allows us to explore a wide range of stories and stay true to our creative vision. Branded content, on the other hand, helps us collaborate with brands, providing additional resources and reaching new audiences. The key is to maintain a balance—ensuring that branded content doesn’t compromise the quality and integrity of our storytelling.
9. What role is AI playing for TVF?
AI is becoming an increasingly important tool. AI helps us better understand viewer preferences, allowing us to create more targeted and engaging content. However, while AI is a valuable tool, the creative process remains driven by human insight and storytelling at TVF.
10. TVF has plans to make movies. Kindly elaborate.
Yes, TVF is expanding into the realm of feature films. Our approach to movie-making is an extension of what we do best—telling stories that are rooted in reality and resonate with our audience. We aim to bring the same authenticity and relatability to the big screen, focusing on narratives that reflect the experiences and aspirations of young Indians. Our films will explore a variety of genres, but the core will remain the same—engaging storytelling with strong character development. We’re excited about this new chapter and look forward to creating impactful cinema that resonates both in India and globally.
11. TVF has produced around 80 hours of content over the past 12 months, including 28 shows and 18 sketches. How has the team managed to maintain such high productivity while ensuring the quality and impact of each project?
Maintaining high productivity while ensuring quality is a challenge, but it’s one we’ve managed by fostering a collaborative and passionate team environment. At TVF, every project is driven by a dedicated team of writers, directors, and producers who are deeply invested in the content they create. We have streamlined our production processes to ensure efficiency without compromising on creativity. Regular feedback sessions, open communication, and a strong emphasis on pre-production planning are key elements of our workflow. This allows us to produce a large volume of content while maintaining the high standards that our audience expects.
12. Panchayat has grown significantly with each season, becoming one of India’s most beloved web series. What do you believe has contributed to its widespread appeal, and how has TVF developed characters that deeply resonate with viewers?
“Panchayat” resonates with viewers because it tells a simple yet profound story. The show captures the essence of rural India, portraying the beauty, challenges, and humour of village life in a way that feels authentic. The characters in “Panchayat” are relatable—they’re people we see in our everyday lives, with their quirks, aspirations, and struggles. We’ve developed these characters with great care, ensuring that they’re multi-dimensional and evolve with the story.
The show’s appeal also lies in its subtle humour, heartwarming moments, and the way it addresses social issues without being preachy. It’s this combination of realism, empathy, and entertainment that has made “Panchayat” a beloved series.
13. With 7 of its shows featured in IMDb’s Top 250 Global list, TVF has achieved a strong global presence. What do you think makes TVF’s content resonate with audiences worldwide?
TVF’s content resonates globally because it taps into universal emotions and experiences. While our stories are deeply rooted in Indian culture, the themes we explore—like friendship, family, ambition, and personal growth—are universal. This allows viewers from different parts of the world to connect with our characters and narratives. Additionally, our focus on authenticity, strong character development, and quality storytelling transcends cultural boundaries. We also take care to ensure that our content is accessible to a global audience through subtitling and platform partnerships. This combination of universal themes and accessible storytelling has helped TVF achieve a strong global presence.
14. This year has been particularly strong for TVF, with several successful releases. Can you share insights into any upcoming projects and what audiences can look forward to next?
2024 has indeed been a landmark year for TVF, and we’re excited about what’s coming next. We have a diverse line-up of projects across various genres, including new seasons of fan-favorite shows, as well as, fresh concepts that push the boundaries of storytelling.
You can expect more coming-of-age dramas, slice-of-life comedies, and socially relevant narratives that reflect the pulse of today’s youth. We’re also venturing into new genres, with projects that explore thriller, mystery, and even period dramas.
