Viu targets Telugu-speaking markets with original content

The OTT service has partnered with Annapurna Studios, Tamada Media and Whacked Out! Media for customised Telugu content.

Media company Vuclip's OTT (over the top) service Viu will launch the production of original content in regional languages, both in long and short form, beginning with Telugu.

Viu is partnering with Telugu star Nagarjuna's Annapurna Studios, known for Telugu film hits such as Shiva, Ninne Pelladutha, Rajanna and Manam.

Through this partnership, Viu will co-produce an urban entertainer in Telugu titled Pilla in association with digital networks, Tamada Media. While this show is scheduled to be released in the first quarter of 2017, there is an upcoming wedding comedy also in the pipeline.

Additionally, Vuclip will launch on Viu two short form original shows titled 'Munching with Mahathalli' and 'Cinema Pichollo' in Telugu on 18th February. An official release says that these shows 'celebrate the 'fandom' of Tollywood cinema'. Viu has partnered with Tamada Media and Whacked Out! Media respectively for these two short form originals.

Viu's Telugu content can be viewed on their website or the Viu app. The platform currently caters to consumers in Hong Kong, Singapore, Malaysia, Egypt and India.

"We know the kind of fervor Telugu films evoke. As a brand, we are a celebration of this fandom and are proud to partner with Annapurna Studios. Going regional with our originals content strategy is a means to bring premium local entertainment to the global Telugu audience," says Vishal Maheshwari, country head, Vuclip India.

Commenting on the partnership, the management of Annapurna Studios in a statement says,"Digital is gaining traction and mobile and laptop screens are the screens of choice for today's youth. You can win this audience only by giving them high quality content that resonates with their evolved way of thinking and entertainment preference. Our pedigree and longstanding experience in the Telugu film industry along with Tamada Media's ability to attract the right talent and execution prowess and Viu's digital experience and deep consumer insights makes for a win-win combination."

As for the short form original shows, 'Munching with Mahathalli' is a 26-episode series produced for Viu by Tamada Media in which Telugu actor Jahnavi Dasetty conducts satirical interviews with 'stereotypical characters of the Telugu film industry played by herself'. The show will also have special guests from the film industry.

The other show 'Cinema Pichollo', starring actor Harsha is a celebration of Tollywood cinema and the fanaticism associated with it. Harsh will anchor the show along with Shanmukh Jaswanth in a 26-episode series produced by Whacked out Media for Viu.