iWorld
Voot Select hits one mn subscribers within first year of its launch
KOLKATA: Launched with the brand promise of ‘made for stories’ that are differentiated and compelling, Viacom18’s premium SVoD offering Voot Select has hit the landmark milestone of one million active direct paying subscribers in less than a year of its debut. The newest kid on the block has in a short period of time emerged as a formidable game changer by creating disruptive and innovative viewing experiences through fresh stories and category defining initiatives.
Digital first strategies like 24 hours before television windowing of network content, high decibel immersive experiences, international content and multi award winning originals have all been growth drivers for the platform. Adding to the content diversity, Voot Select will also be the new home to Showtime content in India and the exclusive destination for upcoming Paramount+ shows in the country. The diverse repertoire of international content will include much awaited titles such as Dexter (Limited Series), Ray Donavan Feature-Length Film, The First Lady from Showtime, and Frasier (Reboot) and Why Women Kill S2 from Paramount+ amongst others, expected to premiere on the platform in India.
Despite being launched at the cusp of the global health crisis, Voot Select has delivered a phenomenal first year. In an industry first innovation, the brand took their digital-first strategy a step ahead on the back of originals, before TV content and multi genre international offerings. With content available 24 hours before TV, access to 24 Hours Live channel of Bigg Boss and producing pandemic-based fiction thriller series ‘The Gone Game’ – the first series in the category to be shot during the lockdown, Voot Select drove high engagement throughout the year. The award-winning line up of originals like the breakthrough series Asur that emerged amongst the top three shows of 2020, Illegal, Raikar Case, Marzi, and Crackdown amongst others added to the diverse content experience of viewers on the platform.
With strengthened tech partnerships and more than 40 per cent of watch time on smart TVs, the platform has attracted a cohort of premium customers, providing them with an enhanced viewing experience.
Viacom18 Digital Ventures chief operating officer Gourav Rakshit said, “We launched Voot Select to engage and entertain audiences in India, with the most compelling stories from across the world. Despite being a recent entrant in the crowded subscription industry, we're thrilled to have made a mark, being the fastest to a million subscribers and delighting audiences on the back of our unique and innovative approach. Now that we have gotten a better sense of what they loved (and some of the stuff they didn't), we're excited to bring an even bigger and better entertainment extravaganza to their screens in 2021."
Voot Select, Viacom18 international business head Ferzad Palia added, “It has been a phenomenal year for Voot Select. We have, ahead of our estimates, made the fastest run to a million active paying direct to consumer subscribers in the category in less than a year of launch. Our success story through the year has been scripted on the back of a digital first strategy that keeps consumers at its core as well as a multi genre slate of originals and international content experiences. With our upcoming slate of content and partnerships, we aim to build our leadership position as we continue to entertain our members. We have had a fantastic start to this journey and will continue to invest in quality content and enhanced product experience driving Select towards new echelons of growth.”
The platform has accelerated its growth with an enhanced viewing experience and continues to be an industry disruptor. With a stellar growth trajectory and offerings such Bigg Boss being available on the platform before TV, launch of premium content and originals like The Gone Game, Asur, Raikar Case, and the robust multi-genre international slate, the platform is all set to further accelerate its growth with an enhanced viewing experience for its users.
iWorld
Anirudh Ravichander and Universal Music India join forces to take South India’s sound to the world
The composer behind 13 billion streams launches Albuquerque Records with UMI as its exclusive global partner
MUMBAI: Universal Music India has struck an exclusive partnership with Albuquerque Records, the freshly minted independent label of singer-composer Anirudh Ravichander, in a deal that bets big on South India’s booming pop and hip-hop scene going global.
The arrangement, announced on 17 March, will see Universal Music India handle future pop and hip-hop releases by Anirudh himself, as well as artists signed to the new label. A first release is already in the pipeline for April, featuring Anirudh.
The numbers behind the man are hard to ignore. Debuting in 2012 with the viral sensation “Why This Kolaveri Di”, Anirudh has since clocked over 13 billion audio streams across more than 770 tracks, cementing his position as the No.1 South Indian artist on Spotify by total streams. His fingerprints are all over some of the Tamil film industry’s biggest musical moments, from Hukum and Vaathi Coming to Arabic Kuthu and the A23 Theme.
But Albuquerque Records is a different beast. Built for the non-film space, it is designed to nurture independent talent and champion the next wave of Indian pop voices. “Universal Music India’s leadership in pop and hip-hop made them the natural partner,” said Anirudh. “I’m excited to take independent voices to audiences around the world.”
Universal Music India’s chairman and CEO Devraj Sanyal was equally effusive. “Anirudh represents the future of Indian music, bold, original, and with enormous potential,” he said. “Identifying transformative talent is our superpower, and this partnership reflects that belief.”
Sanujeet Bhujabal, managing director of Universal Music India, framed the deal as more than a distribution play. “Albuquerque Records represents Anirudh’s bold artistic vision in the world of pop and hip-hop,” he said. “True to his legacy of innovation, this partnership is set to establish yet another landmark creative space, this time for the emerging world of iPop and beyond.”
For Universal Music India, the deal deepens a long-running push into South India’s four key language markets: Tamil, Malayalam, Kannada and Telugu. The label already has regional imprints, film partnerships with Maddock Films and Excel Entertainment, and a growing non-film roster. Landing Anirudh, arguably the south’s most bankable music brand, is a statement of intent. South Indian music has the streams. Now it is coming for the world.
