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OTT partnerships and brand integrations are new line of business: Sameer Saxena, CCO, TVF

BY Ronald Rodrigues

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On partnerships with OTT platforms: We have partnered with OTT platforms like Netflix, Amazon Prime Video, MX Player and SonyLiv for our shows. At the start of this year, MX Player launched with our show ‘ImMature’, then we collaborated with SonyLiv for ‘Triplings’ and ‘Gullak’ and moving on we created ‘Kota Factory’ which is our own IP for YouTube and TVF Play.

On Brand integrations: Brands are showing trust in digital content across platforms. We are doing several brand integrations for example, Unacademy, the Edu-tech platform, collaborated with us for Kota Factory show which garnered a lot of views. They now want to make Season 2 of the show. Brand association is something in which we have developed our expertise. We have been partnering with brands for the last three to four years and there have been positive changes in the way brands approach us. Now, when it comes to brand integrations, the players understand that TVF uses the integration bit creatively to convey the stories. We have always had some phenomenal success in working with brands and that is something that we will continue to explore in the future.

On Licensing and subscription: Licensing and subscription are two lines of business along with brand integrations which have worked for us in terms of revenue. We have licensed out our shows to Netflix and Amazon and we charge a particular fee to OTT players. We retain our IPs for most of our shows. OTT players give the creative liberty to content creators when we initiate partnerships. 

On future announcements: In fiction, we are going to make original shows in regional languages like Marathi, Telugu and Tamil. We are also getting into supernatural thrillers, hardcore drama and pure romantic space. We are exploring the non-fiction genre like reality shows and documentary as there is not much happening on digital in the non-fiction space. Non-fiction is comparatively brand friendly as it is easier to induce brand integrations.

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Tags : MX Player Digital OTT Netflix TVF Sameer Saxena The Viral Fever Brands Amazon Prime SonyLiv