Viacom18 got into the OTT business a bit late, but now that it is in the fray, it is sparing no effort to capture eyeballs in the digital space. It unleashed a marketing campaign with a clear objective; make VOOT a preferred digital destination for quality entertainment content consumption.
It launched with close to 17,000 hours of content, which included archived content from Viacom’s broadcast library as well as content sourced from independent creators and VOOT original series. Realizing that the digital media is mostly accessed by the younger demography, its management decided to create a strong kids’ catalogue within the app.
Currently, the site has consolidated network content on four genres — comedy, drama, reality and kids content — with 7,000 videos in the kids’ category alone across 80 animated and cartoon characters. Following the advertising-led monetisation model, it has also created original web series, and hosts short spin-offs of various TV shows, to give viewers a glimpse of its main characters and some extensions of the main storyline, especially popular reality shows like Bigg Boss.
There is just too much competition in the OTT domain and VOOT needs to make viewers aware about the shows it streams out – either the outsourced content or the exclusive programs. Till then, it might be the one wanting, wanting – the views, that is!