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Digivive ties up with CA Media’s Fluence to create mobi-serials for nexGTv
MUMBAI: Digivive, part of Media Matrix Worldwide, has tied up with Fluence, CA Media Digital’s celebrity digital network, to create celebrity-led mobi-serials for its application NexGTv.
Under the agreement, Fluence will create and produce original content for nexGTv.
A report in the Economic Times states that Digivive is investing around Rs 25 crore (Rs 250 million) in the production and marketing of multiple series.
“Everyone has been trying to create a ‘House of Cards’ like Netflix and we have taken the first step in creating a series of such original programming,” Digivive director GD Singh told the business daily.
According to Singh, mobile is increasingly becoming the preferred platform of consumption for Indian consumers.
“Our intention is to articulate and address the needs of this rapidly growing and discerning mobile audience with content created just for them,” he added.
For starters, Fluence will co-produce the first mobi-serial with Endemol Shine India, in which CA Media has a 49 per cent stake. Starring one of Fluence’s celebrities, the series is expected to premier on NexGTv by July featuring 14 episodes, each 10 minutes long.
Fluence handles the social media presence, digital endorsements, online and mobile monetisation as well as equity-linked investments in the digital space of around 30 celebrities, including Amitabh Bachchan, Salman Khan, Priyanka Chopra, Ranveer Singh and Mohanlal.
“Our target group (18-34) demands exclusivity and is willing to pay for relevant and interesting content, in superior quality, delivered seamlessly. There are no second chances in this space. We have to grab attention with our first show, so we are exploring a slew of formats and only those that can deliver that ‘perfect’ dose of engagement will be eventually finalised,” GD Singh told the daily.
NexGTv operates in the entertainment over-the-top (OTT) space as a freemium player across both paid and free models, and has a 10 per cent market share of the monthly active video user market in the country.
The app streams over 155 live TV channels with movies, TV shows and videos.