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The documentary ‘Water Mafia’ sheds light on the illegal water trade in various cities of India. The documentary was released on his January 12th on DocuBay, an international documentary streaming service by IN10 Media Network. In my interaction with Adgully, Girish Dwiversham, COO, DocuBay; Learn more about the content strategy, pricing strategy and growth plans of OTT platforms in India.
What is your content strategy and what do you think about documentary (non-fiction) content in 2023 and beyond, especially in India?
We focus on broad, relevant and impactful topics and aim to create non-fiction content that resonates with a large audience across the country. Therefore, we choose themes that are not considered on other platforms. “Water Mafia” is one example. We believe this story needs to be told. In a larger context, our lineup of original productions also includes documentaries with unique themes. The chosen subject is one that you don’t find many documentaries on any of his OTT platforms. This unique value proposition is what we aim to bring to the Indian dining table. So on a very broad level, this is our strategy.
Can you tell us about your pricing strategy?
We aim to keep our membership affordable and the current price is approximately Rs 999 per year. In addition, we have a strategic partnership with Times Group that gives you access to ET Prime and TY Plus in addition to your DocuBay membership, making it a highly competitive package. We believe we have priced our content in a way that makes it accessible to people interested in watching documentaries and non-fiction content so that cost is not a barrier. Our subscription plans include monthly options for Rs 199 and quarterly plans for Rs 499.
DocuBay is available on platforms such as Jio Fiber, Airtel Xtreme, and Tata Play. We also work closely with Prime Video Channels to make their content available on the Prime Video app through add-on subscriptions to DocuBay. Additionally, we have partnered with aggregator platforms such as OTT Play. When it comes to pricing, our approach is to not let affordability get in the way.
What is your regional language strategy to engage more with Indian audiences?
We primarily focus on creating content in English, even for the Indian market. However, when interviewing specific individuals who are comfortable speaking in Hindi or other local languages, we choose not to edit the interviews and leave them in their natural dialect. In that sense, we are open to any Indian language. We prioritize producing content in English because we are a global documentary streaming app and want these documentaries to be accessible to customers in the US, UK, and other parts of the world. That’s one of the reasons we try to keep it in English.
When talking about producing these documentaries, can you talk about your partnerships with various production companies and content creators?
If you think about it, we started working with Vice and started building the foundation from there. In fact, they were one of our few early partners. Currently, we work with almost every factual entertainment creator in India. Over the next year, you’ll see a wide variety of initiatives, working with a variety of producers, including studios and independent filmmakers. It really covers the whole spectrum.
How does DocuBay plan to grow in India?
This year, we plan to work with partners to acquire customers through direct-to-consumer marketing. We are already accessible through most carriers and serve their customer base. This forms a key part of our customer acquisition strategy and we work closely with our partners to acquire customers through our platform. However, this year has been marked by an increased focus on direct-to-consumer marketing in major Indian cities. Throughout the year, you’ll see our growing outdoor presence and top-notch marketing efforts for key markets.
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