MUMBAI: NexGTv – India’s preferred entertainment destination on the mobile, from Digivive Services, has entered into a strategic tie-up with CA Media Digital’s first venture Fluence – India’s largest celebrity digital network, to create celebrity led ‘mobi-serials.’ Taking the next step in digital entertainment, Fluence will create and produce for the first time in India clutter breaking, original contentfor nexGTv.
Elaborating on the tie-up Digvive, Director and CEO, GD Singh said, “Mobile is increasingly becoming the preferred platform of consumption for Indian consumers and reports indicate that this consumption is further poised to grow significantly, as the average person is expected to watch TV and Video content (at least once a month) on 2.13 devices, up from 1.53 last year. Our intention is to articulate and address the needs of this rapidly growing and discerning mobile audience with mobile-first content.”
“Fluence is in the business of creating unique and differentiated digital experiences with India’s top talents from the fields of entertainment, music and sports. Creating premium digital shows with our portfolio of celebrities for nexGTv is another step towards our growing focus on digital content development. This collaboration will draw audience subscriptions and views to the content and platform through our well thought out amplification program on social media thereby engaging the fans and followers of our celebrities in a new and highly compelling way,” Fluence, VP Digital and Business Head, Ashish Joshi.
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This first ‘big’ step towards creation of unique content designed especially for mobile viewers marks an inflection point in the mobile entertainment domain and is expected to resonate very well with the audience who until now, have had to contend themselves with content produced for alternate formats including the big screens and home screens and adapted/curated subsequently for the mobile. To help create the mobi-series, Fluence has partnered with Endemol Shine India, a CA Media investee company, to co-produce the shows and utilise their expertise in the field of production. Known for producing creative and clutter breaking content for TV broadcasters and film entertainment, Endemol Shine India will help elevate the level of programming in the digital space which is currently inundated with amateur productions.
Commenting further about the advantage of the relationship, Singh further added, “We are very excited about our collaboration with Fluence and the CA Media Group as they not only are the experts in digital engagement but it also opens up possibilities to bring on board industry-leading production expertise of the Group via Endemol, which has been credited with several well-known hits on Indian television including Bigg Boss and Fear Factor etc.”
Known as a pioneer in the entertainment OTT industry, Digivive has been associated with several ground-breaking initiatives, including bringing IPL to the mobile screen since the last two years. Armed with native, mobile-specific, consumer insights via its 27m+ unique profiles and Fluence’s portfolio of celebrities, understanding of celebrity influence and fan interest, the mobi-serials developed for nexGTv, will further leverage their position in the domain.
