Telugu video streaming service aha has forayed into Tamil content material with a brand new present referred to as Irai that can begin to stream on 18 February. The present is directed by Rajesh M Selva and options Sarath Kumar within the lead.
aha Video, which was launched in March 2020, benefited from the covid-19 lockdown and likewise the first-mover benefit as an enormous Telugu platform in its house state.
Platforms similar to aha Video are attempting to seize eyeballs within the face of stiff competitors from international streaming providers which are betting huge on regional content material. Netflix launched its first Telugu unique Pitta Kathalu final February and has seen movies similar to Ala Vaikunthapurramuloo and Uma Maheswara Ugra Roopasya, each in the identical language, characteristic in its prime 10 row in India.
Amazon Prime acquired huge Telugu star autos similar to Narappa and Tuck Jagadish for direct launch in the course of the pandemic, whereas Disney+ Hotstar streamed its first Telugu unique present, Unheard, final September.
Platforms like aha Video might not have deep pockets just like the international streaming providers, however they declare their choices are differentiated and their understanding of the native market is a definite benefit.
Debuting with unique exhibits similar to Kotha Poradu, Masti’s, Shithappens, Locked and Geetha Subhramanyam, the service has additionally discovered traction in non-fiction properties like Sam Jam and No.1 Yaari with Rana and the spate of movies acquired in the course of the lockdown which had been compelled to skip theatrical launch, similar to Color Photograph, Bhanumathi & Ramakrishna, and Thank You, Brother, amongst others.
“In contrast to earlier, when the first goal of OTT platforms was the younger male, each earlier than and because the pandemic, we have now tried to verify our movies and exhibits attraction to the entire household who might not wish to be dictated by appointment viewing. Therefore, we’ve targeted on all the pieces from drama and romance to youth programming,” aha CEO Ajit Thakur had stated in an earlier interview to Mint.
Supply: Live Mint