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Comedy is finding new meaning with content aggregator, broadcaster and OTT platforms trying to outdo each other by increasing their offerings in the business.
Last year, based on exhaustive research, comedy show “On air with AIB” was given a platform on Star owned Hotstar platform to lure viewers who were looking for content other than sports. Comedy served well for Hotstar. Following this several players are building their content portfolio around comedy.
Subscription-led video entertainment app nexGTv has partnered with One Network Entertainment to launch a dedicated comedy entertainment content platform -- Comedy One.
Abesh Verma, COO of nexGTv, says, “With comedy evolving significantly, Indian viewers are looking at hard-hitting content.” Asked why the company was launching a separate app for comedy, Verma said the aim was to make the discovery for comedy easy. nexGTV mobile app claims to have over 25 million downloads.
Sony LIV, Sony Pictures Networks’ (SPN) digital platform too is betting on comedy. The digital platform has seen 100 million views of ‘The Kapil Sharma Show’.
The show made famous by perfect comic timing of Kapil Sharma has bagged 128 million views on SonyLIV’s app, website and YouTube, making it one of the most watched shows beating only Dhanush’s cult song ‘Kolavari Di’ and Yo Yo Honey Singh’s cover version of ‘Dheere dheere se meri Zindagi’ which have previously made it to the 100 million plus views club.
Uday Sodhi, EVP and Digital Head, Sony Pictures Networks said, “SET India is ranked number two on YouTube channel in India. It has comedy content as one of the pillars of its content strategy. The Kapil Sharma Show has crossed 200 million views which goes to show the popularity of this genre amongst consumers. Even on Sony Liv, Comedy is amongst the Top 3 most viewed genres”.
Viacom18’s digital platform too says it will focus on comedy among others.
“Our focus will revolve around four major genres — comedy, drama, kids content and reality,” Gaurav Gandhi, CEO, Viacom18 Digital Ventures said.
Gandhi said it will be airing its original shows Voot Original including talk show “Sinskari” by Alok Nath, a web series “Chinese Bhaasad” and a four-part short film Badman played by Bollywood’s baddie Gulshan Grover, all revolving around comedy.
Not just OTT players but broadcasters also don’t want to be left behind in the game.
Broadcaster Sri Adhikari Brother’s (SAB Group) has partnered with handset manufacturers, telecom firms and online video aggregators to launch its new comedy programs in July under Happii-Fi brand.
Manav Dhanda, Group CEO, SAB Group, said at the heart of its expansion will be comedy.
“Our GEC (General Entertainment Channel) is all about comedy and it will be 30 min slot programmes while on digital it will be two minutes episodes. We have been creating and producing content for months”. He said the content will be available on various OEM platforms, telecom operators among others. The company said it is aiming to reach at least 300-400 million consumers.
DTH platform Tata Sky has added a new service to its diverse bouquet of content named Tata Sky Comedy. This would be the first ever interactive service on DTH in India that provides a single destination for all formats of Hindi comedy content.
Tata Sky Comedy offers original content created especially for this service along with the best of classic comedy TV shows like Nukkad, Ye Jo Hai Zindagi, Office Office and Zabaan Sambhalke.
Tata Sky has partnered with Comedywalas, a unit of Shemaroo Entertainment for exclusive and new content such as Bollywood Tadka and Comedy Fatafat.
Pallavi Puri, Chief Commercial Officer, Tata Sky said, “Comedy is a genre that the audiences have a huge appetite for and we believe there is currently a gap for a singular destination for all types of Hindi comedy content. We wish to fill that gap with this latest offering from Tata Sky. In partnership with Shemaroo, it is our attempt to provide a one-stop shop for popular comedy formats that will be available to subscribers 24 hours a day. “
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