NEW DELHI: nexGTv has entered into a strategic tie-up with CA Media Digital’s first venture Fluence to create celebrity led ‘mobi-serials.’ Under the partnership, Fluence will create and produce for the first time in India clutter breaking, original content for nexGTv.
“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,” said G D Singh, Director & CEO, Digivive.
“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,” Said Ashish Joshi, VP Digital & Business Head – Fluence.
“To help create the mobi-series, Fluence has partnered with Endemol Shine India, a CA Media investee company, to co-produce the shows and utilize their expertise in the field of production. Known for producing creative & 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,” a statement said.
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.