Sony Livis putting its might behind regional content as the universe of its users expand.

The company is tying up with independent content creators and film makers to launch shows in regional languages.

To begin with the company said it will be creating original content in Gujarati and Marathi.

“The regional market is under-served. The adoption of language content is high and our estimate is that the additional users will come from the regional markets,” said  Uday Sodhi, Sony Liv EVP and Head of Digital Dusiness SPN. Recently, Sony Liv had entered into a tie-up with Arre and Web Talkies for creating content.

“We are in talks with various players to create content and deliver it using our platform,” he added.

Asked if the company will also launch original shows in southern Indian languages, Sodhi said currently it was targeting the western and eastern markets. “There are lot of content available in southern languages. We will be focussing largely on Gujarati and Marathi language for now,” he added.

As per comScore Inc data, the online video viewership stands at 59.8 million.

Last month, Sony Liv had launched its health and wellness content. The company also said that sports as a content category has been attracting eyeballs for it. “We have been generating good response for live sporting event through championships like La Liga, T20, Barclays ATP Would Tour Finals. Sports is a huge driver and users keep coming back,” he added.

Business model

On how the company will be monetising its content, Sodhi said the company will be largely monetising through advertisements. Asked if BARC’s newly launched digital measurement will benefit OTT players and advertisers in mapping consumer behaviour online, Sodhi said, “It will be helpful to both parties as it will give an understanding on what consumers were watching”.

A recent PwC report on media and entertainment sector said that in terms of Internet advertising revenue, India is ranked eighth in the Asia Pacific region. – The Hindu Business Line