Viacom18 launches subscription VOD service for kids
Priced at Rs 99 per month and Rs 799 per year, the service is first subscription service from the broadcast network. Certified by Early Childhood Association (ECA), VOOT Kids will be available to download on iOS and Android Play Store.
Priced at Rs 99 per month and Rs 799 per year, the service is first subscription service from the broadcast network.
Certified by Early Childhood Association (ECA), VOOT Kids will be available to download on iOS and Android Play Store.
“We realized that in order to make Viacom18 future ready, we have to build our digital portfolio. And while Voot is there for adults, it made a lot of sense for us to bring in a separate kids app as we have a lot of local and global IPs,” said Sudhanshu Vats, Group CEO & MD, Viacom18.
Vats added that VOOT Kids is a unique product, which combines watchin, listening, reading and learning. “It’s a first Indian multi-format app for kids,” he said. “As a network, we have been the undisputed leader in kids’ entertainment content since the past 5 years. Our digital play VOOT is the second largest video-on-demand platform in the country today.”
Targeted towards kids between age 2012 year olds, the service will have more content for the preschoolers. It will have toons, best of pre-school and learning shows, picture e-books, audio stories and fun quizzes.
Viacom18 has got content from Nickelodeon, Oxford University Press, Warner Media, Green Gold, Ceebeebies, TV Asahi, Sony Music, Hasbro, Mattel, Lego and others for this service. “We practically have everything that is not Disney,” Vats said.
Gourav Rakshit, COO, Viacom18 Digital Ventures, added that the foray into the subscription space with VOOT Kids is the first step in the company’s journey towards building an entire digital ecosystem under brand VOOT.
“VOOT Kids has been built on the 3 pillars of Product Experience, Content and Safety. In VOOT Kids, we are bringing an offering that is child-friendly, yet parent focussed and gives them an opportunity to bond with an immersive co-consumption experience,” Rakshit said.
The company has planned a high decibel integrated marketing campaign that will reach over 50 million households driven by a mix of print, on-air, on-ground activations and digital outreach.