'Regional should be part of core strategy to target next generation of digital consumers'
At e4M Content Jam 2022, Dubash, COO, ShemarooMe OTT and Digital Businesses, shares why regional content has become a must for every brand today
At e4M Content Jam 2022, Zubin Dubash, COO, ShemarooMe OTT and Digital Businesses, shared his insights on why regional content has become a must for every brand today.
According to Dubash, the viewership of regional language content is high on OTT platforms and local content is going to be the lowest hanging fruit in this era.
“The regional consumption of all our content is significantly growing rapidly. We are witnessing some amazing numbers on our regional content,” he mentioned.
“The customers in general are not channel-loyal. They are content-loyal. Content is where people go,” says Dubash.
He added, “We found out that there is a huge community out there that enjoys Gujarati content. We have a Gujarati content library on the platform, but beyond that we also provide guaranteed weekly content on the platform. We also commission a lot of web series and theatre plays that Gujarati people are very fond of. It’s a huge craze as far as the Gujarati community is concerned. We have seen amazing traction on our platform. We have millions of customers using our service. It helped us understand what kind of content customers really want.”
“Regional is the way to grow because it makes customers loyal to your platform. ShemarooME works on the principle of CAS (content as solution),” he shared.
Dubash summed up his session saying that regional is definitely growing and it should be a part of the core strategy to address and target the next generation of digital consumers.
