TVF expands content reach in regional languages, to launch Marathi and Kannada shows

TVF has expanded its programming line-up to include diverse content genres along with the launch of new shows in the coming months. After having experimented with a dubbed show in the regional languages, it has decided to come up with a Marathi and a Kannada show by the end of this year. After launching 18 shows last year, this is the first time the channel would be expanding to about 30. 

Spread across various formats and styles of storytelling, the line-up is aimed to give the viewers a premium content experience.

Sameer Saxena

“We are planning to do about 25-30 originals this year as compared to 18 launched last year. About 50% of the shows are originals and a 50% are follow-up seasons. We would be introducing very hard-core drama, thrillers, and supernatural thrillers this time so that we can offer a mix of all genres,” said Sameer Saxena, Chief Content Officer and Head, TVF Originals.

The channel has kept its motto ‘Lights Camera Experiment’ and will keep experimenting, he said. Working aggressively towards regional market, he said a lot of good stories can be told in that big space.  

Saxena said the audience and viewer base of the channel has changed over the years. “Back then, our audience was just centred round metros. Now we have a lot of audience from tier II and III cities. And this expansion has also allowed us to experiment a lot more on content part.”

The brand has been receiving good responses on some shows from USA, UAE and Australia. 

Asked if the channel is planning to monetise all its content, he said it is considering that aspect but nothing on an immediate basis.

Having done a reality content format via Airtel Connected Live two years back, Saxena said the channel is planning to venture into non-fiction and reality shows in the coming years.

The channel ventures a lot on long-format content and not on snackable-format content shows. Saxena explained that the audience wants good and engaging stories and they are open to watch it irrespective of the genre and format. 

“That's the changing pattern. People are willing to watch any length, any duration, as long as we have a good story.”

Some shows lined up for this year would be available on YouTube and others on OTT platforms.

“While doing brand integration for a show, YouTube is the preferred platform since OTT platforms also don’t want branded content on their network. Which platform to choose also depends on the kind of shows since not every kind of content is suitable for every platform and the audience present there,” he said.

The channel believes in integrating the brand organically in the stories so that it doesn’t look like a forced fitment. Saxena said the brands have matured in the sense that they don’t interfere with the content. The channel’s business model works on the two things: branded content and licensing out the content to platforms, which contributes 40% of the revenue. 

Talking about the tools that it incorporates while measuring the success of the shows, he said that the number of views and a complete analysis of comments are the two major criteria. Apart from this, the engagement ratio is also there. It has made available a comment section for the viewers on its app TVFPlay.

When a brand experiences higher number of queries and an increase in sales via branded content, the show is considered successful.

TVF is also bringing new seasons of some existing shows with the launch of The Aam Aadmi Family Season 3, Flames Season 2, Fathers 2 and Humorously Yours 2.

The programming line-up can be viewed here: