India Today Group expands into original content.
India Today Group, India’s most respected media organization, announces the launch of ‘India Today Originals,’ a content hub creating original non-fiction programs and features for streaming and radio platforms.
The vertical begins with the publication of the trailer for its debut production, Indian Predator- Diary of a Serial Killer, which will be available on Netflix on September 7th.
This year, India Today Originals will include two True Crime-documentary series, Indian Predator- Diary of a Serial Killer on Netflix and Dancing on the Grave on Amazon Prime Video, the country’s two most popular streaming platforms.
With the group’s excellent material bank generated from decades of reporting expertise, India is already in a strong position to enter the original content industry. As a result, this vertical is the next natural step in the Media Group’s development and expansion. It is regarded and renowned for its story-telling expertise across all mediums – print, broadcast, radio, and digital.
As Indian viewers’ consumption habits shift rapidly to digital content and the streaming universe expands with new national and international platforms, the group’s entry into video and audio production for digital platforms demonstrates how it is not only aware of the evolving media and entertainment landscape globally, but also exploring avenues to share its vast and rich legacy in reporting stories across India.
The global epidemic hastened a paradigm shift in watching patterns, opening up a new dimension of TV viewing space known as OTT platforms. With the reach and popularity that these streaming services have attained in such a short period of time, the need for robust original Indian content has skyrocketed.
To fill this need, the group’s think tank proposed developing an original content verticals including some of the most engaging and exciting tales. The vertical is supported by the most extensive content pool, which is set by a team of professional journalists, content writers, and directors hand-picked by the India Today Group.
“When I view strong documentary material on streaming platforms, it is evident to me that this was a very natural step for us,” says Kalli Purie, Vice Chairperson, of India Today Group. The benefits of working with India Today Originals as a production partner are that you have a unique blend of storytellers from the ground who have watched the tale evolve firsthand, as well as those who know how to present a long-form story in a big and dramatic fashion.”
The vertical will be led by Chandni Ahlawat Dabas, Business Head Originals & Special Projects, who will draw on her extensive background in advertising filmmaking, documentary production, feature film production, fiction TV, and news TV to make business and creative choices for elevated & unique content for the new SBU.
The streaming efforts of India Today Originals have already started with the show-researching, development, and production phases. You may expect more exciting news releases about India Today Originals in the near future.
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