Mumbai: aha was launched in 2020, as an Indian video-on-demand streaming service that provides 100% local entertainment. It started out with a 100% Telugu OTT and witnessed great success across the world with its extensive content slate that includes original programming of web series and movies, with a new release every Friday. aha has launched Tamil in 2021. aha is owned by Arha Media & Broadcasting Pvt Ltd, a joint venture by My Home Group and Allu Aravind (Geetha Arts).
Rakesh CK is the head of the SVOD business unit and business Strategy for Arha Media and Broadcasting Pvt Ltd, Rakesh has rich experience managing business operations and has been with Arha Media for close to a year now. At present, he is leading the subscription business for both their domestic and international business. In his role, Rakesh is responsible for strategising growth across aha's Telugu & Tamil language offerings.
His forte includes keen planning and implementation with expertise in devising plans for improving business performance, tapping new markets, driving high-value revenue and profit plans, building strategic alliances, and improving organisational productivity and performance.
His varied background has enabled him to view business from various vantage points and have a holistic view of business opportunities that have helped organisations he has worked with develop and upscale their reach and meet business objectives efficiently.
In an email interaction with Indiantelevision.com, Arha Media and Broadcasting Pvt Ltd head SVOD business unit and business strategy Rakesh CK, spoke at length about the platform's content and the reason for revising subscription rates…..
Edited Excerpts:
On interpreting this phenomenon of the growth of OTT in regional content gaining immense popularity and regional content managing to capture attention even amidst Hindi content dominance
The growth of OTT platforms has expanded the canvas for India's innovative content. Regional content's popularity surge can be attributed to its authenticity, cultural resonance, and ability to deeply connect with audiences. While Hindi content continues to be influential, regional content's rise showcases the power of local narratives. This resonates with audiences seeking relatable stories that reflect their culture and language.
On aha achieving a reach of 32 million app downloads and an active user base of 2.3 million in a short span of three years and its YoY growth
Achieving 32 million app downloads and an active user base of 2.3 million in just three years is indeed a journey we are extremely proud of. Despite industry challenges last year, our unwavering commitment to match up to our customers’ expectations allowed us to surpass milestones from previous years. Tamil launch gave us an added impetus and we exceeded our previous years’ numbers handsomely, showcasing our resilience and the value we offer to our customers. This year has commenced with strong growth momentum, propelling us toward further success.
On the content strategy when it comes to greenlighting shows
Our content strategy revolves around accessibility and value creation. We're investing in a diverse array of content to cater to Telugu and Tamil families. This includes acquisitions like 'Krack, Baby,' 'Samajavaragamana,' 'Malli Pelli,' and 'Intinti Ramayanam.' We're also dedicated to producing fiction originals such as 'Newsense' and 'Sathi Gani Rendu Ekuralu,' along with engaging non-fiction content like 'Family Dhamaaka' and 'Telugu Indian Idol 2.' This diverse approach ensures we deliver wholesome entertainment to Telugu and Tamil families alike.
On the strategy behind going for a rate revision in your subscription packages
Our strategy for revising subscription packages aims to offer tailored options that cater to a diverse audience. Ranging from mobile-focused plans to premium experiences like aha Gold, our goal is to provide a variety of choices aligned with varying preferences. For example, we are enhancing our Gold proposition to value beyond the platform and create experiences for Gold customers. This approach enhances accessibility while maximising the value we provide to our subscribers.
On the southern market’s consumer preference, SVOD or AVOD
Similar to the national context, the South market demonstrates diverse consumer preferences between SVOD (Subscription Video on Demand) and AVOD (Ad-Supported Video on Demand) models. Preferences vary among viewers, with some opting for ad-free experiences while others find comfort in ad-supported content.
On aha maintaining its position in the Telugu and Tamil markets and its USP to stay ahead and wow the audience as there is competition in this market from the other plates
aha's success in the Telugu and Tamil markets is rooted in our commitment to authenticity and innovative storytelling. Our unique selling proposition lies in delivering content that resonates with the local audience. Combined with our user-friendly interface and experience, this sets us apart and fortifies our position amidst competition. Staying true to our roots and consistently wowing the audience drives our continued success.
Where do you see yourself in the next three years
In the next three years, we envision aha growing toward profitability while maintaining a strong presence in Telugu and Tamil households. We'll continue providing compelling content experiences that cater to evolving viewer preferences.
On the plan to expand to other languages
While our primary focus remains on growing and sustaining success in Telugu, we continue to invest and build our Tamil proposition to a similar scale. Entry to other languages continues to be an exciting proposition, but entry is defined by multiple factors. Recognising India's linguistic diversity is key to our success and delivering quality content to a broader audience while maintaining authenticity and excellence is core to aha’s continued success.
