Mumbai: NBCUniversal has launched its all-reality TV ad-free subscription video-on-demand (SVOD) streaming service in India called hayu. It has launched the direct-to-consumer (DTC) service on a full array of devices: mobile, tablet, laptop, connected TVs, and selected consoles.

Targeting the broad base of viewers who are fans of the reality genre, hayu offers over 8,000 episodes of top reality TV content including all seasons of "Keeping Up With the Kardashians," from the very beginning to the final season, as well as its spin-offs – along with numerous other franchises, including the popular "The Real Housewives," "Top Chef," "Million Dollar Listing," and "Family Karma."

"hayu’s breadth of content uniquely super-serves reality fans. The service offers extensive choice, with a wide variety of unscripted sub-genres in the English language including home and design, dating, cooking, fashion, and true crime. Subscribers don’t have to worry about spoilers as the vast majority of US shows are available on hayu the same day as their US broadcast," said the company in a statement. 

“Given the immense popularity of reality TV in India, we are thrilled to be launching hayu in the country and we look forward to super-serving Indian viewers with the best-unscripted content has to offer,” said NBCUniversal managing director direct to consumer – global Hendrik McDermott. “hayu is already the premiere destination for must-watch reality TV in 27 other countries and will now deliver the same great service in India.”