Value added services provider DigiVive today said its mobile video-on-demand application nexGTv has entered into a strategic tie-up with celebrity digital network Fluence to create celebrity-led mobile serials.
"Mobile is increasingly becoming the preferred platform for consumers, and reports indicate that this consumption is further poised to grow significantly as the average person is expected to watch TV and video content at least once a month on 2.13 devices, up from 1.53 last year.
"Our intention is to address the needs of this rapidly growing and discerning mobile audience with mobile-first content," Digivive chief executive G D Singh said in a statement.
CA Media Digital's Fluence has partnered with Endemol Shine India, in which CA Media is an investee, to co-produce the shows. "Creating premium digital shows with our portfolio of celebrities for nexGTv is another step towards our growing focus on digital content development.
This collaboration will draw audience subscriptions and views to the content and platform through our well thought out amplification program on social media thereby engaging the fans of our celebrities in a new and highly compelling way," Fluence VP Digital and Business Head Ashish Joshi said.