Zomato to launch into video with 18 original shows

Marco Green
September 14, 2019

This new video streaming service will drop 18 original shows over the next three months, starting from September 16. Having content will encourage restaurants to place video ads as the probability of them getting watched by people is higher.

"Biryani and Salan. Bacon and Eggs". As the competition is constantly on a hike in regards to online streaming, food app Zomato has entered the competition bravely.

Food aggregator and delivery app Zomato is now dipping its toes into video streaming, with the launch of Zomato Originals.

If any of that sounds remotely interesting to you, you can watch six Zomato Originals - ranging from 3 to 15 minutes - in a new "Videos" tab available Monday in the new Zomato app, available on iOS and rolling out to everyone on Android.

The Zomato Original shows will include comedy, reality shows, fiction, advice, celebrity interviews related to food. It's launching 18 original shows, each of which will have episodes ranging between 3 to 15 minutes. It has tied up with celebrity chef Sanjeev Kapoor, comedians Sumukhi Suresh, Sahil Shah, Neville Shah and social media personalities like Janice Sequeira among others.

That leaves us with the comedians, who are spread across out across four shows. "We have commissioned production houses that sppecialises in different kinds of formats across non-fiction and fiction", Durga Raghunath, senior Vice-President, growth, Zomato, told Moneycontrol without sharing the investment amount. "With shows in both Hindi and English, we hope every corner of India will tune in to Zomato to hone their taste buds".

The company claims it has over 70 million monthly active users with 1.4 million premium Gold subscribers. Recently, e-commerce giant Flipkart announced its entry into the video content war, which in India is now led by the likes of Netflix, Amazon Prime Video and Hotstar. US-based Netflix is also eyeing the Indian market with aggressive offerings.

Overall, there are more than 35 OTT players in India, including worldwide players such as Amazon Prime, Netflix, Apple and Google, along with large Indian players such as Hotstar, SonyLiv and Zee5.

According to sources in the company, Zomato, which has been trying hard to sell its video advertisements to restaurants, cloud kitchens, and other clients on the platform, believes that entertainment content would help it bring in more restaurants.

Other reports by Click Lancashire

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