OTT video service Viu has inked a content collaboration deal with Discovery Networks Asia Pacific to rapidly grow digital audiences in Southeast Asia.
Viu users will now have access to content from the library of Discovery Networks Asia Pacific channels on an on-demand basis, including Discovery, Discovery Asia, Animal Planet, Food Network, TLC, and HGTV. This will include lifestyle content (Jason Tastes Asia, Family Kitchen with Sherson, and Cooking for Love), reality content (Cake Boss, 90 Day Fiancé, and Iron Chef Gauntlet), and docuseries (Deadliest Catch, Gold Rush: White Water, and Extinct Or Alive).
The content will carry English, Bahasa Melayu, Bahasa Indonesia, Traditional Chinese, and Thai subtitles per as-available basis, as it will be available in six markets. They include Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, and Thailand. This move will also allow Viu users access to Discovery’s latest Asian Food Network channel. The Asian Food Network (AFN) is an evolution of the Asian Food Channel which was reimagined to embrace a digital-first approach.
According to Janice Lee, chief executive officer of Viu, the collaboration with Discovery marks a further step in the continual expansion of its offerings to enrich the content experience for viewers through international and regional collaborations as well as through the development of Viu Original. “With Discovery we see the opportunity to offer top quality factual and lifestyle entertainment, including travel, lifestyle and living, that resonates with a broad spectrum of our audience on the Viu platform,” she said.
Meanwhile, Anna Pak, vice president and general manager for Southeast Asia, Discovery Networks Asia Pacific said the company’s earlier collaboration with Viu on No Sleep No FOMO gave Discovery a deeper understanding of Viu’s expanding user base across the region and the service it provides. “This is particularly important to us as a premium brand and our efforts to offer our modernised Asian Food Network content to a broader audience,” she added.
Viu Original made its debut in Singapore in March this year, with the release of reality travelogue, No Sleep No FOMO. The show marks the first production to include a new interactive element that lets viewers engage directly with the show and its cast members. Dubbed as Viu Engage, the element also gave social media followers and audience the opportunity to influence the course of the hosts’ adventures by interacting on their social media channels in real-time.
Recently, Discovery Asia Pacific partnered with Gojek’s food delivery service GoFood to promote a variety of local Indonesian culinary on its Asian Food Network channel. This multi-stakeholder collaboration will produce a series of videos that will be shown on GoFood services, its social platforms and blog.