Viu, a regional over-the-top (OTT) streaming platform, is joining hands with GMM25, a digital TV channel operated by GMM Grammy Plc, with the aim of capitalising on the growing millennial audience.
To expand its content portfolio, Viu yesterday signed an agreement with GMM25, its first such deal in Thailand, adding a range of Korean drama series and variety shows to strengthen Viu's position in offering Asian entertainment.
Thawatvongse Silamanonda, country manager of PCCW OTT Thailand, which operates Viu, said OTT streaming has increasingly become a viable option for Asian content consumption.
Viu is trying to focus on providing relevant content to local markets such as Thailand, along with pioneering free and premium tiers of services tailored to different viewing habits among Asian audiences.
Mr Thawatvongse said that having quality and strong content is key in attracting higher engagement with viewers, so partnering with GMM 25's top programmes will help affirm Viu's commitment to bringing premium content to viewers.
He said the premium programme line-up from GMM25 will enable more relevant, highly localised content to attract more viewers to the platform.
"We are aiming to get as many local people to the platform as possible, and GMM25 is the first platform that we chose due to its outstanding creativity," Mr Thawatvongse said, adding that the partnership will help strengthen Viu's audience in Thailand.
GMM Grammy group chief executive Boosaba Daorueng said the rapidly growing millennial audience makes GMM Grammy's partnership with Viu important. The company is always aiming to support existing audiences while capitalising on these millions of active users.
To capture the rising number of OTT users, Ms Boosaba said both parties are focusing on pioneering and innovating both the content and the platform.
Ingfah Damrongchaitham, GMM Channel's assistant vice-president for content marketing, said that despite the company having many partnerships with various OTT platforms such as Line TV and YouTube, partnering with Viu will make GMM Channel stronger because Viu can serve another missing piece in the company portfolio with its drama and variety content expertise.
Viu has been operating for 18 months and has already extended its footprint into 15 market,s with Thailand the latest, having been set up last year. Viu has 16 million active users.
In Thailand, Viu achieved 2.3 million downloads, with women the majority group.