UCWeb, an Alibaba Mobile Business Group company, has inked a strategic partnership
with Hindi general entertainment channel Colors, in a bid to be a content distributor and digitise entertainment content on mobile. The company also re-launched its mobile internet browser with a refreshed look.
The partnership with Colors is built around four shows — Jhalak Dikhhla Jaa, 24, Bigg Boss and Comedy Nights Live. Users will have access to exclusive fan zones on the homepage of the browser, offering behind-the-scenes content; Manish Paul, host of Jhalak Dikhhla Jaa, will offer his take on the show through a blog; while viewers of 24 will see the experience of the show being replicated through a game which will be first launched on 9Apps (UCWeb’s marketplace for mobile apps). For the upcoming Bigg Boss 10, users will have exclusive access to behind-the-scenes footage, viewing of the house etc.
Interestingly, this is the first of its kind content partnership by a web browser in India. With a market share of close to 50% and around 80 million monthly active users (MAU), UCWeb does not think of Google’s Chrome or other browsers like Opera Mini as competitors, because of their differentiated focus on content.
“Entertainment is big in India and our partnership with Colors seeks to build long-term engagement for the content on Colors TV through multiple platforms,” says Robert Bu, GM, UCWeb India. “Digital content consumption is on the rise and the challenge for content creators is to be able to customise, curate and present diverse content to users to strengthen their engagement. The solution that UC browser is offering is ‘digitised environment.’”
The focus on entertainment is driven by statistics that show eight out of the top 10 English keyword searches are related to entertainment. The same number falls to three for Hindi keywords.
Among Indian states, Maharashtra is the biggest consumption market in entertainment with over 42% of daily content consumption, states UC Browser.
“Our strategy is to focus on glocalisation — which is going global by offering localised solutions in each market. We believe this strategy will lead us to a new digital era, which is GUF — Google, UCWeb and Facebook,” states Jack Huang, president, Overseas Business, Alibaba Mobile Business Group.
Driven by big data technology, the effort is to offer customised solutions to local communities and add more value to Indian users by using data compression and cloud technology for faster browsing, streaming and download.