With an aim to diversify its content offering, media firm Sony Pictures Networks India’s over-the-top platform Sony Liv has partnered with chef Sanjeev Kapoor and Rajshri Food for food content. “Food is a big category on digital and one of the digital first categories. On the OTT front, we are the first to put the largest collection of recipes and food shows in one place. We are starting with 4,000 hours of content and we think we can double it in a year’s time,” Sony Pictures Networks India EVP and Head Digital Business Uday Sodhi told PTI here. Besides acquiring the content, Sony Liv has created some exclusive food content for its platform. Food as a category is growing at 150-170 per cent on the internet and the OTT player expects to grow the category further. “Food as a category is ideal for digital and it engages with people for a long time. Food is a great category for us to expand our audience and content. On food alone, we expect to grow by 100 per cent,” Sodhi said.
The OTT industry in the first half of the year has grown by 100 per cent and with more categories and content being added, it is expected to grow at a faster clip. The digital platform is also scouting for regional content to expand its audience base.
“We are looking for regional food content as well and if we don’t get it, we will make it. The idea is not to stick to Hindi and English but go regional as well,” he said.