NBC's international SVOD (subscription video-on-demand) service hayu will now target India's growing band of viewers hooked to reality TV content.
The company has launched its ad-free SVOD platform on a direct-to-consumer basis across a range of platforms like mobile, television, tablet, laptop and selected consoles.
The platform has collated over 8,000 episodes of top reality TV content, including all seasons of Keeping Up With The Kardashians and its spin-offs, along with numerous other franchises like The Real Housewives, Top Chef, Million Dollar Listing and Family Karma. The content spans across genres of true crime, home and design, cooking, dating, and fashion.
While several OTT platforms, including Amazon Prime Video, Netflix and Disney+ Hotstar offer reality shows, none is exclusively focused on this genre.
Hendrik McDermott, managing director, direct-to-consumer, global, said, “Given the immense popularity of reality TV in India, we are thrilled to be launching hayu in the country and look forward to super-serving Indian viewers with the best-unscripted content we have to offer.”
He added, “Hayu is already the premier destination for must-watch reality TV in 27 other countries and will now deliver the same great service in India.”
Hayu has grown into a popular all-reality service in many international markets. Fans of reality TV can subscribe for a three-month prepaid pass for Rs349 or fpr a year for Rs999.