Mumbai Aditya Birla Group’s Applause Entertainment is all set to enhance its regional content catalogue. For this Applause Entertainment is now going to make its footsteps in South Market as well and while announcing it, they have set up an office in Chennai. Buoyed by the opportunities presented by the regional OTT space, Applause will work on its content rights and creation strategy in the South. Pramod Cheruvalath (Director/Producer) of Sign of Life Productions has joined Applause Entertainment as Producer Vignesh Menon to lead this ambitious plan as South – Content Head.
Pramod had earlier produced Iru Dhuruvam (Tamil) with Applause Entertainment for SonyLIV and will now be responsible for building Applause’s content slate in all 4 southern markets to deliver a range of premium series and films in different languages. Various slates can be prepared. Prior to this, Content Studios has produced series like the humble politician Nograj (Kannada), Vadham and Kuruthi Kalam (Tamil) apart from producing the second season of Iru Dhuruvam.
Commenting on the expansion, Sameer Nair, CEO, Applause Entertainment said, “Global Streamer has created a truly flat world. Content from every geography and every language gets an opportunity to reach audiences everywhere. Following our successes in the Hindi/Hinglish category, we are really looking forward to working with amazing talent in Tamil, Telugu, Malayalam and Kannada to deliver original authentic stories both domestically and internationally. Pramod on-board to oversee this expansion is our first step in that direction. Their extensive network, market knowledge and creative expertise will help us build our unique hub and spoke business model in the key South Market, which will drive House of Applause further down the South.
Pramod Cheruvalath said- “Applause Entertainment since its inception has supported and created powerful content across genres. Regional content has unexplored potential and has the potential to create a strong connect with local, national and international audiences. I am extremely delighted to be working with Sameer and the team at Applause Entertainment and to take on this new role that will bring authentic and relatable South stories to audiences across the globe with Applause Slate.