Moscow: Star Media has entered into a partnership agreement with white label OTT service provider OTTera. The partnership envisages an extension of opportunities to view Star Media content for the global audience thanks to the launch of the proprietary streaming service LAVA designed for Smart TV, mobile phones and tablets.
At the initial stage, the streaming service will offer the company’s most popular content with the further extension to the whole library, which accounts for over 7.5 thousand hours of ready-made content. Most of the projects will be available both dubbed and subtitled in 6-8 languages including English, Spanish, French, Portuguese, and others. At the second stage, the company will offer cooperation opportunities to all its partners whose content is already successfully aggregated by the company’s multi-channel network on YouTube and protected against pirates by ContentScan, a service working with the use of artificial intelligence technology.
LAVA will rely on a combined business model. Content will be publicly available via the advertising and subscription models with the latter providing access to all projects presented on the platform with no ads.
Star Media Group President Vlad Riashyn said:“Launching our own streaming service LAVA, we are not planning to compete with global platforms and local streaming services that entered the market long ago. On the contrary, we want to cooperate. Our target audience are descendants from the former Soviet Union, members of their families and friends living all over the world. Key markets are North and South America, Western and Eastern Europe, Israel and a part of Asia. We have reached out to some part of the Russian-speaking audience with YouTube and want to increase the segment consistently with the additional service. New original projects will enter the scene soon, including the ones we are planning to co-produce with other partners with possible division of territories. By the way, LAVA is one of the few words that has the same meaning in the majority of languages.”
OTTera Chairman-Co-CEO Stephen Hodge said:“Star Media is actively strengthening its presence in the international market working with many well-known foreign companies. We are glad to collaborate with such an ambitious company. Together, we will be working on drawing attention to their multi-language content from the side of new audiences worldwide thanks to the universal and simple app available in any place of the world. Seeing how successful our partners are in the field of paid channels, promotion of content on YouTube and Amazon Prime Video, we believe that Star Media will manage to become a powerful player in the OTT industry.”
Star Media Group CEO Maria Grechishnikova said: “Star Media is constantly expanding monetization opportunities for its main asset – content. Development of our own streaming service LAVA is an ambitious and unbelievably promising business area. Seeing the interest in the Russian-language content outside the CIS, we stake on the foreign market where the Russian-speaking audience, by various estimates, accounts for around 35 million people, and taking into account their family members and friends, this figure can be freely doubled. Seeing the success of our historical and other projects on the leading foreign VOD platforms and YouTube, we understand that other audiences are also interested in our products. I believe that the partnership with OTTera will allow making our new business successful.”
Theservicewill allow watching films and TV series on all possible devices. To reach a bigger number of consumers, content will be available in several languages, subtitled or dubbed. And all of it will be possible thanks to one app — LAVA.
New streaming service LAVA will be available to users in autumn of 2021.