With a Censored Filter, ULLU Aims to Change
Perception
Since its inception in 2018, the home-grown OTT
platform ULLU has become one of the fastest-growing OTT platforms which showcase
approximately 46800 minutes of exhaustive, multi-genre programming of original
content. While their target is mostly Tier 2 and Tier 3 audiences, their
subscriber base also includes users from Tier 1 cities too who like to watch
their content by paying for it. This is a positive sign for the platform as its
getting well received by not only the rural parts but also the urban audience.
To make the app more family-friendly, ULLU has
launched a 2.0 version of the app that will include high-end content and also
improve the in-app experience. The 2.0 version of the app has a ‘censor’ filter
to let users choose the type of content they want to see which is known as
‘Censored Movie Programming’. Once the filter is switched on, the content will
automatically switch to family consumption viewing, editing all the adult
content out. It will also give a warning regarding consumption of alcohol and
cigarettes, beeping out abusive language, and editing the violence and sexual
content. They have further included a premium segment known as ULLU Gold which
will showcase movies/web series starring high-profile actors & directors.
There will also be a segment known as ULLU Silver which will have new movies
(released till 6 months ago) which will be available on the platform. It will
have an AVod model built for the consumers who don’t believe in spending on
subscriptions. Additionally, the app will also be introducing a ‘RENT-A-MOVIE’
section which will be pay-per-click-per-view.
Commenting on the development, CEO and Founder of
ULLU, Vibhu Agarwal shares, “The OTT segment saw a phenomenal growth last year
due to the pandemic- and ULLU benefited from it witnessing a 220% growth, both
in revenue and subscriber base. We now have 48 million users. With ULLU Silver,
we hope to increase our subscriber base by another 40-50%. We don’t want ULLU
to only be an OTT platform and hence we will soon be diversifying into
Merchandise and telecommunication as well.”
