By Jason Inocencio May 10, 2021
One of those streaming services that Malinao points out is backed by Rakuten itself, and it is the Asian entertainment platform that is Viki. “Viki has different targeting capabilities that allows brands to be more tailored when it comes to targeting their users,” he notes. “So if I am, for example, a lifestyle fashion brand and I want to target users who are more females, maybe I want to target content or genres that are more female-skewed. That might mean more drama or romantic comedy or romance-related type of content in the Philippines. Viki also allows users or brands to target users based on key cities.”
“We know for a fact that Globe Telecom would be stronger in key cities like Metro Manila, Cebu, and Davao,” he gives as an example. “Then I want to target those key cities through geo-targeting. So connected TV really goes beyond just spraying and praying. It allows brands to be right, to be more targeted, and to be more tailored, to be able to deliver the message and to create, to deliver greater impact across their advertising campaigns.”
“Viki houses thousands of Korean, Chinese, Taiwanese, and Japanese TV dramas, movies, and TV series,” Malinao bares. “Viki is available across multiple platforms. Aside from it being having an ad-free type of video-on-demand or ad-free subscription, It allows users to have access to these thousands of libraries through the touch of their smartphones, through their desktop, or through connected TV.”
“One of the things that we’re proud of that we boast of with Viki is that we have a very connected audience,” he bares. “So connected in a sense that they are users of their smartphones, they watch it on the desktop, and they watch it on connected TV. On top of that, they are very socially active so on the platform itself, it allows users to leave comments about the TV show, live ratings, chat with their fellow watchers, or even do the subtitles for us on the platform. We have about 200 languages, and all of these are translated for us by our avid fans, by our users.”
With more and more content going on streaming services, the words “content is king” have never been truer. And with a library resplendent in shows and movies from across Asia, what perhaps helps Viki stand apart from its competitors is the interactivity that it allows. With its users able to leave comments and interact with other members of the audience, there is a sense of community among Viki users even as they share their affinity for the series and movies that they enjoy using their own devices. Since leaving our homes continues to be a difficult proposition, this feature of Viki can actually relieve some anxieties that have been built up over the past year.