ZEE5 To Premiere Tamil Web Series ‘Ayali’
The series ‘Ayali’ is the narrative of Selvi (played by Abi Natchathra) who wants to become a doctor. But her family and village’s customs are against her.
On Thursday, the brand-new Tamil original series Ayali will make its debut on ZEE5, the company’s streaming service.
The eight-episode series, which is produced by S. Kushmavathi’s Estrella Stories and is helmed by Muthukumar, has notable performances by Abi Nakshatra, Anumol, Aruvi Madhan, Lingaa, and Singampuli.
According to industry experts, video streaming services are anticipated to allocate between 50 and 60 percent of their resources to southern-language programming, which has a strong following and draws 30% of OTT users.
Netflix had a lot of success with movies like RRR, Beast, and Jana Gana Mana, and Amazon Prime Video experienced a lot of interest in its Suzhal original Tamil release.
The other benefit, according to producers and executives, is that southern originals are simple to put together because talent expenditures are lower than those for Hindi programming.
According to estimates, the five areas in the south accounted for 50% of the overall gain in subscriptions in 2022.
“The shift in the audience’s usage to streaming platforms during COVID has enhanced their desire to consume content across channels.
This has increased the popularity of watching entertainment in many languages, whether through dubbed or subtitled versions.
Additionally, the accessibility of many dubbed versions allowed expensive south Indian films to resonate not only with Indian consumers but also with viewers outside, Manish Kalra, chief business officer of ZEE5, India, told Mint in an earlier interview.
With Telugu content dominating the charts, the platform has seen a 92% rise in watch time, Kalra had noted. The most popular shows were RRR (on ZEE5, Netflix, and Disney+ Hotstar), Karthikeya 2, Valimai, and Bimbisara.
Thrillers like Vilangu and Recce, as well as comedies like Aha Naa Pellanta and Hello World, all earned positive reviews. In actuality, RRR was the most watched Indian movie on Netflix worldwide.
