The Marathi web-series is a strategic move to augment the traction that the platform is currently receiving from regional audiences. It was launched on January 11.
Digital entertainment platform, SonyLIV has announced the launch of 'Yolo' - You only live once, the first-ever regional language web-series on an OTT platform in India. Conceptualised and developed by Indian Magic Eye, 'Yolo' is a Marathi web-series that is centred around the coming-of-age story of four young adults - Choko, aka Shivraj Waichal, Sarika, aka Shivani Rangole, Rochak, aka Ruturaj Shinde and Pari, aka Shashwati Pimplikar.
'Yolo' was launched on SonyLIV on January 11.
Directed by Sameer Vidwans, 'Yolo' is the story of four young adults who unexpectedly go through a series of dramatic events that transform their perspectives on love, relationships, sex and life in general. The story also involves differences in opinion between two generations on concepts of morality and ethics.
Sai Tamhankar, Nagesh Bhosale and Anand Ingle who are the well- known faces in Marathi entertainment industry also feature in this web series.
The launch of 'Yolo' which is in sync with SonyLIV's uplifted brand ethos of 'We LIV to Entertain', is also a strategic move to augment the traction that the platform is currently receiving from regional audiences who are actively embracing the digital platform as a primary means of content consumption.
Uday Sodhi, EVP and head - digital business, Sony Pictures Networks India says, "The Marathi regional audience is gradually emerging as a large and strong consumer base for original content on the digital medium. To cater to their emerging desire for high-quality entertainment in their language and with a cultural essence they can relate to, we are proud to roll out 'Yolo'. This move underlines our commitment to deliver the most appealing original content across the traditional boundaries of genres, languages or geographies. The motive is to delight and entertain, whilst also raising the common issues surrounding the youth."
SonyLIV is the first premium video-on-demand (VOD) service by Sony Pictures Networks (SPN) providing multi-screen engagement for users on all devices. Launched in January 2013, it enables users to discover 20 years of content from the network channels of Sony Pictures Networks. It also provides an array of movies, a line-up of events across all sports, shows, music, and product reviews.
SonyLIV has fetched 27 million app downloads so far.