Stage, the artist-led and dialect-based OTT platform, has announced its foray into Rajasthan with an investment of Rs 2.5 crore over the next two years to build relevant, hyper-local, professionally generated content for ‘Bharatwasis’.
The OTT that creates content in dialects of Bharat, touching upon comedy, poetry, motivation, storytelling, folktales, and more, is introducing 4+ dialects in the state. This is in line with the company’s vision to bridge the need gap for local and dialect-based content in India for multilingual people in the hinterland and smaller towns and cities and align with the government of India’s mission to ‘Go vocal for local’.
After the success in Haryana with 600,000+ downloads to date and 150+ artists, the company is foraying into the state known for its culture and diversity. There is a growing need for easily accessible and relevant local content that symbolises Rajasthan’s rich heritage, including folk songs, dances, and intriguing stories.
Vinay Singhal, Co-Founder and CEO, Stage, said, “We are extremely excited to announce our foray into Rajasthan. The state is known for its rich culture and heritage, but that is not translated into everyday content that a Bharatwasi consumes. With Stage, we are creating a unique hyper-local, dialect-based OTT platform that gives every Bharatwasi in any corner of the country an opportunity to experience the real Bharat. We are also building an alternative livelihood opportunity for the lost voices and talent of the country. Our dialect-based approach to bringing local content alive is aimed at reaching the masses and delivering relevant content. We have received encouraging feedback in Haryana and aim to double down on our efforts in Rajasthan.”
Stage’s Rajasthan content would include shows such as Aao Goan Chaalan (a Rajasthani folk song show) Kuchmadi Baalak (a Rajasthani comedy show) and with more than 15 artists already on board, including names like Harish Hindustani, Sunil Kumawat, Dhanraj Dadich, Prateek, Bhawani Pareek, Sunil Gurjar, and many more.
Stage aims to give local artists a platform to showcase their talent while earning a sustainable livelihood. Stage gives these artists an opportunity to reach 450 million+ Bharatwasis in the country and celebrates the talent that brings out the true essence of our great nation.
Stage plans to introduce a unique tipping model on the platform which is inspired by the traditional way of showing respect and encouragement to an artist. Viewers will be able to tip our creators/artists on the platform if they like their content.
In Haryana, Stage saw success with 50+ artists and 45+ shows in 2+ dialects catering to approx 600,000+ in the state. Stage aims to launch in two more states in the coming months.