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WittyFeed has announced the launch of ‘CatchUp’, a social infotainment start-up that will give users the opportunity to stay on top of trends online via an audio-visual format. An essential offering of CatchUp is that the media-rich content is served to the user in nuggets of (3 sec-3 mins), making the platform the first-of-its-kind in India.

In the midst of changing algorithms of social media platforms affecting the future of digital publishing every day, the company believes that new platforms will emerge by innovating on format and monetisation methods for publishers. Following the same reason, WittyFeed also decided to consolidate its India business in the new platform.

The content on CatchUp is curated from across various publishers in different categories such as Bollywood, politics, sports, lifestyle, health and fitness, and social media, etc. CatchUp delivers a unique personalised experience for users (backed by proprietary algorithms) to kill FOMO and keep up with the latest and happening things on the internet in the form of updates throughout the day. Some of the interesting channels on CatchUp are ‘Social Media Today’, ‘Politics Today’, ‘FoodMate’, ‘Sports Today’, ‘Adbhut India’, ‘ Bhasad’, ‘InnerVoice’, ‘KuVichar’, ‘Science and Tech’, etc.


Vinay Singhal

Vinay Singhal, Co-Founder & CEO, CatchUp, said, “While building nine successful global digital media brands, including WittyFeed, over last four years, we realised that users’ content consumption behaviour has shifted majorly. Mobile devices allow users to consume content at their comfort and keep up with what’s happening around them. My Time has become the new Prime Time.”

“With so much clutter that exists on new-age UGC platforms, there is a space that exists for PGC-led UGC platform that delivers personalised content experiences while also allowing the user to express themselves. We are looking forward to solving these inefficiencies with our new platform CatchUp,” he added.

The average attention span of today’s internet user has gone to an all-time low; they prefer micro-consumption over long-form content. The next billion to access the internet are from tier II and tier III markets who may not know how to read but can watch and listen.

Voice and video are the new content drivers. The trends show that they consume content in local language (vernacular) more than in other languages. Between the content clutter plus breaking/ trending news, FOMO is the default emotions for the youth. They feel the need to catch up with what they have missed out on.