Overview

Engagement overview

Viacom18, one of India’s leading entertainment networks, prioritized strengthening its digital content operations and monetization strategy across YouTube. Recognizing the growing importance of digital distribution, Viacom18 focused on enabling a structured approach to content packaging, publishing, and optimization across multiple channels and languages.

In collaboration with TO THE NEW, Viacom18 enabled an integrated content operations model covering packaging, metadata optimization, publishing workflows, and claim management. The initiative supported scalable content distribution and improved monetization across YouTube and associated digital platforms, including VOOT.

Our client

Media & Entertainment
 India

Viacom18 is one of India’s fastest-growing entertainment networks, offering multi-platform, multi-generational, and multicultural brand experiences. The company operates a portfolio of leading entertainment channels and digital platforms including VOOT, reaching audiences across India in multiple regional languages.

Viacom18 client

Business objective

Viacom18 defined strategic priorities to strengthen digital monetization, improve content discoverability, and scale audience engagement across YouTube channels.

01

Optimize YouTube channels for a seamless user experience and improved content discoverability

02

Enable structured content monetization through high-volume publishing workflows

03

Increase subscriber growth through consistent optimization and engagement strategies

04

Establish a dedicated content operations team with 24x7 support for uninterrupted daily publishing workflows

05

Strengthen content packaging including metadata, localization, and subtitling workflows

06

Reduce costs on the claim management process through quick content monetization and reference ID creation

07

Reduce turnaround time for publishing primetime content to maximize viewership

08

Enable consistent creation and optimization of digital assets such as thumbnails and banners

Business solution

A scalable content packaging and monetization framework was enabled to support high-volume publishing, discoverability, and revenue optimization.

  • Content packaging workflows implemented to support video processing, metadata enrichment, and localized content readiness

  • Digital asset creation enabled to improve click-through rates through optimized thumbnails and channel branding

  • Playlist structuring introduced to improve content discovery and increase viewer engagement across key categories

  • Fast-track publishing workflows enabled to support timely release of primetime content for higher viewership

  • Claim management processes streamlined to improve monetization efficiency and reduce manual intervention

  • Dedicated 24x7 operational model enabled to ensure uninterrupted publishing across all channels

  • Publishing workflows optimized to support high-volume daily content distribution efficiently

  • Multi-language operations enabled to support content packaging and publishing in seven Indian languages

Business impact

The engagement delivered sustained, measurable results across content volume, audience growth, and cost efficiency.

300+ videos published daily across 8 YouTube channels in 7 Indian languages

 

400% subscriber growth achieved across Viacom18’s YouTube channels over a 7-year period

25% cost savings achieved on the claim management process through optimized claim management workflows

35 minute turnaround time achieved consistently for publishing primetime show content digitally

8 YouTube channels managed simultaneously with 24x7 operational support

7 Indian languages supported across all content packaging and publishing workflows