Set to launch in June 2024, the platform dubbed ‘Hari Om’ will feature ‘U’ rated content only or shows that are suitable for audiences of all ages
It will also offer animated content curated around mythology for its younger audience
Agarwal’s pivot to a mythological OTT platform comes at a time when Ullu is facing probe from multiple government bodies for allegedly selling pornographic content using school children
At a time when the IPO-bound Ullu Digital is facing mounting pressure from Google and the National Commission for Protection of Child Rights (NCPCR) for its adult-only content, the streaming platform’s founder and chief executive officer Vibhu Agarwal is gearing up to launch a mythological OTT platform called Hari Om in June.
The new platform will feature ‘U’ rated content only or shows that are suitable for all age groups, Mint reported.
Hari Om is said to have 20 mythological shows in its line-up, featuring themes specific to Indian heritage, culture and spirituality that have captivated younger audiences worldwide.
The report further said that both short and long-form ‘U’ rated content will be available to stream on Hari Om, aimed to resonate with audiences of all ages, including kids, youth and senior citizens, along with bhajans in both video and audio formats.
It will also offer animated content curated around mythology for its younger audience.
“As Indians, it is essential for us to know our roots, culture, tradition, and heritage to develop a sense of pride and respect for it. This app will feature only mythological and religious content which can be consumed by the entire family together. Recognizing the demand among the senior citizens and younger audiences to explore our Indian mythology, we are delighted to announce Hari Om,” the report quoted Agarwal as saying.
Hari Om has a slew of titles in the store for its audiences such as ‘Shri Tirupati Balaji’, ‘Mata Saraswati’, ‘Chaya Grah Rahu Ketu’, ‘Jai Jagannath’, ‘Kaikeyi Ke Ram’, ‘Maa Lakshmi’ and ‘Navgrah’, with performances from actors like Sharad Malhotra, Rati Pandey, Yuktii Kapoor, Mrunal Jain and Vishal Karwal among others.
Agarwal’s pivot to a mythological OTT platform comes at a time when Ullu is facing probe from multiple government bodies for allegedly selling pornographic content using school children.
In March, the streaming service landed in hot waters after child rights’ body NCPCR asked the government to take action against Ullu, alleging it contained “extremely obscene and objectionable” content, which is accessible even to children.
Subsequently, tech giant Google reportedly removed much of the adult content from the Android version of the app. The development was significant in that Ullu’s OTT play was built around adult-only content.
The crackdowns couldn’t have come at a worse time as Ullu is on the brink of an initial public offering (IPO).
In February, the company filed its draft red herring prospectus (DRHP) with the Securities and Exchange Commission of India (SEBI) to raise INR 135-150 Cr through IPO.
