How TVF took the digital jungle by storm

In this video, Arunabh Kumar, founder of The Viral Fever, talks about what helps them stand out. In a word, content

Rajesh Srivastava

Season 2, Episode 1: The New Rules of Business / Disruptors

Online digital entertainment channel The Viral Fever’s (TVF’s) first original show, Rowdies 9—a spoof of MTV’s realty show of the same namewas released in February 2012. It went on to become the first original video to go viral. The company’s other original web series, Pitchers and Permanent Roommates, are big hits too. TVF commands a subscriber base of 1.5 million and counting.

In this video, Arunabh Kumar, founder and creative experiment officer (CEO) of TVF, talks about what compelled him to start out on his own, content as their USP which attracts viewers, talent and investors alike, how he views competition from the big boys, and the need to “keep doing one scary thing every three months” to remain “cool”.  

“There was no ‘design’ in disrupting the industry,” he says. “There was a lens view of looking at content that I wanted to watch… that lens view became the USP and the differentiator and the personality of TVF.”

On the nature of competition in the industry, he says “There is no concept of competition in show business. If there are two good films, I'll see both! If there are 10 good videos, I'll see all 10.”

Was this article useful? Sign up for our daily newsletter below

Comments

Login to comment

Ishan Agrawal on Aug 08, 2016 1:24 a.m. said

if not then please do :)

Ishan Agrawal on Aug 08, 2016 1:24 a.m. said

Do you also release a podcast for the interviews?

About the author

Rajesh Srivastava
Rajesh Srivastava

Corporate Veteran, Thought Leader,

Educator & Bestselling Author

Rajesh Srivastava earned his engineering degree from the Indian Institute of Technology, in Kanpur, and studied management at the Indian Institute of Management, in Bangalore. He has over three decades of experience creating value in fields as diverse as the alcoholic beverage industry, food and commodities, personal care, lifestyle industries, education & publishing. He has conceptualised, launched, and nurtured over fifty products which enrich the lives of Indian consumers’ every day. Brands he has promoted include Bagpiper, McDowell Signature, Royal Challenge, Blue Riband, Blue Riband Duet, Captain Cook, Park Avenue Personal Care Products.

In 2002, he was named President of J. K. Helene Curtis Ltd, a Raymond Group Company. Over the next three years, he steered it to a 33% revenue growth (CGR) and doubled profits, despite operating at a time when the FMCG industry was recording a near-flat growth.

Mr. Srivastava also writes for journals and appears in broadcast media on topics of market analysis and trend recognition. His articles and columns have been published in Mint, Telegraph, Outlook, Mid-Day. He has also been interviewed as a business and marketing analyst on BBC World, Aaj Tak, and CNBC.

He has been invited as a keynote speaker, by premier schools, business schools, hospitals and corporates such as IIM Calcutta, IIM Bangalore, IIM Sambalpur, IIM Nagpur, IE Business School, Spain, Jamna Bai Narsee International School, Mumbai, Tata Memorial Hospital, Mumbai, Godrej & Boyce, Tata Telecom, Indian Oil Corporation, ICICI Bank, Crompton Greaves, Alstom India, Marico’s Ascent Foundation, AGC Networks Limited, Valmont Corporations, Hindustan Petroleum Corporation Limited, S&P Global, BSH Home Appliances and John Deere.

He has also been conducting customised workshops for many of the finest corporates including Mercedes Benz, Siemens India, Reliance Industries Ltd., Citibank, and Credit Suisse.

In 2011, he was named the Chief Operating Officer of S. P. Jain School of Global Management - Dubai, Singapore, and Sydney. He has been awarded the Best Professor Award for two consecutive years - 2009 & 2010. He also served as Adjunct Faculty at IIM Indore between 2008 to 2015.

He practises as an Independent Consultant and coaches CEOs.

Penguin Random House has published his two books, ‘The New Rules of Business’ & ‘The 10 New Life-Changing Skills’. Both have become national bestsellers. 

Also by me

You might also like