How TVF took the digital jungle by storm

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 name—was 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.”