Applause Entertainment, part of the Aditya Birla Group, has announced its expansion in the southern market, with an office in Chennai.
With this, the company will further develop its South content acquisition and creation strategy.
It has also appointed Pramod Cheruvalath as content head, South.
He will be responsible for building Applause Entertainment’s content slate in all four southern markets, to create a diversified slate of premium series and movies across languages.
Cheruvalath moves from Sign of Life Productions, where he was director/producer. He spent over 22 years at the company.
Sameer Nair, CEO, Applause Entertainment says, “The global streamer has created a flat earth and indeed, a global village. Content from every geography and in every language has the opportunity to reach audiences everywhere. After our successes in the Hindi/Hinglish category, we are really keen to work with the amazing talent in Tamil, Telugu, Malayalam and Kannada to tell rooted authentic stories for a domestic and international stage. On-boarding Pramod to oversee the expansion is our first step in that direction. His extensive network, market knowledge and creative expertise will help build our unique hub and spoke business model in the key Southern markets”.
Cheruvalath said, “Ever since its inception, Applause Entertainment has backed and produced clutter-breaking content across genres. Regional content has unexplored potential and the ability to establish a strong connect with a local, national and international audience. Happy to take on this new role to work with Sameer and the team at Applause Entertainment to upscale the Applause Slate with genre breaking authentic and relatable South stories for a worldwide audience.”