Maaduu: A Successful Year of Free Online Video On Demand TV Channel
Maaduu is the first and only free and legal online video-on-demand television channel in Malaysia that broadcasts prime-time K-dramas and live performances by K-pop artists, 48 hours after its release. Korean KBS and MBC respectively released in Korea. It plays high quality videos with English subtitles.
Its library stores over 2,000 hours of Korean goodies in full episodes of over 150 dramatic titles – including the beloved Autumn in My Heart, Winter sonata, Boys Over Flowers, Wol and The President and Cruel Love to name a few.
Since his debut in September 2010, Maaduu has been at the top with great response and huge demand from over one million Korean film fans across Malaysia. In just one year, Maaduu has almost 1.5 million fans on Facebook (in November 2011) and more than 600,000 registered members (in August 2011). Note that its millionth fan was acquired in just 9 months, making it the fastest growing video streaming portal in Malaysia.
According to Maaduu’s latest statistic from August 2011, 66% of fans are Malaysian, 31% are Chinese and 4% are other, with the majority of fans being between 15 and 34 years old. Other interesting facts found were that on average each fan spent 3.5 hours per week and fans made over 33,000 Facebook engagements (post and comments) per week.
One of the factors that has stuck its community together is its “ Join Discussion ” feature which integrates with Facebook, which allows viewers to chat and share their experience with other viewers and fans on each drama / show. .
Although Maaduu is only a one-year-old startup, it manages to grab the attention of big brands to advertise with them such as DiGi, McDonald’s, Estee Lauder, Drypers, Libresse, Pantene, Clinique and more. . Ads play for 3-5 minutes at the start of each session – which is a reasonable trade-off for 60-70 minutes of viewing compared to commercial TV channels which broadcast 12-16 minutes of ads per hour.
“Consumers develop an affinity with Maaduu or the advertiser’s brand to make Maaduu possible and free. It is no longer about ‘throwing’ a sale to the consumer, but rather mobilizing loyal ‘unsolicited’ support for our services and products by advertisers, ”said Dennis Lee, founder of Maaduu.
According to Maaduu, the team is working on several new features such as Chinese and Malaysian subtitles and mobile apps for fans to watch on their smartphones.
Maaduu Singapore was recently launched in June 2011 and there are plans to expand further to Japan, Taiwan and Hong Kong.
Based on the list of advertisers, we believe Maaduu successfully made the right decision early on to monetize from advertising rather than taking advantage of subscribers’ pockets. It also proves that major Malaysian brands take internet advertising seriously.
Maaduu is owned and operated by PlayTV Asia, which is founded by Dennis Lee and Syed Yazrine.
Maaduu was started by five longtime close friends who had previously had an e-learning business relationship and they first conceptualized the idea in early 2000.