OTT Industry Takes a Bold Leap Forward with Landmark Merger

In a strategic move set to transform the local media landscape, the country’s three licensed OTT platforms—Samuh, Shangreela, and Songyala—have announced their merger into a single powerhouse, now branded as Samuh+Shangreela. The decision, formalised on Saturday with the signing of a Memorandum of Understanding by the platforms’ founders and CEOs, signals a new era for digital entertainment and local content production.

A Response to Industry Challenges

The consolidation comes against a backdrop of high capital costs, a limited market, and sluggish growth opportunities that have long stifled expansion in the nation’s OTT sector. By joining forces, the new entity hopes to overcome these hurdles through shared resources, expertise, and robust networks among their board members. “The main reason we are moving forward with the merger is to become stronger and more successful,” stated Nyema Zam, Founder and CEO of Samuh. “We believe that combining our experience will not only solidify our position at home but also help us expand into regional markets.”

Fueling Growth and Innovation

Since the merger talks began last September, the process has been bolstered by support from the Department of Media, Creative Industry, and Intellectual Property. Industry leaders are optimistic that the new platform will unlock significant revenue potential—projected to generate between Nu 60 and 100 million domestically per month and over USD 1 million monthly from regional and global markets. Moreover, the merger is poised to create approximately 2,000 jobs over the next five years, spanning full-time, part-time, and contract opportunities in various creative and technical fields.

Sangay Tsheltrim, Chairman of Shangreela, expressed his enthusiasm about the collaboration: “After merging, we are going to do big. All our ideas will be pooled together to drive a bigger vision, one that not only entertains but also creates vital youth employment.”

A Diversified Entertainment Portfolio

The newly formed Samuh+Shangreela is not limiting itself to on-demand television. Plans are already underway to launch three private TV channels, expanding the platform’s reach and influence. The ambitious content slate is expected to feature a wide array of productions—from feature films and documentaries to drama series and reality shows. “We are going to come up with so many content pieces—from movies and short films to documentaries and TV shows—requiring a diverse pool of talent including actors, scriptwriters, directors, and more,” said Sonam Ugyen, Founder and CEO of Songyala.

Leadership for a New Era

Under the merger agreement, the leadership structure has been carefully outlined. Nyema Zam will lead the unified platform as Chief Executive Officer, Tshering Gyeltshen of Shangreela is slated to serve as Creative Director for Film and International Partnerships, and Sonam Ugyen will take charge as Executive Producer for TV Shows and Local Partnerships. These roles are set for a term of three to five years, with renewal options based on performance and evolving market demands.

A Vision Beyond Borders

The merger is more than a business consolidation—it represents a commitment to nurture the local creative industry and foster an ecosystem akin to those seen in more developed markets. “When we look at the complementary nature of our business and the overall media ecosystem elsewhere in the world, which is currently non-existent in our country, we felt it was an opportunity we couldn’t miss,” added Tshering Gyeltshen.

As Samuh+Shangreela embarks on this transformative journey, industry experts and local audiences alike are watching closely, hopeful that this pioneering merger will not only redefine entertainment but also serve as a catalyst for economic and creative growth across the region.

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