New Delhi: Stand-up comedian Samay Raina has taken the next step in his digital entertainment journey with the launch of his new app, “India’s Got Latent.” Named after his popular YouTube show of the same name, the app aims to become a platform for diverse content, including exclusive episodes, shows across genres like poetry and rap, and more.
Raina announced the app launch on his Instagram story, emphasizing a key aspect: freedom from censorship. “The content on the app will not follow brand guidelines,” he stated, indicating a platform where creators can express themselves without the constraints often imposed by traditional platforms.
“India’s Got Latent” is a satirical take on the popular reality TV show “India’s Got Talent.” Inspired by the American show “Kill Tony,” hosted by comedian Tony Hinchcliffe, it features a unique scoring system. Contestants perform their talents before a panel of judges and rate their own performance out of 10. If their self-rating perfectly matches the judges’ average score, they win the entire ticket revenue from that episode.
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The show has gained a significant following on YouTube, attracting a diverse range of guests, including actors Siddhant Chaturvedi and Badshah, actress Poonam Pandey, entertainer Rakhi Sawant, comedian Vipul Goyal, and other prominent content creators. Some episodes are currently available exclusively to members of Raina’s YouTube subscription, which costs Rs 59 per month.
Raina’s decision to prioritize creative freedom and eschew traditional brand guidelines might pose a challenge in attracting sponsors. While the YouTube show has enjoyed immense popularity, with brands like fintech startup POP UPI and used-car retail platform Spinny sponsoring episodes, Raina’s signature edgy and often dark humor, which sometimes includes strong language, could deter some potential sponsors.