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Following recent success in Europe, Asia, Latin America and the Middle East, video-on-demand (VOD) service builder, curator and management firm Grey Juice Lab is now looking to the US with the opening of a new office in Los Angeles.

After ten years of providing VOD content and services to MSOs, Grey Juice Lab claims it has the biggest and most diverse catalogue of content from Hollywood and around the world. Besides content licensing, Grey Juice Lab provides its customers with services including content advisory; content preparation and delivery; content promotion; and revenue optimisation.

The company will kick off its move to the US with a presence at the NAB Show, highlighting the activities of the LA office which will be under the direction of Grey Juice Labs founder and CEO Mihai Crasneanu. The new office will aim to serve the company’s existing client base better whilst capitalising on what the firm sees is a growing need for greater content diversity and differentiation in the US VOD market.

Grey Juice Labs sees the US market as being dominated by well-established local companies, who have been providing turnkey VOD content and services to domestic operators. Its objective will be to bring to the market what it believes is a wider offer and fresher way to attract VOD audiences. It will set out to do this either in partnership with the existing local suppliers or by addressing the US MVPDs directly.

Commenting on the move, Crasneanu said: “When it comes to video, it really does pay to be different. But we’re not currently seeing a lot of differentiation in the US market among the VOD services provided by the telecom and cable operators. How do you build an attractive service when your customers have instant access from any device to Netflix, Amazon, Hulu, iTunes and the likes, and every MVPD offers the same catalogue? You need to think strategically about your audience and segment the services you want to offer them based on the universe of content available not only in the US, but worldwide. More importantly, you need to know how to access that universe of content to craft a tailor-made service that attracts and retains subscribers.”