Yamu going places
From chocolate biscuit pudding to a light-hearted analysis on the
power cut crisis and almost everything in between, tens of thousands of
content-hungry Sri Lankans have found a new online resource that has
gained exponential viewership in just five months from its launch.
YAMU TV was launched in November 2015 by YAMU (www.yamu.lk ), the
three-and-a-half year old start-up best-known for its online dining and
city guide. The company reports that viewership on its Facebook page has
more than doubled every month, from 44,000 views in its first month to
720,000 in February 2016.
YAMU co-founder Indi Samarajiwa and members of the YAMU TV
The site contains a mix of original video content produced by YAMU
TV, including recipes, a weekly commentary on topical issues by
co-founder Indi Samarajiva, pets and more.
"The rapid growth in viewership has been very exciting," said Indi
Samarajiva, Director of YAMU. "We publish around 20 new original videos
each month, which can be viewed for free by visiting the YAMU TV website
or the YAMU TV Facebook Page. The majority of viewers access our videos
The most viewed video on YAMU TV to date has been a one-minute
demonstration of how to make chocolate biscuit pudding, with 685,000
views at March 24.
The original content on YAMU TV is presented under different segments
such as 'UYAMU' - short video recipes featuring popular dishes like
kottu, hoppers, crème caramel and Peking duck; 'How It's Made' - peeks
into how Colombo restaurants make signature dishes; 'The Weekly Show
with Indi' - a humorous look at controversial and topical issues; 'Risky
Business' - light-hearted interviews with interesting and informed local
professionals on quirky, topical subjects and 'Word on the Street' -
interviews with people around Colombo on issues in the news.
The YAMU start-up launched as a content company with restaurant
reviews as its core activity. Its initial success resulted in a
diversification of content, leading to the YAMU team growing from four
people at commencement to 18 today. Currently, four members of the team
work on video: Shifani Reffai, Dylan Nanayakarra, Imaad Majeed and
The YAMU website, which averages 120,000 users per month, has
independently reviewed more than 800 local restaurants. It is supported
by an app for iOS and Android powered smartphones and tabs and a monthly
magazine of the same name, which is available free at restaurants,
coffee-shops, hostels and stores around Colombo, or on subscription for
home delivery. Visitors to the site can also sign up for email delivery
via a subscribe link.
The YAMU team produces its own reviews, takes its own photographs and
updates the website daily. About 50 per cent of the site's visitors are