Choney Zangmo
Thimphu
In a groundbreaking move set to reshape Bhutan’s digital entertainment landscape, the country’s three licensed OTT platforms—Samuh, Shangreela, and Songyala—have announced a strategic merger to form a single, unified platform by June 2025. The initiative, facilitated by the Department of Media, Creative Industry, and Intellectual Property (DoMCIPP) under the Ministry of Industry, Commerce, and Employment (MoICE), aims to consolidate resources, enhance financial sustainability, and elevate Bhutanese content on the global stage. The Memorandum of Understanding (MoU) for the merger will be signed on March 15, 2025, in the presence of officials from DoMCIPP and the Bhutan InfoComm and Media Authority (BICMA).
Since their respective launches—Samuh in November 2021, Shangreela in April 2022, and Songyala in July 2022—the three platforms have significantly contributed to Bhutan’s creative sector by creating jobs, nurturing talent, and introducing diverse content. However, challenges such as high capital costs, market fragmentation, and limited access to growth capital have hindered their full potential. The merger is expected to address these issues by creating 1,500 to 2,000 new jobs over the next five years and generating between Nu. 60-100 million per month in domestic revenue. With an expansion into regional and global markets, the platform could also earn over USD 1 million per month from Bhutanese diaspora audiences in countries like Australia, the U.S., Canada, the Middle East, and Japan.
The unified platform, which will operate under the brand name “Samuh+Shangreela,” will bring together Samuh’s technological expertise, Shangreela’s in-house production capabilities, and Songyala’s film experience to build a stronger and more sustainable OTT industry. The merger will also support the launch of three private TV channels, further strengthening Bhutan’s multimedia sector. Samuh’s subscription TV service, launched in June 2024, will be a key asset in expanding reach, especially in rural areas with limited internet access. Additionally, the merger will help combat piracy, a major issue affecting content creators and investors.
Beyond business growth, the merger is expected to enhance Bhutan’s cultural identity, foster creativity, and position the country as a leader in the Himalayan media landscape. It will attract investment and boost related industries like tourism and IT while providing more opportunities for filmmakers, musicians, and digital creators. By consolidating efforts and eliminating market fragmentation, the Samuh+Shangreela platform will offer a better viewing experience for audiences and greater financial sustainability for Bhutan’s creative industry.
With its ambitious vision, the merger is set to redefine Bhutanese entertainment. By combining resources, talents, and strategies, this initiative marks a significant step toward making Bhutan a regional media powerhouse while ensuring the long-term sustainability of the creative industry. The future of Bhutanese storytelling is brighter than ever.
