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ZEEL, Airtel partnership to drive OTT content ecosystem

The partnership will see both ZEEL and Airtel work closely to curate innovative and compelling digital/OTT video content solutions for customers across India

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Entertainment company Zee Entertainment Enterprises Ltd (ZEEL) has entered into a strategic alliance with Bharti Airtel (Airtel) to drive the growth of digital/ over the top (OTT) video content ecosystem in India. 

The partnership will see both ZEEL and Airtel work closely to curate innovative and compelling digital/OTT video content solutions for customers across India. 

This partnership, according to a joint company statement, aims to bring hundreds of millions of new users onto the digital content platforms driven by rapid adoption of smart devices and wider availability of high-speed data services.

Punit Goenka, managing director and chief executive officer, ZEEL, said, “As a media and entertainment powerhouse, keeping our consumers at the epicenter of our approach, we aim to be present across every platform which they wish to access and our alliance with Airtel as their lead content partner, is a firm and positive step in this direction.”

The partnership is expected to deliver further impetus to the growing video content industry in a 360 degree manner – across artists, creators, consumers. 

It will also help further accelerate the consumption of video and digital first content for the current millions of users and bring onboard the next 100 million users of OTT services, largely from semi-urban and rural markets.

Tarun Katial, CEO, ZEE5, said, “Over the next three years, curated / select video content produced by ZEEL, including television (TV) shows, original series and movies will be available exclusively on Airtel’s digital properties like Airtel TV, in addition to ZEE’s digital platform, ZEE5. This will enable Airtel’s mobile and home broadband customers to enjoy a superior and differentiated content experience. ” Users of Airtel TV mobile application will get access to ZEE5 content including the video on demand (VOD) network content along with the recently launched ZEE5 originals, movies, TV shows, music videos, lifestyle shows, kids shows and plays. 

The content will be available for download through the Airtel TV app and will add to Airtel’s existing catalogue of over 10,000 shows, movies and over 375 live TV channels. Airtel users will continue to enjoy Zee’s 37 live TV channels.

Gopal Vittal, MD & CEO (India and South Asia), Bharti Airtel, said, “We have built a solid digital platform to curate top content from India and across the world and offer it to customers at one place. We are extremely pleased to announce this exclusive partnership with ZEE and look forward to collaborating with them to unlock the potential of their vast content catalogue.”

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