ALTBalaji Targets Rural and Semi Rural Areas with PayPoint Partnership

ALTBalaji, a homegrown Over-the-Top (OTT) platform on Monday announced a strategic partnership with PayPoint India. The company with over 60 original shows including Ragini MMS Returns, Bose, Code M and Apharan said that the partnership enables users to perform offline recharge, a “first-of-its kind industry initiative.” PayPoint, a offline-to-online (O2O) company is said to offer over 100 services including bill payment, recharges for mobile and Direct-to-Home (DTH) operators. PayPoint is said to have over 45,000 retailers across India with more than 80% of its users said to be spread across rural and semi-rural markets.

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ALTBalaji and PayPoint Engaged in Strategic Partnership

The initiative is said to be targeted at the rural and semi-rural markets “with a set of viewers who require digital-assistance and offline subscription payment options.” PayPoint said that the partnership will aid ALTBalaji to tap the rural and semi-rural markets by making its content “more accessible” to users.

“Our increased focus towards creating desi originals for our Bharat audience has led to the massification of content,” Nachiket Pantvaidya, CEO of ALTBalaji, said in a release. “It has resulted in the rise in viewership and time spent on the platform from these regions. Hence, our association with Pay Point is a strategic step in the right direction that aligns us perfectly to establish a strong foothold in these rural and semi-rural markets.”

Under the partnership, ALTBalaji users will receive “seamless assistance” at PayPoint offline stores for activation along with subscription payments and renewals.