The growing trend of web series and the easy availability of internet has pushed both the viewers and content creators towards online platforms. Working on the same, Bharti Airtel and ALTBalaji have come out in the open talking about their strategic partnership to bring content from ALTBalaji’s portfolio to Airtel TV App users. ALTBalaji, which is a wholly owned subsidiary of Balaji Telefilms has been producing content for the web for quite some time now, joining hands with Airtel both the companies now have the chance to capitalise on the opportunity of growing web content viewership.
As a result of this partnership, now Airtel TV app offers the entire range of content by ALTBalaji. Also, the growing user base which has been noticeable on the Airtel TV app will help provide a large base of audience for the content. People will be able to access all the shows from ALTBalaji like Karrle Tu Bhi Mohabbat, Haq and Bollywood hits like One Upon a Time in Mumbai and Lootera.
While facing competition from the likes of Reliance Jio and Idea Cellular, this form of content-based strategy seems to provide a real edge to Airtel. It is because of this large content-based platform that Airtel is now able to boast a portfolio where they have 350 + Live TV channels and 10,000 + movies and shows on Airtel TV app. Also, the app being free for both postpaid and prepaid users has attracted a lot of traction from people who are interested in watching shows online rather than on the television screen, exactly the kind of audience which ALTBalaji would like to capture.
CEO of Wynk, another subsidiary of Bharti Airtel said, Sameer Batra had some interesting insights to share regarding the new partnership. He said “We are thrilled to partner ALTBalaji and bring their rich content on to Airtel TV app. This will add to the wide range of exciting digital content available to our users. As Airtel TV continues to rapidly expand its user base, we remain focused on offering our users easy access to differentiated line up of entertainment content on the go.”
Like we said, in a quest for gaining a significant user base Airtel is partnering with leading production houses and broadcasting channels to bring the best content to their TV app and also on other platforms which are being controlled by Airtel. This new partnership empowers both the parties by providing Airtel with a massive collection of quality and audience specific curated content and helps ALTBalaji in their search for web-based audience for their shows.