Vodafone Idea (Vi) has announced a new partnership with the OTT platform Sun NXT, enhancing its content library with a variety of South Indian movies, exclusive series, and live TV. The content will be available in seven languages: Tamil, Telugu, Malayalam, Kannada, Bengali, Marathi, and Hindi, Vodafone Idea said in a statement on Monday.
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Vi Enhances Content Library with Sun NXT
Sun NXT's premium content is included in Vi's Movies and TV Plus pack (Rs 248 per month) and Lite pack (Rs 154 per month) at no additional cost. This collaboration allows Vi users to access Sun NXT along with other OTT platforms, such as Disney+ Hotstar, SonyLIV, ZEE5, and ManoramaMax.
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Regional OTT Content Surges in Popularity
Vi cited a recent FICCI-EY study highlighting that regional OTT content accounted for 52 percent of viewership compared to Hindi-language content at 48 percent in 2023, underscoring the growing demand for regional language content on OTT platforms.
Vi said Vi Movies and TV portfolio is designed to cater to the diverse preferences of users, with offerings like Klikk for Bengali content, Chaupal for Punjabi content, ManoramaMAX for Malayalam, and Nammaflix for Kannada.
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Vi Movies and TV Portfolio
Through this partnership, customers can enjoy popular titles like Annaatthe, Beast, and Thiruchitrambalam, as well as popular TV shows across multiple languages—all within a single app and subscription.
"With this partnership with Sun NXT, Vi Movies and TV users can experience more regional entertainment content in one app, one subscription," the company said.
