India' second largest telecom operator, Vodafone India, today announced its partnership with ALTBalaji to provide Indian original content on its entertainment app Vodafone Play. The operator says that the more and more Indians are fast adopting mobile phones as their preferred screen for entertainment, the demand for hyper-personalized yet diverse content experience is growing manifold.
For the unaware, Vodafone Play is a video streaming mobile app, where viewers can watch over 300+ Live TV channels, unlimited movies in 16 different languages, along with a huge catalogue of trending video and music content across all genres.
By extending its rich content portfolio to ALTBalaji, Vodafone Play is packing in more entertainment, anytime, anywhere for its millions of Vodafone users.
Commenting on the partnership, Avneesh Khosla, Associate Director – Consumer Business, Vodafone India, said, “Our audiences, especially millennials, demand diverse, exclusive and original content options to watch as per their convenience. We are happy to partner with ALTBalaji and bring the Original shows to our customer that is only available on the digital platform. Balaji has a deep understanding of the Indian content viewership and the consumer preferences. The rich original content of ALTBalaji on Vodafone Play will ensure that viewers can watch their favourite shows conveniently, on-the-go wherever they want.”
Nachiket Pantvaidya, CEO – ALTBalaji said, “Our content caters to the Indian language, urban mass audience and is targeted at the 18-35 years demographic. The early response to our content has been good and now we wish to be available in all environments where audiences exist and consume videos. We believe our integration with Vodafone Play app will help us reach more consumers and let them enjoy the content we are proud to present.”
To recall, ALTBalaji was launched back in April 2017 with nine original shows. ALTBalaji has become a leading video-on-demand platform with a repository of differentiated content for viewers across genres.
It has launched original shows like Karrle Tu Bhi Mohabbat, Dev DD, Romil and Jugal, The Test Case, Boygiri, Bewafaa sii Wafaa, Class of 2017, Cybersquad, Maya Thirrai and Kids animation & live action formats. ALTBalaji adds new shows every month for its viewers to binge-watch and will soon launch a new show – Bose Dead/Alive starring Rajkummar Rao.
Vodafone Play competes with Reliance JioPlay, JioCinema, and Airtel TV applications, which offers curated digital content and live TV service as well.