Bharti Airtel and ZEE Entertainment Enterprises Ltd (ZEEL) today announced a strategic alliance aimed at driving the growth of digital and over-the-top (OTT) video content in India. Airtel and ZEEL will work closely to curate video content solutions for customers across India. The partnership 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. Also Read - Airtel Increases Monthly Recharge Tariff; Users Can Subscribe Annual Plans to Save Money

Over the next three years, curated / select video content produced by ZEEL, including 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. Also Read - Zee5 Club Launched as a New Entry-Level Subscription Plan for Rs 365 a year

Punit Goenka, MD & CEO, ZEE Entertainment Enterprises Ltd., said, “As a Media & 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. We look forward to this partnership, which will enable us to entertain the customers of Airtel through our thoughtfully curated content offering, leveraging our expertise in content and data. In line with our larger aim for ZEE5, to be a number one entertainment OTT player in the country, this alliance further compliments the access to our content for the overall digital consumers”. Also Read - Exclusive: Ethical Hacker Ehraz Ahmed Spills The Beans on How Safe is Aarogya Setu App And Whether Companies Are Compromising With User Security

ZEE5 App, the home of an extensive digital content library of ZEEL which includes 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, will be available to download through the Airtel TV app. This will add to Airtel’s existing catalogue of over 10,000 shows, movies and 375+ LIVE TV channels, giving the users an unmatched choice of content and cementing Airtel TV’s position as the one-stop destination for all the content one needs. The users of Airtel will continue to enjoy ZEE’s 37 LIVE TV Channels.

Gopal Vittal, MD & CEO (India & South Asia), Bharti Airtel said, “Our endeavour is to build a world-class content ecosystem by partnering all players and enable a differentiated digital entertainment experience for our customers. In Airtel TV, 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.”

Both partners will also drive joint development and marketing of innovative content solutions for the Indian market and collaborate in areas such as digital advertising.

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.