Strengthening and enriching it’s video content offerings on JioCinema and JioTV, Indian telecom operator Reliance Jio has announced a strategic partnership with ALTBalaji, one of India’s premium over-the-top (OTT) content provider.
Under this partnership, ALTBalaji will make available its entire repository of original Indian video content on Jio’s digital platform. Jio subscribers can have free unrestricted access to this content via JioTV and JioCinema.
ALTBalaji has one of the most popular repositories of original Indian video content on the internet. It has over 11 million mobile app downloads and more than 2 million web views. Currently, ALTBalaji offers 14 original shows in different Indian languages across various genres such as romance, mystery, drama and comedy. It also runs two regional original web series in Tamil and Bengali. It also has original shows for children. Recently, the OOT player launched short, snacky and hilarious regional stand-up comedy videos in Marathi, Punjabi and Gujarati.
“Our content caters to the Indian languages mass audience and is targeted at 18-45 years demographic,” said Nachiket Pantvaidya, Group COO and CEO of ALTBalaji. “We believe that our association with the Jio platforms will help us reach their consumers and let them enjoy the content we are proud to present. Our offerings have a very good fit with the Jio Digital Life eco-system,” he added.
The ALTBalaji deal from Reliance Jio comes a week after the telco renewed its partnership with Eros International. The telco is preparing itself for taking a big lead in the OTT content market. Its arch rival Bharti Airtel recently stepped up its content play with serious of partnership. Airtel was able to bag in Eros Now, HOOQ and SonyLIV for original video content and live TV. The recent deal with Amazon Prime Video service had also given the telco an edge over its competition.