Balaji Telefilms will make its digital content available Vodafone’s Play multimedia app, the telecom operator said.
Nachiket Pantvaidya, CEO – ALTBalaji said the aim of his company was to make the content more widely available.
“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,” he said.
Play is the content app from Vodafone and has over 300 Live TV channels and movies in 16 different languages, along with a trending video and music content.
Meanwhile, ALTBalaji has 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.
“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 said.
The move is seen in the context of attempts by telecom operators like Vodafone to become intermediaries between consumers and media creators like Balaji.
On the other hand, some of the biggest of India’s content creators, such as Star India and Zee, do not share their content with third apps, but push their own streaming services. Having dealt with cable and DTH companies, many broadcasters are eager to have direct access to the consumer without having to go through intermediaries.