Zee Entertainment Enterprises Ltd and Bharti Airtel have entered into a strategic content partnership that will bring the former’s content, including specially crafted video content for the Indian market, directly to millions of Airtel subscribers across the country. Both Zee5, the online content platform by ZEEL, as well as Airtel TV, will benefit from the alliance which will allow both platforms to gain access to each other’s content and subscribers.
The alliance, which is set to continue for three years, will see ZEEL’s content being made available to Airtel customers through the Airtel TV platform. The service, which is available to most subscribers of Airtel, gives users access to special content, which can be directly streamed on smartphones and other devices. ZEEL, which is a pioneer in the GEC segment of India, is popular across the country and will be a huge value addition for Airtel subscribers. ZEEL has 37 live TV channels, which will be made available to stream directly on the Airtel TV platform.
Meanwhile, ZEEL stands to benefit by gaining direct access for its content to millions of Airtel subscribers across the country. Airtel is currently the largest mobile operator in India by subscribers, with operations in 16 countries across Asia and Africa. The company has 456 million subscribers across all of its markets. Apart from this, ZEEL also operates Zee5, a special online content platform that operates on the subscription model. Both partners in the agreement will drive marketing, content curation and consumer insights for the partnership.
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”.