Mumbai: Short-video sharing platform Chingari has partnered with OMTV, a newly launched OTT channel and the brainchild of Blackboard Films, to cater to the rising demand of niche audiences wanting to connect with Indian cultural programmes. The collaboration will give Chingari app users access to OMTV programmes across genres such as mythology, culture, food, and history.

For Chingari the collaboration is an opportunity to present itself as both Indian and original, helping it to further engage with its users’ shifting tastes. OMTV was launched with the aim of making Indian knowledge and philosophy available to people. The collaboration is seen as a natural progression for the two Indian apps, said the statement.

Calling this alliance "a refreshing change" for Chingari, OMTV, and the users, Chingari co-founder and COO Deepak Salvi said OMTV content perfectly matches their beliefs. "At Chingari, we are always creative in terms of our unusual offerings that resonate with our users. The Indian connection here revolves around India's cultural heritage which resonates with our users who are modern yet want to connect to their roots."

“Chingari’s reach amongst young users, in particular, is big, and the extension methods in promoting talent and entertainment makes it a popular option among users and collaborative brands," added Chingari app co-founder & CEO Sumit Ghosh.

“OMTV is a humble attempt to showcase the diversity and deep-rooted philosophy present in the traditions of our nation. With 'Gyaan Bhi, Garv Bhi' as the platform’s philosophy, we intend to offer varied content, covering culture, history, knowledge systems, mythology, and heritage," said  OMTV founder and MD Nitin Jain Shukla. "This collaboration promises to be a distinct step towards making a positive impact by piquing on people's curiosity to know more about Indian culture.”