MUMBAI: Eros Now, the cutting-edge digital over-the-top (OTT) South Asian entertainment platform owned by Eros International Plc, a global Indian entertainment company, announced its partnership with TCL, one of India’s fastest-growing TV brand and the world’s second-largest TV manufacturer.

The association will tap into the synergies of both TCL’s legacy of over 38 years as a pioneering consumer electronics company and Eros Now’s vision to offer engaging, non-stop and best-in-class entertainment to its viewers. As part of the partnership, all TCL TVs will come pre-loaded with the Eros Now app, providing customers access to Eros Now’s extensive library comprising of over 12,000 film titles across multiple genres and languages, original shows, music videos, short format content (Eros Now Quickie), and more.

TCL customers will also get a free subscription to Eros Now’s premium content for a month. This latest innovation reaffirms TCL’s technology prowess and strong India-first approach, and underlines its commitment to deliver unique experiences to the country’s vast and growing customer base.

Commenting on the announcement, Eros Digital CEO Rishika Lulla Singh said, “Traditional broadcast TV is witnessing a tsunami of change. While it will continue to lead, digital will overtake to redefine the way modern-day viewers consume content. India has been an early adopter of the mobile screen and now, with rapidly-increasing access to the internet, we will definitely see users demand OTT content on their television screens. The advent of smart TVs has only accelerated this growth. SVOD enhances the user experience on larger screen, making it a unique opportunity for OTT platforms to innovate within the home entertainment ecosystem. I am really happy with our partnership with TCL, as it will catapult Eros Now’s reach and penetration by tapping the massive consumer base of TCL TV.”

Speaking on the partnership, Falcon Technology general manager Hongwei Li said, “At TCL, we want to enable an immersive, end-to-end entertainment experience for our customers across India. Partnering with a leading domain player like Eros Now, with an extensive array of high-quality content offerings, is aimed at furthering that vision. The HD-ready content on the Eros Now platform will perfectly complement the state-of-the-art audio/visual technology integrated into our range of innovative offerings and will add greater value to the ownership and entertainment experience of TCL customers in India.”

The future of the television industry lies in re-invention and collaboration. The true winners will adapt to newer modes and content innovation. With this partnership, both Eros Now and TCL will be able to leverage their strengths in achieving deeper consumer penetration in India.