MUMBAI: Days after Bharti Airtel (Airtel) decided to cut ties with Reliance Jio, it has entered into a content partnership with ZEE Entertainment Enterprises Ltd (ZEEL). The two companies will work closely to curate innovative and highly compelling digital video content solutions for customers across the country.
Under the partnership, video content produced by ZEEL, including TV shows, original series and movies will be available exclusively on Airtel’s digital properties like Airtel TV, in addition to ZEE’s home-grown digital venture ZEE5. Moreover, the ZEE5 app will be bundled into the Airtel TV app, allowing customers to get its content for free.
The companies will also drive joint development and marketing of innovative content solutions for the Indian market and collaborate in areas such as digital advertising. There will be a strong focus on curating regional content also keeping in mind ZEEL’s strong regional portfolio.
“Our endeavour is to build a world-class content ecosystem by partnering all players and enable a differentiated digital entertainment experience for our customers. In Airtel TV, we have built a solid digital platform to curate top content from India and across the world and offer it to customers at one place. We are extremely pleased to announce this exclusive partnership with ZEE and look forward to collaborating with them to unlock the potential of their vast content catalogue,” Bharti Airtel MD and CEO Gopal Vittal said.
Recently, ZEE severed its content tie-up with Jio. The former removed all its content from Mukesh Ambani-led Reliance Jio, including 35 live TV channels and more than 2 lakh hours of video-on-demand content. According to reports, it happened due to the failure to arrive at an agreement on price.
However, the deal can boost Airtel also which is gradually losing its hold in the telecom industry after Jio’s entry. Reliance is already in a better position as it holds stakes in production companies like Eros International, Balaji Telefilms and Roy Kapur Films.
“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,” ZEEL MD and CEO Punit Goenka commented.
