Mumbai: Eros Now, the South Asian OTT entertainment platform owned by Eros STX Global Corp, has announced the extension of its partnership with the Indian state-owned telecommunications company Bharat Sanchar Nigam Ltd (BSNL). Eros Now had first partnered with BSNL in 2019 for its prepaid user base.

As a part of this association, Eros Now's content catalogue comprising over 12,000 film titles, premium originals, music videos, and short-form content will also be available to BSNL's entire postpaid user base. The partnership with BSNL, which has a pan-India presence across all the 22 telecom circles in India, will serve the growing demand for content in different languages across the country, said the streaming platform in a statement on Thursday.

"It is our constant endeavor to address the growing demand for premium content across markets and bolster the growth of the digital ecosystem. As we continue to entertain consumers across India, including smaller cities and towns, our ability to choose the right partner becomes critical, stated Eros Now CEO Ali Hussein. "No one covers India like BSNL and this partnership will give a massive boost to our reach in the Indian heartlands while giving users access to our premium content."

As per research by Digital TV, the language services market is growing exponentially. The global localisation industry has grown up to 40 per cent in the last three years, with OTT content localisation being the defining factor for this rapid growth. Eros Now offers content in multiple languages including Hindi, Marathi, Bengali, Tamil, Telugu, Kannada, Malayalam, Punjabi, and Gujarati among others.

"Digital media consumption has increased exponentially in the past few years," said BSNL director –consumer mobility Sushil Kumar Mishra. "They prefer engaging content in their native language. I am excited for our users across India who will now have access to Eros Now's massive library of premium content in various Indian languages."