MUMBAI: India’s leading content house Shemaroo Entertainment Limited today announced the integration of its high-quality OTT video streaming platform ShemarooMe on Patchwall on Mi TV - the leading television brand by global technology leader, Xiaomi. As part of the deal, Patchwall users can now access ShemarooMe’s vast content library spread across different categories including Bollywood, Devotion, Regional, Kids to name a few.

Through this partnership, over 2 million Mi TV customers in India will get access to ShemarooMe’s vast content library and deliver an extra-immersive experience to the consumers. The wide range of content available on ShemarooMe laced with finest video and audio technology offered within Patchwall promises a unique experience to its users.

Commenting on the association, Mr. Zubin Dubash, COO Digital, Shemaroo Entertainment Ltd. said, “According to industry reports - A boom in the sales of high-definition Smart TVs indicates that consumers are willing to invest in quality experience. As a large set of audience enjoys watching digital content on the big screen, the integration of ShemarooMe on Mi TVs boosts customer experience and bolsters the brands’ wide content offering.”

Eshwar Nilakantan, Category Lead – MiTV, Xiaomi India said, “With our content first philosophy, we hope to bring each Mi TV user a unique experience with a personalized interface. All this and much more is possible with PatchWall inbuilt into each MiTV. Shemaroo has been synonymous with groundbreaking content for the digital medium and we are extremely proud to have brought them on-board with their high-quality immersive content offerings for all our Mi Fans. We hope to build great properties together. MiTV offers over 700,000 hours of content and Shemaroo is a very important partner who share similar brand philosophies as Xiaomi in terms of disrupting industries”