Indian OTT TV groups join forces to co-create originals and take on rivals

Operators of two Indian OTT TV services have combined forces to co-create original content and compete more effectively with the likes of Netflix and other rival services in the market.

Streaming service ALTBalaji and ZEE5 have teamed up to co-produce 60 originals that will be aired across both platforms.

The Hindi-language titles will be available exclusively to SVOD subscribers of both platforms.

The pair said that the agreement, which will extend to sharing consumer insights and co-marketing, will result in two of the largest Indian video streaming platforms coming together to expand their subscription base and promote binge-viewing.

ALTBalaji, which launched two years ago, has built up what it describes as one of the largest libraries of Hindi original and exclusive shows, with titles that includeThe Test Case, Apharan, Home, Kehne Ko Humsafar Hain, and Bose: Dead or Alive.

This year Zee5 has launched about 25 original shows across genres, and the platform is committed to launching at least 72 shows by March 2020. The service has surpassed 50 million downloads since launch on the Play Store and had 76.4 million monthly active users globally in June this year.

Tarun Katial, CEO, ZEE5 India said: “In the first year of going live, we, at ZEE5, have focussed on building a strong repository of content and this is evident in the 100,000+ hours of content that we have on the platform. Over time, we have seen a steady increase in viewership of regional original content and this partnership will be a great opportunity for our viewers to enjoy the best of both worlds – the one created by ALTBalaji and us. We believe, this will be a game-changer for both – the industry as well as the audiences. We are glad to initiate this trend where content creators can partner to bring the best immersive experience for the viewers. This collaboration promises immense growth potential for both partners.”

Ekta Kapoor, Joint MD, Balaji Telefilms said: “As part of this partnership ZEE5 subscribers will get seamless access to ALTBalaji’s clutter breaking originals in addition to ZEE5 existing content. This partnership enables ALTBalaji to continue to scale up rapidly its content creation ambitions and focus on building the largest library of original exclusive shows in India. We hope that ALTBalaji and ZEE5 will set benchmarks in unique storytelling.”