ALTBalaji, the over-the-top video content provider, a subsidiary of Balaji Telefilms, said that it has entered into a partnership with Reliance Jio to make available its original content on the Mukesh Ambani-led Reliance Jio’s digital platforms such as Jio Cinema and Jio TV. The announcement also follows Jio's parent RelianceIndustries Limited's acquisition of 24.9% stake in Balaji Telefilms, the parent of ALTBalaji, for Rs 413 crore.
ALTBalaji said that the OTT player will focus on strengthening the distribution of its content with the help of Jio’s established user base of over 160 million. ALTBalaji, with its mobile app being downloaded more than 11 million and over 2 million web viewers, is now available in more than 90 countries and serves entertainment to the Indian consumers and Indian crowd spread across the globe.
One among the officials of ALTBalaji stated that the content they are planning to provide would be enjoyed by all the Reliance Jio subscribers, which is one of the leading telecom companies in India.
In order to enhance its content offering, Jio had recently renewed its platform integration partnership with Eros Now. The move follows Bharti Airtel’s content deal with Amazon, which is aimed at competing with Jio’s content play.
ALTBalaji is already working with another telecom giant Vodafone, for its Vodafone Play platform in India, and is also looking at similar tie-ups with Bharti Airtel for its Airtel TV application.
“The early response to our content has been good and now we wish to be available in all environments where audiences exist and consume videos. We believe that our association with the Jio platforms will help us reach their consumers and we are proud to present our content which we hope they will enjoy. Our offerings have a very good fit with the Jio Digital Life eco-system," Nachiket Pantvaidya, Group COO and CEO of ALTBalaji said.
ALTBalaji has ambitious plans of launching 150 hours of original programming with 75 shows in a year.