India’s one of the biggest media conglomerate ZEE (Zee Entertainment Enterprises) has signed a contract of three-year multi-layered partnership with country’s telecom giant Airtel, after dissolving all the consent with RIL’s Reliance Jio over price disagreement.
According to various reports, the partnership will rely on the strategies in creating exclusive video content for both ZEE’s over-the-top (OTT) app ZEE5 and Airtel’s video-on-demand app Airtel TV. Over 50 million active users of telecom giants will be benefited with the ZEE5 app content and specials like movies, TV shows, and much more under the subscription cost of Airtel Plans.
As per several reports, Punit Goenka, MD of ZEE told Economics Times that Airtel brings out a huge consumer base which is not even expressed to the OTT world or even to the youth audience that is not available on TV.
Considering the consumer data to the priority—“It is very critical in today’s time because that’s the way we will understand our consumer’s behaviour and how they are reacting to the content. We are not just pure content suppliers. It’s a strategic alliance and therefore it has to be treated in that manner,” Goenka added.
The joint step of the both the respective field majors on merging their consumer knowledge for providing better and differentiated experience to the customers. Several reports also suggested that a strong focus will be on organizing regional content, and creating a strong approach to regional audiences.
Meanwhile, Gopal Vittal, Managing Director and Chief Executive Officer of India and South Asia at Bharti Mittal’s Airtel said,” 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.”
This 3-years merger might create a tough competition for the rivalries in the same field.