Vodafone Idea Limited (Vi) has partnered with over-the-top (OTT) content player Hungama to launch a premium video-on-demand (PVOD) service on Vi Movies and TV app. The service has been launched for both prepaid and post-paid customers.
This first of a kind partnership is aimed at bolstering the growth of the digital ecosystem in India and will allow Vi customers to watch more than 380 movies in four languages – Hindi, English, Tamil, and Telugu.
Customers can rent a film title and watch it within a window of 48 hours. Users can also Chromecast the film and watch it on a large screen.
Commenting on the partnership, Avneesh Khosla, CMO, Vi, said “Our innovative and partnership-led content strategy has helped us adopt a telco-first approach for content monetisation in this huge untapped market. We look forward to working with like-minded partners like Hungama Digital, to grow this segment.”
Meanwhile, Siddhartha Roy, COO, Hungama Digital Media, said “The integration of Hungama Play’s transactional service with Vi Movies and TV will allow their users to explore and consume an extensive library of the latest Hollywood titles, giving them access to global entertainment on their phones.”
