At a time when the competition in the OTT space in India is heating up, ZEE5 and ALTBalaji have collaborated with an aim to leverage each other’s strengths to co-create original content, which will only be available on both platforms.
The content sharing arrangement includes co-creation of 60+ original content series (in Hindi) which will be available exclusively to subscription video on demand subscribers of both platforms.
This association is a collaborative process of co-understanding consumer insights and co-marketing to serve the viewer better and resulting in improved monetisation for both, the companies said in a statement.
“I truly cherish the bond between Balaji and ZEE, which has been nurtured and built over the last two decades. Together, we have created some path breaking content masterpieces which have truly entertained our esteemed audiences. I am most certain that this association will enable both the brands to re-create the magic, this time in the digital space,” Punit Goenka, MD & CEO, ZEEL said.
As per the association, ALTBalaji will maintain an exclusive partnership with ZEE5, in order to enhance its offering to the market, with a focused and strategic approach.
“This collaboration strengthens the 25 year old fruitful relationship between Zee Group and Balaji Telefilms, from Television content, to Movie Monetisation and now to Digital Video Streaming. It plays to each partner’s individual strength and the consumer is the ultimate winner. This partnership will result in Balaji Telefilms being profitable as an entity, thereby giving us an opportunity to scale up our business ambitions, creating value for all our stakeholders,” Shobha Kapoor, Managing Director, Balaji Telefilms said.
In 2019 itself, ZEE5 has rolled out around 25 original shows across genres, and the platform is committed to launching 72+ shows by March 2020. It has crossed 50 million gross downloads since launch on the Play Store and had 76.4 million monthly active users globally in June 2019.