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  • ZEE’s movies, web series to now be shown on Airtel TV

    Publish date: 24thAugust, 2018

    Zee Entertainment Enterprises (ZEE) have signed a three-year content-sharing partnership with Bharti Airtel.

    The deal is part of ZEE’s and Bharti Airtel’s drive to expand its OTT (over-the-top) digital footprint in the country.

    The development comes days after ZEE removed all its content from Reliance Jio.

    Details of the deal

    ZEE’s content, be it TV shows, original web series, plays and movies, will be available on Airtel TV.

    ZEE has a video on-demand website called ZEE5. Under this deal, the ZEE5 app will be a part of the Airtel TV bundle. This means that Airtel TV subscribers can access ZEE5 content for free.

    For Bharti Airtel, they plan to make ZEE5 content available to those who have subscribed for the Rs 499 data pack.

    As far as the revenue deal is concerned, ZEE will receive a fixed per subscriber fee. They will also get a minimum guarantee fee for curating and sharing content on Airtel TV.

    The deal seems like a win-win for both parties. While ZEE will see it as an opportunity to tap into Airtel TV’s nearly-300 million subscribers, Airtel will see its library expand and offer more choices to its viewers.

    How Airtel deal is different from Reliance

    ZEE insists that both the Airtel deal has should not be interlinked with their decision to pull out their content from Reliance Jio a few days back.

    “This doesn’t mean that we don’t want a deal with Jio. But going ahead, we will ask for consumer insights also to be part of the deal,” ET quoted ZEE’s MD, Puneet Goenka, as saying.

    Sharing of consumer data is the key difference here. While Reliance Jio reportedly hesitated to share consumer insights, Airtel have agreed to share consumer statistics with ZEE in order to curate content that will suit the demography.

    ZEE underscored the importance of consumer insights, saying reading of analytics would help them make better content for consumers.

    Besides disagreement over sharing of consumer data, ZEE management felt that it did not receive a fair price from Reliance Jio.

    OTT video market in India

    The data-driven market is hotting up in India. While Reliance has picked up a stake in Balaji Telefilms and Eros, Airtel has Amazon Prime in its kitty.

    ZEE, meanwhile, is competing with Netflix and VOOT in the OTT video market space. This segment has been making rapid strides, according to PwC, which estimates India’s OTT video segment to be growing at 22.6% CAGR.

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