Airtel on Monday(today) announced a partnership with Divo, a digital media and music company based out of South India. Under the partnership, Divo will provide its content catalogue to Airtel Xstream users.
Airtel Xstream users will now have access to Divo’s entire Tamil catalogue of movies (old and new) and exclusive premiers. On the Airtel Xstream application, users will see a dedicated new channel called “Divo Movies.” Airtel says it is the first exclusive channel catering to the Kollywood fans on its application.
Interested users can subscribe to Divo Movies as standalone and bundled subscriptions along with recharges. The subscriptions are priced at ₹30 per month.
“This partnership with Airtel Xstream is a unique opportunity as it opens up Airtel’s network and telco subscribers for us at Divo helping us reach out to more audience and also gives our content and our content partner’s a new window to monetise, which otherwise is restricted by the terms or licensing of OTTs,” Shahir Muneer, Founder, and Director of Divo said.
The latest announcement appears to be part of Airtel’s efforts to push its OTT foray. Just recently, Airtel tied up with ShortsTV to bring the latter’s content on its platform. According to a TelecomTalk report, ShortsTV brings to access to 4,000 movie titles. The OTT platform is available for ₹99 per month or ₹499 per year. The report further said that the OTT platform already has 60 million subscribers in India.
Separately, Airtel last week announced entering the advertising space in India. The telecom giant aims to offer deep science capabilities-based advertising services through its Airtel Ads. The company promised that Airtel users would receive only the most relevant brand offerings and not unwanted spam.
“Airtel Ads offers innovative channels for brands to reach the right audiences. What truly differentiates Airtel Ads is its razor-sharp focus on quality over quantity and real impact vs vanity metrics,” Adarsh Nair, Chief Product Officer, Bharti Airtel had said.