- ALTBalaji and ZEE5 have announced a collaboration to increase the subscription-based video-on-demand (SVoD).
- ALTBalaji is owned by Ekta Kapoor’s Balaji Telefilms Ltd. and ZEE5 is the OTT serviced owned by Zee Entertainment Enterprises Ltd.
In a strange alliance, two competitor video streaming platforms have formed an alliance for content. ALTBalaji and ZEE5 have announced a collaboration to increase the subscription-based video-on-demand (SVoD) business in India. Both the platforms are looking to use each other’s strength in the domain of OTT and will co-create original content which will be available only on these platforms.
This content-sharing partnership includes co-creation of more than 60 original content series in Hindi which will be exclusively available to SVod subscribers of bot the platforms. This partnership is a process of understanding the audience, it’s insights, and marketing to serve the viewers better and resulting in improvised monetization for both the companies.
Punit Goenka, managing director and CEO of ZEE5 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 almost certain that this association will enable both the brands to re-create the magic, this time in the digital space,”
ALTBalaji will maintain an exclusive association with ZEE5 to cater its offerings with a detailed focus and strategic approach.
Shobha Kapoor, Managing Director of Balaji Telefilms said in a statement that this relationship strengthens the 25-year-old bonding between Zee Group and Balaji Telefilms from television series to movie monetization to digital video streaming. This plays to the strength of both the partners and hence the user is the ultimate winner. This will help the company in becoming profitable and therefore giving us an opportunity to scale up our ambitions and create value for all of our stakeholders.
In the resulting partnership, ZEE5 subscribers will get uninterrupted access to ALTBalaji’s originals in addition to the existing content on ZEE5 said Ekta Kapoor, joint MD Balaji Telefilms, hence enabling ALTBalaji to scale up its content creation ambitions and focus on creating the largest library of original content in India.
With OTT market growing at a rapid pace due to the increase in smartphone users and internet users, this alliance seems like a strategic move from both the industry giants.