Bharti Airtel on Monday announced a new content partnership with media house, NDTV to launch NDTV Hop. The initiative would be the world’s first live channel with exclusive content for Airtel TV users.
“NDTV Hop would be available over smartphones entirely in portrait (vertical) mode with exclusive content for Airtel TV users,” a statement issued by the telecom service provider said on Monday. As reported earlier by ET, Bharti Airtel is entering a string of tie-up with various content providers, e-commerce websites, hospitality service providers to ring-fence its subscribers from being poached by Reliance Jio Infocomm. In Just about two years of its launch, Jio has already garnered almost 20% of the market share with over 215 million subscribers.
The statement further added that with content tailored exclusively for millennials, NDTV HOP would offer users instant access to digital content covering the latest from news, Bollywood, auto, technology, pop-culture, online deals, fashion and much more.
“The eight fresh hours of programming every day are created and streamed using best-in-class technology and users can experience a lot of firsts including interactivity, multiple-streams and will be able to click and buy products they like,” the statement added.
Sameer Batra, CEO – Content and Apps, Bharti Airtel said, “We are delighted to join hands with NDTV. Today’s tech savvy millennial wants to consume digital content on the go and our tie up with NDTV is aimed at facilitating just that.” The company officials say these tie-ups leverage on Airtel’s deep understanding of customer’s content consumption preferences. Batra further said that in the current partnership this understanding had been coupled with NDTV’s expertise to create an enjoyable experience for its users.