From 4K IPL to podcasts, telcos flash content offerings in data battle

Mumbai: A fall in the growth pace of data consumption is prompting telcos to double down on their content offerings. India’s three major telcos — Reliance Jio, Bharti Airtel, and Vodafone Idea — are working on giving subscribers a richer viewing experience and expanding the breadth and quality of their offerings — from audio books to short-form videos — to help increase user stickiness and revive data consumption.