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Tata Sky acquires The QYOU content to woo millennials

MUMBAI: Direct-to-home (DTH) operator Tata Sky has acquired premium content from video curator The QYOU to offer it to all its subscribers through the Tata Sky mobile app, followed by availability in the on-demand catalogue.

Tata Sky has selected The QYOU to help it expand the brand’s content offering to millennial audiences.

Millennials have grown up on a diet of online video, are heavy mobile users and a ripe audience for a curated service that helps them save time during the content discovery process.

The rollout of The QYOU’s content via the Tata Sky mobile app is the first step in what both parties hope will be an ongoing partnership of premium short-form video initiatives.

This is the first time that The QYOU’s content has been made commercially available to consumers in Asia, marking a big step for the company’s global growth. The new deal follows the recent announcement of The QYOU partnering China Entertainment Group for distribution in China.

Tata Sky chief content & business development officer Paolo Agostinelli commented, “Given that India is one of the youngest countries in the world by average age—64% of the population will be aged 20–35 by 2021—we are always working towards evolving our services to ensure we provide a relevant and entertaining content offering for our millennial subscribers. Tapping into The QYOU’s channel enables us to meet the needs of this digitally-savvy generation, with one of the most innovative and readily available forms of content.”

The QYOU president and co-founder Curt Marvis added, “Tata Sky has retained its position at the forefront of subscription television entertainment in India for the last decade by constantly evolving both its technology and content. We are thrilled to have been chosen to add the rich and colourful world of premium online video to Tata Sky’s TV service, and hope this will be the first of many initiatives in the region that will give Indian viewers better access to made-for-web content.”