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After Tata Sky, QYOU Media adds partners to expand reach in India
MUMBAI: Following the success of its partnership with Tata Sky, curator of premium video QYOU Media is growing its operations in India with a series of new content partnerships and localised programming in the region.
QYOU Media has partnered with digital platforms like Culture Machine; Desi Hip Hop Inc, a platform for South Asian hip hop culture; and TheVibe, a curator of contemporary Indian lifestyle video content.
QYOU Media CEO and co-founder Curt Marvis said, “India is one of the most exciting markets in the world right now. The huge number of mobile and multiscreen viewers, particularly millennials who form around a third of the Indian population, is really driving the convergence of online video and television there. We are excited to partner with digital innovators Culture Machine, Desi Hip Hop Inc. and TheVibe, which opens-up a myriad of possibilities for us to create more localised content that reflects the unique voice and flavour of India. We plan on building on our work with Tata Sky to gain an even greater footprint in this market moving forward.”
Through these partnerships and by curating tailored content for the region, QYOU Media will feature localised programming that caters and appeals to Indian viewers. In addition to distribution of Indian content to customers in India, QYOU intends to incorporate certain shows and clips into its other channel feeds and programming around the world.
Culture Machine president Tuhin Menon stated, “We are excited to partner with QYOU to explore the full scope of our digital first media brands – Being Indian, Blush, Awesome Sauce, Viva and Put Chutney – all of which enjoy pole position in their respective categories. Through this partnership, viewers of the digital broadcast network TBD in the USA, as well as subscribers of QYOU’s offerings globally on linear and VOD platforms, will be able to watch Culture Machine’s varied stable of digital-first programming. This content collaboration will pave the way for a wider engagement with CM’s patented Video Machine platform in the coming months. We look forward to building out this engagement further.”
The multiscreen distribution platform is looking forward to offer its linear feed to cater the tastes of local audiences and meet the needs of broadcast, cable, and mobile operators in India.
Earlier this year, QYOU Media partnered with Tata Sky to make its programming available to the DTH operator’s subscribers through the content distribution company’s mobile app and TV channel. This helped the platform to expand its reach to 17 million Tata Sky subscribers.