New Delhi: Eros Now, the over-the-top (OTT) streaming platform owned by Eros International Plc., has announced an integration deal with the UK-based TV and broadband company Virgin Media. The collaboration will provide Virgin TV customers in the UK direct access to the Eros Now library of films, original web-series, music, and short-format content. Starting 28 February, 2019, the Indian OTT app will be available on Virgin TV connected boxes as part of its ‘Desi Pack’.
The deal that helps Eros Now to expand its viewership and consumer base in the UK rides on the massive popularity that Indian films command in foreign countries, particularly the UK, US and Middle East.
Virgin Media is part of Liberty Global, an international TV and broadband company that operates in 10 countries across Europe with 45 million subscribers to its TV, broadband, Internet and telecommunication services. It also serves 6 million mobile subscribers and offers wi-fi services through 12 million access points. Virgin TV, part of Liberty Global Plc, allows its customers to stream on-demand programming, box sets, movies and apps at home through a set-top box and on-the-go with tablets and smartphones.
“With increasing consumption of cross-border content and popularity of Indian films, we are excited to announce our collaboration with Virgin Media," said Rishika Lulla Singh, chief executive officer, Eros Digital. She added that Eros Now is currently the largest south Asian video service with close to 16 million paid subscribers worldwide and the UK is one of the company’s primary international markets.
“We are happy to cater to this growing community with the best of Indian content and remain focused on expanding our global presence by exploring opportunities to connect with local audiences," Lulla said in a statement.
Eros has been looking to scale up its business, especially since the sale of a 5% stake to Reliance Industries Ltd last year. It has been building on its original content slate for the expanding online video universe. The company plans to invest $50-70 million on original content annually and added a new category called Eros Now Quickie, comprising 8-10 minute mini-series, last December.
