Previously available through Tata Sky’s mobile app, this extended deal will make QYou’s 24/7 service of online video content available to 17 million Tata Sky connections across TV and mobile.
As part of the agreement, QYou and Tata Sky will also start to feature content from local creators in India and some of the most popular online videos from the region in order to create highly localized shows that appeal to Indian audiences, according to the pair.
The service will be available on the Tata Sky TV platform in HD and SD, and on the Tata Sky app on live TV and VOD.
Tata Sky chief content officer, Arun Unni said: “Catering to audiences’ changing preferences and tastes has always been the core focus for Tata Sky. This will be the first time that subscribers can view short format content 24×7 on their TV sets on the Tata Sky Mobile App. With the burgeoning popularity of online video in India and the incredible depth of unique content in QYOU’s archives, it makes complete sense for us to provide this service to our subscriber base.”
Curt Marvis, CEO and co-founder of QYou Media said: “India is renowned for being a region filled with tech-savvy young people, who navigate the worlds of internet video and traditional television with complete ease. Having a curated mix of the best digital-first video content at their fingertips – whether they’re watching on a mobile device or via the TV screen – means that they can enjoy the best of both worlds and never miss a thing. We are proud that our partnership with Tata Sky is evolving and enabling us to make the largest deployment of our channel in a single market to date.’’