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Zee5 and ALTBalaji enter into content-sharing and co-creation agreement

The collaboration will help both the OTT platforms in gathering consumer insights, stronger marketing and hence improvement in monetisation

With an aim to leverage each other’s strengths in the OTT domain, Zee5 and ALTBalaji have collaborated to co-create original content which will only be available on both platforms.

The content-sharing arrangement includes co-creation of 60+ original content series (in Hindi) which will be available exclusively to SVOD subscribers of both platforms. This association is a collaborative process of co-understanding consumer insights and co-marketing to serve the viewer better and resulting in improved monetisation for both. Zee5 and ALTBalaji’s collaboration will help expand their subscription base.

As per the association, ALTBalaji will maintain an exclusive partnership with Zee5, in order to enhance its offering to the market, with a focused and strategic approach.

Punit Goenka

Punit Goenka, MD and CEO, Zeel, said, “I truly cherish the bond between Balaji and Zee, which has been nurtured and built over the last two decades. Together, we have created some path-breaking content masterpieces which have truly entertained our esteemed audiences. I am most certain that this association will enable both the brands to re-create the magic, this time in the digital space.”

Shobha Kapoor

Commenting on this development, Shobha Kapoor, Managing Director, Balaji Telefilms, said, “This collaboration strengthens the 25-year-old fruitful relationship between Zee Group and Balaji Telefilms, from television content to movie monetisation and now to digital video streaming. It plays to each partner’s individual strength and the consumer is the ultimate winner. This partnership will result in Balaji Telefilms being profitable as an entity, thereby giving us an opportunity to scale up our business ambitions, creating value for all our stakeholders.”

Ekta Kapoor

Ekta Kapoor, Joint MD,  Balaji Telefilms, added, “As part of this partnership Zee5 subscribers will get seamless access to ALTBalaji’s clutter-breaking originals in addition to Zee5 existing content. This partnership enables  ALTBalaji to continue to scale up rapidly its content creation ambitions and focus on building the largest library of original exclusive shows in India. We hope that ALTBalaji and Zee5 will set benchmarks in unique storytelling.”

Tarun Katial

Tarun Katial, CEO, Zee5 India, said, “In the first year of going live, we, at Zee5, have focussed on building a strong repository of content and this is evident in the 100,000+ hours of content that we have on the platform. Over time, we have seen a steady increase in viewership of regional original content and this partnership will be a great opportunity for our viewers to enjoy the best of both worlds – the one created by ALTBalaji and us. We believe this will be a game-changer for both – the industry as well as the audiences. We are glad to initiate this trend where content creators can partner to bring the best immersive experience for the viewers. This collaboration promises immense growth potential for both partners.”

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