Idea Cellular, ties up with ErosNow to offer 4G Bollywood content

Betting on the opportunity to offer entertainment on mobile broadband, Idea Cellular has entered into an agreement with video streaming platform ErosNow to offer Bollywood content for its 4G users.

This strategic partnership offers IDEA 4G subscribers access to ErosNow's premium bundled services including movies, music, TV content, ErosNow originals and a lot more. ErosNow is the 'over-the-top' Bollywood entertainment network of NYSE-Listed Eros International.

''With the growing penetration of data services across India, content consumption is surging across consumers. ErosNow's association with Idea Cellular provides us the ideal platform to reach a larger subscriber base and offer a very compelling array of Bollywood and regional content. This strategic association with Idea is the beginning of a long term relationship we intend to build in the future,'' said Rishika Lulla Singh, chief executive officer, Eros Digital.

Idea recently announced the launch of 4G services across five southern states of India, and plans to expand to 750 towns in 10 service areas, by June 2016 (See: Idea launches 4G services in all four south Indian telecom circles).

The association with ErosNow will enable Idea 4G customers in these markets to enjoy rich premium content from a wide library of movies, originals and short form videos, at a monthly subscription price of Rs49. Idea is also offering a special subscription offer at Rs29 per month for its new 4G customers till 31 March 2016.

''With Idea Cellular's foray into 4G services, we are strengthening our 4G portfolio and digital presence through an assortment of digital content in partnership with leading content aggregators, handset manufacturers and e-commerce retailers," said Sashi Shankar, chief marketing officer, Idea Cellular.

"Movies and videos are the highest consumed service category by data consumers on the Idea network, and I'm confident that our association with ErosNow will provide an enriching experience to our 4G customers,'' he added.

ErosNow, offers a wide variety of Bollywood content with movies like Bajrangi Bhaijaan, Tanu Weds Manu Returns, Welcome Back, Shamitabh, Badlapur, NH10 along with a wide selection of audio and video songs, television content and ErosNow originals.