The Q India’s digital-first content comes to Airtel
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Editor
| 20 December 2018

Online video premium content provider QYOU Media has announced a partnership with the DTH arm of Indian telco Bharti Airtel, Airtel Digital TV, to bring The Q India 24/7 linear stream of content to homes in the country.

QYOU Media believes that with the average Indian consumer increasingly watching short-form video content on social media platforms like YouTube and Facebook each month, there is growing opportunity to engage customers with short form content on a regular basis.

The Q India’s content has been curated from top creators in the region and will be available to Airtel Digital TV’s more than 14 million homes as part of customers’ monthly DTH pack. The service launched in December 2017 and is aimed at young Indians (20-30 years) and has already established content partnerships with some of the most watched and influential digital content creators in India, including the popular web-series; Official Chuckyagiri, What The Folks and Being Indian as well as curated episodes from leading digital programs in India, including: 101 India, Pocket Aces, Comic Wallah and BLUSH. The service for Airtel Digital TV will be broadcast in Hindi.

“We are constantly innovating to add greater value for customers and enhance their TV experience on our platform. We are always working towards bringing new content and relevant programming,” commented Bharti Airtel – DTH, CEO and director Sunil Taldar. “For our customers. With this partnership with QYOU Media, we aim to bring the growing trend of short form video consumption to homes on their TV.”

Added Sunder Aaron, general manager and co-founder, The Q India: “Young Indians have been lacking a general entertainment brand or service that speaks directly to them. Our mission at The Q India is to address this need with a powerfully relevant service proposition that is entirely unique in proposition, programming the best Indian video content from digital creators who are streaming across platforms. We are delighted to join Airtel, and happy that both platform and advertising partners are beginning to recognise the potential The Q India offers them to reach millions of millennial and Gen Z digital savvy viewers in their sub base who are now able to enjoy India’s best digital content through The Q India service.”