Multi Screen Media (MSM), a unit of Sony Pictures Television India, has tied up with Red Chillies Entertainment to co-produce television, digital and film content, reports the Hollywood Reporter. The financial terms of the deal were undisclosed.

The deal will also give MSM rights to certain movies made by the production house, although it’s not clear which ones. Additionally, MSM also acquired the TV rights to the upcoming film Dilwale, co-produced by Red Chillies. The partnership should help MSM expand the content distributed on its video on demand service Sony LIV, which has been increasingly focussing on digital exclusives to increase viewership. In October it launched a web exclusive show called Shutter, after having launched its first web exclusive show called #LoveBytes a month before.

Video-on-demand platforms’ push for original content:

– In July, production and distribution company Eros International said it would produce three original shows which would be streamed on its video on demand platform Eros Now.

– Internet media company The Viral Fever launched a new streaming platform called TVFPlay which features the company’s web-series and shows.

– In May, YouTube multi-channel network #fame (earlier Famebox Networks) launched a live video streaming app.

– In June, Mobile value-added services company Digivive signed a content deal with CA Media Digital’s celebrity digital network, Fluence, to create celebrity-led mobile series on its application, NexGTv.

– The same month, Zee Entertainment Enterprises Ltd’s (ZEEL) digital ecosystem Zee Digital Convergence (ZDC) and its content studio Essel Vision Productions Ltd said it was working on a new online-only instrumental musical show called Life is Music.

–  Internet media company ScoopWhoop ran the first season of  an original web-series called Baked.

Also read: “We break content on Eros Now first & 24- 48 hours later on YouTube”- Karan Bedi, Eros Now

Facebook reportedly making exclusive content deals with Indian video creators