Idea umbrella

Telecom operator Idea Cellular has entered into a platform and content deal with video streaming platform ErosNow, reports Business Wire. The partnership will enable Idea 4G customers to watch movies, originals and short form videos at Rs 49 per month, although the network operator is offering an introductory price of Rs 29 per month for new 4G customers till the 31st of March.

Essentially, Idea will provide Eros’ app for around half its usual price of Rs 99 per month to its customers. With other telecom operators such as Airtel launching Wynk Movies and Reliance Jio planning to launch with a full suite of Movies, Music, News etc., it is hardly surprising that Idea felt the need to offer something unique to its customers. While other telecom operators have opted to create their own over the top (OTT) services, Idea has instead chosen to tie up with Eros to offer the latter’s app to its customers.

This is not Eros’ first tie up with a telecom operator either. It earlier entered into a partnership to offer movie and video content from Eros Now and other partners on Airtel’s Wynk app. Users of Wynk would be able to access new and old Bollywood movies from ErosNow, before they premiered on television. Similarly, Eros tied up with Ortel in October, to offer a subscription based movie streaming service called Ortel Broadband Movies, for its broadband users across TV, PC and mobile.

Idea 4G launch: Last month, Idea launched its 4G services in 5 south Indian states; Andhra Pradesh, Karnataka, Kerala, Telangana and Tamil Nadu. The initial launch covered 75 towns including Mysore, Kochi, Vijayawada and Vishakhapatnam, followed by other towns by the 31st of December. Note that in November, Idea Cellular entered into an agreement to use spectrum currently with Videocon Telecom in the 1800 MHz band in two key circles, Maharashtra and Uttar Pradesh (West), for Rs 3310 crore.

Eros’ previous content tie ups:

– In July, Eros also decided to produce its own original shows, which could be streamed on the Eros Now platform.

– In June, Eros Now inked a content acquisition deal with Pakistan’s Hum TV, under which it would get to show Hum TV’s entire TV library including current TV shows on its platform.

– In August last year,  ErosNow signed a partnership to acquire the worldwide rights of select Zee TV shows, giving it access to episodes from Zee TV’s soaps & reality shows.

– In May last year, Eros inked a content deal with Colors television channel.