Digital entertainment company, Hungama has tied up with Television networks Sun TV and Maa TV to add Telugu content and focus on the South Indian market, reports Indian Television.

The company stated that Telugu is the third most consumed language on its app after Hindi and English and claims to have the largest Telugu catalog in the app ecosystem. It stated that the 25% of the total content on Hungama Play library are Telugu movie titles, second largest collection, after Hindi movie titles.

Hungama Play also said that more acquisitions are in the pipeline, and has plans to add over 300 Telugu films from the Maa TV catalog along with future releases. It will expand its library further by adding over 220 films from the Sun Network library across all 4 Southern languages, according to the report.

Hungama Music and SIIMA

Hungama Music, another arm of the company has informed that it has tied up with the South Indian International Movie Awards (SIIMA) for the second consecutive year and will also simultaneously transmit exclusively on Hungama Play. It also said that subscribers will be able to see the ‘behind the scenes’ action from the event.

Monthly Users

In April, Hungama had claimed to have 65 million monthly active users on its platform. It also claimed to feature over 6,500 movies from Bollywood, Hollywood and in regional Indian languages like Telugu, Tamil, Marathi, Oriya, Bhojpuri, Gujarati, Kannada, Bengali and Punjabi (overall 12 languages).

In May, last year, the company had about 50 million monthly active users, an increase from around 15 million users in 10 months.

Funding: In April, Hungama had raised $25 million from Xiaomi and existing investors Intel Capital, Bessemer Venture Partners and Rakesh Jhunjhunwala. It had informed then that it will use the funding to expand its content library and improve its products.

Past Developments 

In April, Hungama had signed a content sharing deal with Sri Lanka Telecom (SLT) and its local partner Evoke International to launch a streaming service for SLT’s broadband users, enabling them to stream and download movies, music and other audio-visual content for a monthly subscription fee.

In August last year, DishTV tied up with Hungama to launch a music service called Music Active to feature music across genres such as Bollywood, devotional, Western, pop and old Bollywood, along with international hits and classics, ghazals, Bhojpuri, Kannada, Tamil and Carnatic music.

The same month, video streaming platform HOOQ had signed a multi-year deal with Sun TV, to carry Sun TV’s library that includes a mix of films in Tamil, Telugu, Malayalam and Kannada.

In June, Star India had informed of the acquisition approval of  MAA TV’s broadcast business.