Cab aggregator Ola has tied up with TV streaming app YuppTV to bring Live TV on its infotainment platform Ola Play for the cab riders.

YuppTV streams South Asian content with close to 250 TV channels in 14 languages globally. This partnership will bring range of TV channels to Ola Play, including some 20 news channels. The content available will be customized depending on customer preferences and ride information like time, destination, and preferred language, the company said in its statement.

Ola launched their onboard entertainment system Ola Play in November last year, for select Prime users in Bangalore, Mumbai and Delhi.  It has now expanded to six cities and the latest being Pune and Chennai. Ola says that the entertainment system is present in 50,000 cabs.

The onboard entertainment system offers various custom features  like music and video streaming from Apple Music, Sony LIV, Audio Compass and Fynd, which can be controlled using the Ola app. The platform allows customers to resume music, videos etc., from where they left it last.

Along with YuppTV now, Ola incorporates streaming services Eros Now,  ALT Balaji,  Apple Music, AIB, TVF, Audio Compass, EROS Now, FastFilmz, Arre, Lattu Kids, and POPxo, a website targeted at Indian women.

Most recently, Ola’s rival Uber rolled out its infotainment system this month for riders in Mumbai to challenge Ola Play system in the country. Uber’s system is reported to serve interactive ads, discounts coupons, customized content etc.