NDTV and Bharti Airtel have launched a mobile-only channel NDTV HOP, which is a vertical mode app. The app will produce exclusive content for Airtel TV users, and is also available for download on Android and iOS. NDTV Group CEO Suparna Singh said that all the content in it was original and “not replicated or ported from other platforms.”

The app features 20-minute live shows on Bollywood, news, fashion, entertainment, gadgets, astrology, careers, debunking fake news, yoga, online deals, among others. The app also has shows similar to those that feature on NDTV’s already existing channels such as Gadgets360 and Car and Bike.

NDTV claims to have over 200 million unique users per month on NDTV.com.

Airtel’s content partnerships

  • Airtel TV app claimed to have over 50 million downloads on Android in June this year.
  • It has previously partnered with Zee Entertainment in August, a deal in which ZEEL and Airtel said they would team up to produce exclusive content for their respective video-on-demand services Zee5 and Airtel TV.
  • AltBalaji’s content is available for streaming on Airtel TV via a deal signed in March this year. 
  • In February, Airtel signed a content partnership deal with Hotstar in April; the deal allows Airtel users to stream Hotstar’s content on the Airtel TV app.

Read: NDTV’s digital business: NDTV digital revenues at Rs 37 Cr, overall profits up in Q1FY19