ALTBalaji partners with PayPoint for OTT expansion in rural and semi rural India
With COVID19 epidemic looming over, OTT players have seen a sudden spike in the subscription numbers
OTT Player ALTBalaji, a subsidiary of Balaji Telefilms Limited, announced its strategic partnership with a leading offline-to-online (O2O) company PayPoint. Through this partnership, PayPoint will help ALTBalaji to grow its existing market presence and penetrate new markets, primarily rural and semi-rural.
COVID19 pandemic and its effects of lockdown have led to a shift in the way content are being consumed. With movie theatres locked down and the COVID19 epidemic looming over, OTT players like Netflix, Amazon Prime, Disney Hotstar, Zee5 have seen a sudden spike in the subscription numbers. It has enabled users to access content and entertainment at the safety of their home across the devices they use.
ALTBalaji has also witnessed an increased audience during this pandemic time and with PayPoint’s 45000+ offline stores users can access ALTBalaji through offline subscription and payment options at the convenience of their homes. This could be instrumental for ALTBalaji to garner more subscribers from the rural and semi-rural population in India.
As a part of this association, PayPoint will collect cash on behalf of ALTBalaji and enable its subscribers to watch and access ALTBalaji’s catalogue including popular material and other original content on the over-the-top (OTT) platform.
Commenting on the partnership with ALTBalaji, Managing Director of PayPoint Ketan Doshi, said, “For ALTBalaji like alternatives to mass entertainment, there is a huge fan following in the rural districts of India. However, for lower digital-savvy fans activating the service, and doing an offline recharge is a hindrance. This partnership will be a boon for the population to do an instant activation and renewal recharge. The offline recharge for such video-on-demand OTT service is the first of this kind and one such industry initiative. The association will help ALTBalaji achieve higher subscriber base, while PayPoint will be adding one of its kind product to the kitty of services that it is providing to the customers across the length and breadth of India”.
PayPoint claims this collaboration will enable ALTBalaji to increase it’s viewership aggressively by taking the OTT space to the masses and making it available on multiple interfaces ranging like desktops, laptops, tablets, smart-phones, internet-ready television. The subscription-based video on demand (SVOD) service marries state-of-the-art technology with gripping storytelling.
Paypoint has been partnering for Last-Mile Delivery of Fast-Moving Consumer Services. It offers more than 100 services like bill payment, recharges, DTH, Travel booking, ATM withdrawals, Wallets, and many more. Technology-enabled Retailers brings benefit to the end customers in terms of accessibility, convenience in the neighbourhood.
