Bharti Airtel today announced the strengthening of its partnership with Lionsgate Play that will bring premium Hollywood movies to Airtel Xstream Box. The partnership comes after the resounding success of Lionsgate Play content on Airtel Xstream app which has led to the enhancement of the partnership.
The partnership will allow Airtel Xstream Box users to have easy access to the premium Hollywood content from Lionsgate Play on the big screens in their home.
While Airtel Xstream app is also available on Airtel Xstream Box since long the content on the App and Airtel Xstream Box has a stark difference. Airtel Xstream Box users will now be able to watch hours of Ultra HD content from Lionsgate Play.
Lionsgate Play has high quality English content and recently completed one year of operations in India which has witnessed tremendous growth in the viewership. The deepening of partnership will allow Lionsgate Play to show blockblusters like John Wick, La La Land, Knives Out, Twilight in Hindi, Marathi, Tamil, Telugu, Kannada, and Bhojpuri.
Sunil Taldar, Director – Homes, Bharti Airtel said: “We are delighted to deepen our partnership with Lionsgate and bring their premium content to more and more customers through our digital platforms. Airtel Xstream Box continues to see growing adoption as customers discover the joy of hybrid TV experience through one device and enjoy the best of OTT content with linear TV.”
Commenting on the partnership, Mr. Rohit Jain, Managing Director, Lionsgate South Asia, said, “We launched on Airtel Xstream app in Jan 2020 and since then we have seen an exponential growth on stream counts. We have been continuously strengthening our already robust catalogue with horror, comedy, drama, action & thriller movies. We recently premiered Rambo: Last Blood and were overwhelmed with the consumer response.
To be a key entertainment player in India we see following important levers: Availability of curated High quality Hollywood Content that world is watching, localization in Indian languages to increase Relevance and Strengthening our distribution to solve for Reach. Keeping the Indian audiences love for Hollywood in Indian languages in mind we always make our movies available in local languages like Hindi, Marathi, Tamil, Telugu, Kannada and Bhojpuri and will continue to invest in quality dubbing to make premium content accessible to the length and breadth of the country. We will also keep strengthening our distribution and are very excited to extend our offering to additional consumers via the Airtel Xstream Box. With this partnership our content will find its place on large screen TV at home, and the experience of watching premium content on the big screen is unparalleled”.