QYOU Increases India Focus with New Partnerships and Formats
QYOU Media is growing its operations in India following the success of its partnership with Tata Sky. The expansion includes new content partnerships with leading digital creators and the launch of a localised version of its linear feed to cater the tastes of local audiences and meet the needs of broadcast, cable, and mobile operators in India.
India has a flourishing TV market, currently ranking third in the world after the US and China. Much of the TV consumption growth in the region is driven by mobile and broadband. Following the success of The QYOU’s partnership with Tata Sky, where its programming is available to subscribers through the content distribution company’s mobile app and TV channel, QYOU has gone on to sign a series of partnerships with content creators and distributors in the region to boost its presence further.
The partnerships include Culture Machine, a digital media company with many of the most popular Indian digital networks under its umbrella, Desi Hip Hop Inc, a platform for South Asian hip hop culture, and TheVibe a curator of contemporary Indian lifestyle video content. Through these partnerships and by curating tailored content for the region, QYOU Media will feature localised programming that caters and appeals to Indian viewers. In addition to distribution of Indian content to customers in India, QYOU intends to incorporate certain shows and clips into its other channel feeds and programming around the world.
Curt Marvis, CEO and Co-Founder, QYOU Media, said, “India is one of the most exciting markets in the world right now. The huge number of mobile and multiscreen viewers, particularly millennials who form around a third of the Indian population, is really driving the convergence of online video and television there. We are excited to partner with digital innovators Culture Machine, Desi Hip Hop Inc. and TheVibe, which opens-up a myriad of possibilities for us to create more localised content that reflects the unique voice and flavour of India. We plan on building on our work with Tata Sky to gain an even greater footprint in this market moving forward.”
Culture Machine President, Tuhin Menon, added, “We are excited to partner with QYOU to explore the full scope of our digital first media brands – Being Indian, Blush, Awesome Sauce, Viva and Put Chutney – all of which enjoy pole position in their respective categories. Through this partnership, viewers of the digital broadcast network TBD in the USA, as well as subscribers of QYOU’s offerings globally on linear and VOD platforms, will be able to watch Culture Machine’s varied stable of digital first programming. This content collaboration will pave the way for a wider engagement with CM’s patented Video Machine platform in the coming months. We look forward to building out this engagement further.”
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