QYOU beefs up Tata Sky partnership to go linear | VOD | News | Rapid TV News
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In what it calls the largest single-territory deployment of its linear channel to date, TV everywhere curation, licensing and programming firm QYOU Media has expanded its partnership with Indian content distribution platform Tata Sky.

the qyou 3 APril 2017The service was previously only available through Tata Sky's mobile app but will now be on offer to 17 million Tata Sky connections across TV as well as telco networks.

QYOU believes it is positioned to take advantage of the rapid growth in Internet access across India where online short-form video is especially popular. To cater to the tastes of growing digital native millennial and generation Z audiences who are engaging with short-form video on a daily basis in the country, QYOU and Tata Sky will create highly localised shows that appeal to Indian audiences. They will feature content from local creators in India and what they call some of the most popular online videos from the region. Addressing the on-the-go nature of the content, the service will also be available on the Tata Sky app on live TV and video-on-demand (VOD).

“Catering to audiences' changing preferences and tastes has always been the core focus for Tata Sky, commented its chief content officer, Arun Unni. “This will be the first time that subscribers can view short format content 24x7 on their TV sets on the Tata Sky Mobile App. With the burgeoning popularity of online video in India and the incredible depth of unique content in QYOU's archives, it makes complete sense for us to provide this service to our subscriber base.”

Added QYOU Media CEO and co-founder Curt Marvis: “India is renowned for being a region filled with tech-savvy young people, who navigate the worlds of internet video and traditional television with complete ease. Having a curated mix of the best digital-first video content at their fingertips - whether they're watching on a mobile device or via the TV screen - means that they can enjoy the best of both worlds and never miss a thing. We are proud that our partnership with Tata Sky is evolving and enabling us to make the largest deployment of our channel in a single market to date.”