India’s Arré spreads its wings

For the new digital media co, the partnership means global exposure through YuppTV, an OTT platform with eight million mobile downloads.
July 5, 2016
Continuing on its rapid content expansion spree, South Asian OTT provider YuppTV has partnered with India-based digital media co Arré in a deal that will make the latter company’s stable of original web series, reality shows, docs and other non-fiction content more broadly available online.

The deal will see a range of web-series, reality shows, documentaries and non-fiction products from Arré head to YuppTV Bazaar, YuppTV’s section of free, curated short-form digital content.

Arré, which produces original digital content for its own online platform, as well as others, will provide YuppTV Bazaar with two of its latest scripted web series, A.I.S.H.A. – My Virtual Girlfriend (pictured) and I Don’t Watch TV. The media co first launched in January 2016 and produced India’s first original web series, Re-Gender, an unscripted series featuring six participants experiencing life as the opposite sex. It also produces original articles and audio docs that explore India’s pop culture and sub-culture topics.

For Arré, the partnership means a chance to bring its content to more viewers, including those outside of the Indian market. YuppTV is most popular with Indians both in India and abroad (with a presence in more than 50 countries), and boasts a total of eight million mobile downloads, according to a company statement.

OTT and streaming is still a relatively new world in India. The streaming service Hooq, owned by Singapore telco Singtel, launched in India as well as Singapore and the Philippines in mid-2015.

Arré’s own ad-supported platform launched in January, as the same time Netflix moved into the country as part of its 130-nation global expansion.

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