Mumbai: Homegrown OTT platform ZEE5 has entered into a strategic partnership with Sahaj, an organization that works for social development in rural India, to serve the rural population. Through this first-of-a-kind association, ZEE5 becomes the first OTT player to cater to the country’s underserved rural market at scale, through the retail network established by Sahaj.
ZEE5 will design a special ‘Chhota’ pack for Sahaj customers offering 10% discount on ZEE5’s premium subscription.
Courtesy of Sahaj, ZEE5, consumer’s platform of choice for Any Time Manoranjan (ATM), aims to further strengthen its roots into Bharat by leveraging the massive untapped opportunity of over 300 million rural internet subscribers in the country. ZEE5 will now get access to more than 76,000 Gram Panchayats, and over 96,000 Tier III and Tier IV rural locations in 24 states and union territories of Bharat. With a robust portfolio of purposeful, compelling, diverse, and multi-lingual content in over 12 Indian languages, ZEE5 continues to take eventful strides in enticing the masses to subscribe to the platform and consume entertainment anytime, anywhere, and in the language of their choice.
ZEE5 India Chief Business Officer Manish Kalra said: “Bharat is brewing to take centre stage and is on the cusp of driving a robust wave of digitisation in the next 12 months. At ZEE5, we want to fuel this change by democratising access to diverse content across genres and languages. Our partnership with Sahaj is one such step towards strengthening our connection with the entertainment-loving audience from Bharat, providing them with an unlimited and instant access to our premium content library, thereby unlocking unparalleled scale and reach across 24 states and union territories of India. With this first-of-a-kind association, we make an even stronger foray into several of Bharat’s newer geographies and its underserved audiences, further cementing our positioning of being the consumer’s platform of choice for Any Time Manoranjan.”
Sahaj CEO Amit Kumar Singh said: “Sahaj has been breaking boundaries to accelerate digital transformation in rural India ‘Bharat’ for more than 12 years and has access to 500 million+ rural customers through its wide network of over 100,000 retail outlets, ‘Sahaj Mitr’. The limited awareness about digital transactions beyond urban centers has restricted the popularity of OTT content in rural India. The partnership between Sahaj and Zee5 will bridge this urban-rural digital divide and offer rural customers an opportunity to enjoy premium OTT content just like their urban counterparts. With this partnership, Sahaj further strengthens its focus on staying at the forefront of identifying consumer trends in the rural market”
Since its inception, ZEE5 has successfully struck a chord with many Indians within the country. As of December 2020, the platform recorded 65.9 million MAUs and 5.4 million DAUs. ZEE5’s repertoire of content includes Indian and global movies, catch-up content, and live TV, shows, news, music, live events, and much more. With a rich library of over 120+ originals, ZEE5 offers content in 12 Indian languages and in the last three years, it has had 85+ regional launches: 55+ web series, 5 short films, and 25+ movies in Tamil, Telugu, Marathi, Kannada, and Bengali, across genres. Additionally, the platform offers content in – Hindi, English, Punjabi, Bhojpuri, Gujarati, and Odia.
Sahaj is an initiative of Kanoria Foundation for social development in rural India and has delved into bridging the digital divide between Urban and Rural India by innovating an ‘Impact Investment’ commercially-driven business model. Sahaj provides various products and services like Government to Citizen services, Financial Inclusion, Financial Services, Utility Bill collection, mobile/ DTH top-ups, e-Learning, FASTag, Travel Ticket booking, PAN card etc. under one roof – ‘Sahaj Kendra’ run by Village Level Entrepreneur (VLE) known as ‘Sahaj Mitr’ through a ‘Brick and Click’ Phygital Model primarily in rural India. Sahaj is driving the digital transformation in the remotest parts of India by combining its state-of-the-art technology with customer-focused solutions. Sahaj aims to become the most trusted network to provide various online services, bringing financial and digital inclusion in Indian villages where the scope of online service has never been so much necessary.