NEW DELHI: Eros International’s OTT (over-the-top) platform ErosNow has entered into a content deal with telecom company Idea Cellular to provide a platform for its 4G users.

The partnership offers Idea 4G subscribers access to ErosNow’s premium bundled services including movies, music, TV content and ErosNow originals.

Eros Digital CEO Rishika Lulla Singh said, “With the growing penetration of data services across India, content consumption is surging across consumers. ErosNow’s association with a leading telecom player like Idea provides us the ideal platform to reach a larger subscriber base and offer a very compelling array of Bollywood and regional content. This strategic association with Idea is the beginning of a long term relationship we intend to build in the future.”

Idea Cellular CMO Sashi Shankar added, “With Idea’s foray into 4G services, we are strengthening our 4G portfolio and digital presence through an assortment of digital content in partnership with leading content aggregators, handset manufacturers, and e-commerce retailers. ‘Movies and Videos’ is the highest consumed service category by data consumers on the Idea network, and I’m confident that our association with ErosNow will provide an enriching experience to our 4G customers.”

Idea had recently announced the launch of 4G services across five southern states of India, and plans to expand to 750 towns in 10 service areas by June 2016.

The association with ErosNow will enable Idea 4G customers in these markets to enjoy the content at a monthly subscription price of Rs 49. Idea is also offering a special subscription price of Rs 29 per month for its new 4G customers till 31 March, 2016.