MUMBAI / NEW DELHI: Vodafone’s entertainment destination will contain video content. Vodafone Play has announced a partnership with OTT player for South Asian content YuppTV to make available an extensive basket of live TV channels and movies etc.

YuppTV has also announced a content sharing partnership with the broadband service provider Hathway, which will offer monthly subscription plans for the former.

In addition to popular movies and shows, YuppTV’s prowess in the regional content will enable Vodafone Play to strengthen its content offering, while YuppTV intends to reach out to Vodafone’s wide customer base across India.

Yupp TV has 250+ live TV channels in 14 national and regional languages. The association is in accordance with the advent of small-screen viewership and India’s transition towards a mobile-first economy.

Vodafone India associate director – consumer business Avneesh Khosla said: “With mobiles becoming the preferred screen for entertainment, the average time spent on smartphones daily is significantly higher than TV, demonstrating that the engagement levels provided by smartphones remain unparalleled. Our customers are constantly seeking diverse content options, especially regional content. Through this partnership, Vodafone Play subscribers get a wider choice."

YuppTV founder and CEO Uday Reddy said: “We are excited to present Vodafone users with our extensive services and entertainment solutions. Now, Vodafone users can simply select from the collection of YuppTV's snackable content on-the-go."

“The entertainment control has shifted to the consumers who can decide what they want to watch at their convenience on multiple devices. The key is high-speed broadband and affordable price point,” Hathway MD Rajan Gupta said in a statement.

While Vodafone and Hathway are spread across India, YuppTV has an enviable collection of entertaining content in multiple languages.