MUMBAI: Eros Now has become the first Indian OTT player to enter the South African market through a strategic partnership with telecommunications provider Telecel Global.

As part of this partnership, Eros Now will be available to Telecel customers as a bundled service with their prepaid and postpaid data plans, IPTV and set-top box with multi-purpose quad service applications. Subscribers will now have access to Eros Now’s library of popular movies, music, TV shows, and originals. Eros Now will leverage on a committed number of annual paid subscribers from this association with Telecel.

Commenting on the partnership, Eros Digital CEO Rishika Lulla Singh said, “We are excited to enter South Africa in association with Telecel. With this partnership, we continue to expand our global customer reach and strengthen our philosophy of being platform agnostic. Knowing the growing demand among South African viewers for online video content, we will be able to provide the best of Indian entertainment to customers, whenever and wherever they want it”.

Additionally, Telecel Global is expanding its market presence and services into South Africa. Telecel Global CEO Aimable Mpore said, “This partnership with Eros Now is one step forward towards reaching out to our ethnic customers in South Africa by offering them content customised to their taste and bringing them closer to their mother land.”

Popularly referred to as ‘The Mobile Continent’, South Africa has seen a high rate of mobile phone adaptation. As per a Nielsen report, mobile video is particularly prominent in African regions.