Editor's Note: This article is a part of a new section on the business of Digital Video that will soon appear on afaqs!
YuppTV, a leading internet-based television and over-the-top (OTT) service provider for South Asian content, said on Thursday that it has enabled two premium Hindi entertainment channels - Star Plus and Life OK - for its users in the UK, the EU, the Middle-East, Malaysia, and New Zealand.
Speaking on the launch, Uday Reddy, founder and CEO, YuppTV, says, "Both Star TV and Life OK are extremely popular within the country's digital viewership for their differentiated entertainment content offerings."
Reddy further adds, "This move underlines YuppTV's commitment to enable the most tailored entertainment content for our users and offer expats a chance to catch their favourite shows anytime, anywhere."
Gurjeev Singh Kapoor, president, Star International, says, "Star Network is very pleased to join hands with YuppTV to offer the best of our content to our loyal viewers anywhere anytime. We look forward to a productive partnership."
A part of 21st Century Fox's Star India network, Star Plus and Life OK are Hindi language general entertainment television channels and have some of the most-watched primetime shows in the country on their roster.
While Life OK airs popular programmes like Bahu Humaari Rajnikanth and Savdhaan India - India Fights Back, Star Plus has shows such as Ye Rishta Kya Kehlata Hai and Diya Aur Baati Hum which are widely viewed across India.
According to a statement, YuppTV users can access these channels through www.yupptv.com, or through the YuppTV app on smart TVs, smart Blu-ray players, streaming media players, gaming consoles, smartphones, and tablets.
YuppTV claims to offer more than 200 TV channels, over 5,000 movies, and over 100 TV shows in 12 languages.
According to YuppTV, it has over 25,000 hours of entertainment content catalogued in its library, while nearly 2,500 hours of new on-demand content is added to its platform every day.
YuppTV has its presence in over 50 countries. Its mobile app YuppTV boasts eight million downloads with 4.0 user rating.