Dialog Partners with ALTBalaji to introduce original Indian content through ViU app

Dialog Axiata PLC, Sri Lanka’s premier connectivity provider, announced its partnership with ALTBalaji, an exclusive and original Indian over the top (OTT) service platform in order to provide ViU app users with original Indian video content for the first time in Sri Lanka, at subsidised rates.

Available in 90 countries with a global paid subscriber base of over 2.5 million, ALTBalaji is rapidly growing towards four million subscribers, to become the number one subscription video-on-demand (SVOD) platform featuring original Indian content. 

The subscription-based video-on-demand app has redefined the benchmark for original Indian programming by consistently launching shows that depict stories that go beyond the entertainment norm. With a growing library of original shows and a robust distribution strategy, ALTBalaji aims to reach out to audiences worldwide. 

This strategic partnership with Dialog through the ViU app will result in the introduction of original Indian content to over one million Sri Lankan users, diversifying its already varied portfolio of offerings. 

To access over 150 hours of original content in various Indian languages, ViU users simply need to log on to the ViU app, click on the ALTBalaji for Dialog icon to download the app and subscribe at a subsidised rate. ViU users are entitled to a one-month free subscription and are required to pay only Rs. 160 per month thereafter.

Commenting on the partnership, Dialog Axiata PLC Senior General Manager – Global and Content Services Mangala Hettiarachchi stated: “The launch of the ViU app signifies a new era of accessible content for Sri Lankan consumers, not only in terms of local content but regional and international as well. Dialog’s partnership with ALTBalaji strengthens our commitment to providing consumers with a host of diversified content including programming in Hindi, Tamil, Bengali and more at affordable prices.”

Speaking about the association, ALTBalaji Group COO and CEO Nachiket Pantvaidya said: “ALTBalaji is constantly working towards creating path-breaking content that appeals to people who enjoy Indian shows, globally. The response to our content so far has been overwhelming and we wish to make it available to audiences across all environments. Our association with Dialog will provide us with a unique opportunity to reach out to a wide customer base and let them enjoy content we are proud to present.”

In the span of one year, ALTBalaji has rolled out 20 original shows in Indian languages across various genres such as romance, mystery, drama, kids and comedy. Additionally, ALTBalaji also offers entertaining original shows for children and has recently launched short, regional stand-up comedy videos in Hindi, Marathi, Punjabi, Gujarati, Tamil, and Telugu.