Airtel Digital TV, the DTH arm of Bharti Airtel, has partnered with QYOU Media, to bring The Q India’s 24/7 linear stream of digital first content to Indian homes. Airtel Digital TV customers can now enjoy The Q India’s exciting content that has been curated from top creators in the region, as part of their monthly DTH pack.

With the average Indian consumer increasingly watching short-form video content on social media platforms like YouTube and Facebook each month, there is growing opportunity to engage customers with short form content on a regular basis. Airtel Digital TV, which reaches over 14 million homes across India, is bringing the Q India to its platform to leverage this trend.

With this partnership, The Q India will continue to expand the viewership reach for its premium content coming from India’s leading digital content creators. The Q India is a 24/7 linear service stream of premium curated content that launched in December 2017 and is aimed at young Indians. The service has established content partnerships that include some of the most watched and influential digital content creators in India.

Commenting on the partnership, Sunil Taldar, CEO & director – DTH, Bharti Airtel ,said,” We are constantly innovating to add greater value for customers and enhance their TV experience on our platform. We are always working towards bringing new content and relevant programming for our customers. With this partnership with QYOU Media, we aim to bring the growing trend of short form video consumption to homes on their TV.”

Meanwhile, Sunder Aaron, general manager and co-founder, The Q India, said, “Young Indians have been lacking a general entertainment brand or service that speaks directly to them. Our mission at The Q India is to address this need with a powerfully relevant service proposition that is entirely unique in proposition, programming the best Indian video content from digital creators who are streaming across platforms. We are delighted to join Airtel, and happy that both platform and advertising partners are beginning to recognise the potential The Q India offers them to reach millions of millennial and gen Z digital savvy viewers in their subscriber base who are now able to enjoy India’s best digital content through The Q India service.”