QYOU Media, a curator of premium ‘best-of-web’ video for multiscreen distribution, has expanded its partnership with Tata Sky, the Indian content distribution platform. Previously available through Tata Sky’s mobile app, this broader deal will make QYOU’s 24/7 service of online video content available to 17 million Tata Sky connections across television and mobile.

As part of the agreement, QYOU and Tata Sky will also start to feature content from local creators in India and some of the most popular online videos from the region in order to create highly localised shows that appeal to Indian audiences.

Tata Sky Chief Content Officer, Arun Unni commented: “Catering to audiences’ changing preferences and tastes has always been the core focus for Tata Sky. This will be the first time that subscribers can view short format content 24×7 on their TV sets on the Tata Sky Mobile App. With the burgeoning popularity of online video in India and the incredible depth of unique content in QYOU’s archives, it makes complete sense for us to provide this service to our subscriber base.”

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