iWorld
Tata Play Binge becomes a standalone OTT offering for Rs 59
Mumbai: Content distribution platform, Tata Play (formerly known as Tata Sky), has announced the expansion of its OTT entertainment app, Tata Play Binge, to all smartphone users, with no pre-requisite of needing a DTH subscription. Tata Play Binge, the application that aggregates content from across OTT platforms in India and presents it on a single screen, offers subscribers one of the largest collections of movies, TV series, web originals, and live sports from 17 streaming apps, along with gaming, under one roof. In an endeavour to ease the process of content discovery and reduce the hassle of multiple subscriptions, Tata Play Binge is introducing plans starting at Rs 59 per month and providing access to premium content across popular national, international, and regional apps as per subscribed plans. The platform will soon host 25 apps as eight more apps are slated to be added in the coming months.
The all-new Tata Play Binge offers content in 12 languages from popular OTT apps such as Disney+ Hotstar, ZEE5, Voot Select, SonyLIV, MX Player, hoichoi, Namma flix, Chaupal, Planet Marathi, Sun NXT, Voot Kids, Eros Now, Hungama Play, ShemarooMe, EPICON, DocuBay & Curiosity Stream. Upcoming integrations include Apple TV+, Lionsgate Play, Travelxp, Shorts TV, Reeldrama, Manorama Max, Tarang Plus, Koode, and more. Tata Play DTH subscribers can access Netflix combo plans, and Amazon Prime Video can be accessed with an add-on subscription on Binge.
Tata Play MD & CEO Harit Nagpal said, “Today, in India, approximately 70+ OTT services cater to 450 million plus consumers with just 90 million paid subscriptions. The penetration at a subscriber level drops further as each consumer needs to subscribe to multiple OTT services. The biggest bottlenecks to the growth of OTT subscriptions are accessibility, availability, and affordability. With our aggregated OTT platform, Binge, we endeavour to address these pain points. Content from across 17 OTT providers plus gaming is available today to all subscribers, accessible through a unified interface with a single subscription package starting at Rs 59 a month. Tata Play Binge makes entertainment easy for consumers while increasing the subscription footprint for our OTTpartners.
“India is a value-conscious market and value is a derivative of both time and money. Just as Tata Play DTH has connected television viewers across the country to channels from multiple broadcasters, so will Tata Play Binge aggregate content from across OTTs for digital viewers across the country.”
Tata Play Binge app presents a freemium model, wherein anyone can install the Binge app and view and browse free content across partner OTT apps; and can also watch premium content behind paywalls by choosing subscription plans starting from Rs 59 per month. A single subscription will allow simultaneous viewing on two or more devices. Options such as “Universal Search,” “Language Preference,” and “Create Your Own Binge List” have been made prominent features of the app to create personalised experiences for consumers that reduce time spent navigating multiple platforms.
Tata Play continues its association with actors Kareena Kapoor Khan, Saif Ali Khan, R. Madhavan, and Priyamani, who have played relatable, everyday characters to bring out the essence of Tata Play Binge to larger audiences through the campaign, to make entertainment more jingalala. Covering multiple touchpoints, Tata Play Binge’s marketing campaign aims to reach out to potential customers across the country this festive season.
Tata Play chief communication officer Anurag Kumar said, “Through our campaign, “Bachcha Bachcha janta hai” we have created relatable, slice-of-life characters to bring out the essence of the Tata Play Binge offering, which is – access to all the content from 17 OTT apps covering movies, shows, live sports and more, under a unified platform- making entertainment consumption easy and simple.”
Rooted in its mission of providing entertainment on any budget, any screen, anytime and anywhere, Tata Play, through Binge, gives easy and simple access to a variety of OTT content, personalised for the consumer.
eNews
Barc India, Nielsen launch Barc | Nielsen One Ads, a unified cross-media ad measurement tool
JioHotstar to deploy cross-screen measurement during T20 World Cup 2026
MUMBAI: Broadcast Audience Research Council India and Nielsen have joined forces to launch Barc | Nielsen One Ads, a cross-media measurement system designed to give advertisers a unified view of advertising performance across television and digital platforms.
The new framework combines Barc India’s linear television viewership data with digital audience measurement from Nielsen One Ads. The result is a single dataset that measures advertising reach and frequency across four screens: linear tv, connected tv, mobile and computer, while removing duplicated audiences across devices.
The move comes as India’s media landscape grows increasingly fragmented, with advertisers struggling to reconcile data from multiple platforms. The joint system aims to provide a single, deduplicated picture of campaign performance and audience reach.
“This marks a defining moment for cross-media ad measurement in India,” said Barc India chief executive Nakul Chopra. “Barc | Nielsen One Ads brings together television and digital screens in a unified system, enabling advertisers to understand their true reach and incremental impact across the entire media ecosystem.”
Nielsen chief product officer Akhil Parekh, said the collaboration addresses a long-standing challenge for advertisers. “Brands have had to stitch together fragmented data to understand how campaigns perform. A single, deduplicated view across screens is something the industry has needed for years.”
The first deployment will take place on JioHotstar, which will use the system to measure advertising during the ICC Men’s T20 World Cup 2026 hosted by India and Sri Lanka. Barc India said the framework could expand to include more broadcasters and platforms if industry demand grows.
Among the system’s key features are unified four-screen reporting, advanced reach deduplication to eliminate duplicate viewers across devices, and detailed metrics including average frequency, gross rating points and demographic performance.
