iWorld
Eros Now Partners with Leading Indian Digital Marketplace FreeCharge to Grow Customer Base
Mumbai: Eros International PLC (NYSE:EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, its cutting-edge digital over-the-top (OTT) South Asian entertainment platform has partnered with FreeCharge, one of India's leading digital marketplaces for financial services and products. Through this association, Eros Now will facilitate a free month of access to its vast library of 11,000 plus movies, original shows, music videos and more for FreeCharge customers recharging pre-paid packages via the FreeCharge app. Additionally, this alliance will also give FreeCharge users a 60% discount on Eros Now’s annual subscription, which is otherwise priced at INR 999 (USA $7.99/ UK £4.99 GBP). The users will be able to use this discount by selecting FreeCharge in the payment selection pane on Eros Now.
India is a fast growing market for the digitization of services, be it entertainment, shopping or payments. The recent report by NITI Aayog found the industry is expected to become a trillion-dollar market by 2023[1], which reflects the fast pace at which the digital payment space in India is growing. There is no doubt that sooner than we would know, the digital payments system will make way to the interiors in the same capacity as it has captured the urban markets.
Talking about the partnership, Rishika Lulla Singh, CEO, Eros Digital, said, “The adoption and growth of digital ecosystems is currently at its peak. Users are going digital across categories as its hassle free and quick. Eros Now’s partnership with FreeCharge is a seamless blend of two customer centric brands that focus on consumer preferences and expectations. By bringing an exciting offer like this to our 113 million users, we reinforce our promise of bringing the best of entertainment with the top partners.”
Commenting on the partnership, Sangram Singh, CEO, FreeCharge said, “The Company is continuously working towards creating opportunities to build deeper engagement with the consumers by presenting them more choices through such collaborations. The association with Eros Now is in line to further strengthen our digital payment services and augment customer experience. Such partnerships are an interesting add-on to our suite of offerings and encourage consumers to increasingly adopt FreeCharge to do more than recharges and bill payments. Together we aim to deliver convenience in terms of seamless subscription for the FreeCharge users for their regular dose of entertainment.”
iWorld
Frodoh, Chaupal introduce non-intrusive first-screen ads for OTT platforms
New ad-tech layer unlocks revenue without interrupting OTT viewing
MUMBAI: Frodoh has partnered with regional OTT platform Chaupal to roll out what it calls an industry-first “first-screen” monetisation framework, aimed at helping subscription-led streaming services generate additional revenue without interrupting content viewing.
The new model focuses on connected TV home screens, introducing ad formats that sit within the discovery layer rather than the content itself. In simple terms, viewers may notice subtle brand placements while browsing, but once they hit play, the experience remains ad-free.
The technology is designed to tap into high-attention areas such as session depth, viewing intent and discovery behaviour, turning previously unused interface space into monetisable real estate. For OTT platforms, this opens up a fresh revenue stream without diluting the premium experience that subscribers expect.
Chaupal chief executive officer Sandeep Bansal said the move balances growth with user trust. “By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetisation layer that integrates seamlessly into our UI, ensuring discovery remains native and non-intrusive while keeping content consumption ad-free.”
From Frodoh’s side, the pitch is clear: expand the ad pie without cluttering the screen. Frodoh founder and chief executive officer Russhabh R Thakkar said the framework creates a new category of advertising by unlocking high-visibility home screen inventory that was previously untapped.
Industry watchers see this as part of a broader shift in OTT monetisation strategies, especially as subscription platforms look to diversify revenue without risking churn. With connected TV usage rising steadily, the home screen is quickly becoming the next battleground for attention.
If the model scales, this partnership could signal a subtle but significant shift in how OTT platforms monetise, proving that sometimes, the most valuable ad space is the one you see before the show even begins.
