iWorld
Tata Play Binge adds ETV Win to expand Telugu OTT offering
Aggregator now offers 30-plus streaming platforms under a single subscription
MUMBAI: The streaming menu just got a little more Telugu. Tata Play Binge is strengthening its regional entertainment lineup with the addition of ETV Win, giving subscribers access to the platform’s extensive catalogue of Telugu films, originals, television shows and live channels through a single subscription.
With the latest addition, Tata Play Binge now aggregates more than 30 national, international and regional streaming services, reinforcing its position as a one-stop destination for OTT entertainment.
ETV Win brings a sizeable Telugu content library to the platform, featuring more than 499 Telugu films, 130 original films from WIN Originals and Ushakiron Films, web series, television serials, children’s programming, special events and seven live ETV channels. These include ETV Telugu, ETV Plus, ETV Cinema, ETV Abhiruchi, ETV LIFE Spiritual, ETV Andhra Pradesh and ETV Telangana.
Subscribers will also gain access to popular titles such as Constable Kanakam 2, Dhee, 90’s, AIR, Anaganaga, KA, Little Hearts, Papam Pratham, Raju Weds Rambai and Sri Chidambaram.
The partnership reflects the growing influence of regional language content in India’s streaming ecosystem, where platforms are increasingly investing in local storytelling to drive engagement beyond metro audiences. Telugu entertainment, in particular, continues to be one of the country’s strongest-performing regional content segments.
Tata Play chief commercial and content officer Pallavi Puri said Telugu content has become a key driver of audience engagement, adding that the company’s longstanding relationship with the ETV network has now been extended through the integration of ETV Win into Tata Play Binge.
K. Bapineedu Choudary, Managing Director of ETV Win, said the partnership builds on the long association between the two companies while making Telugu entertainment more accessible as viewing habits continue to shift across digital platforms and connected screens.
The integration further strengthens Tata Play Binge’s aggregation strategy, allowing subscribers to access content from more than 30 streaming platforms through a single interface and subscription, as competition in India’s increasingly crowded OTT market shifts from acquiring individual apps to delivering seamless viewing experiences.
