Eros to tap Malaysia's 2-million Indian origin viewers in tie-up with Maxis and U Mobile

Eros says it is the only Indian digital over-the-top platform to penetrate the growing Malaysian market.

Eros International Plc, the leading global company in the Indian film entertainment industry, has announced that their digital over-the-top (OTT) distribution wing under the name of ErosNow has entered the Malaysian market.

Eros said it has partnered with two companies, Maxis Berhad and U Mobile for its entry into Malaysia.

With these partnerships, ErosNow claims that it is the only Indian OTT platform to penetrate the growing Malaysian market.

This partnership with Maxis will enable ErosNow to gain visibility through a wide range of Maxis' prepaid and postpaid data plans which will also offer various promotions to the telco's subscribers.

ErosNow's premium services will ensure that the subscribers get access to Bollywood's popular movies, music, TV content, upcoming originals and more.

The tie-up with U Mobile in Malaysia will also include exciting offers for both its pre- and post-paid customers. It will give access to ErosNow's premium subscriptions, offering an extensive library of films, music, television shows and originals. U Mobile will give its customers the benefit to stream a wide variety of entertainment available on ErosNow without data charges through its proprietary service, Video-OnzTM.

As a result of high broadband penetration and cell phone adoption, the popularity of VOD and OTT platforms has been rapidly growing in Malaysia. At this point, this conglomeration will surely benefit all the three companies.

ErosNow has entered this market with these two partnerships to offer consumers subscription to ErosNow at a cost of Malaysian Ringgit (RM) 10 ($2.60) per month. The Maxis tie-up will also provide their customers a 30 day free trial period.

According to Business Wire, Wong Heang Tuck, CEO of U Mobile said: "At U Mobile, we are constantly looking to bring best value and experience to our customers. As a data centric telco, we are also always looking for ways to enhance our customer's Internet experience. Through our latest service Video-OnzTM, our customers will be able to stream the wide variety of entertainment available on ErosNow, without using their data."

In Malaysia, which has a population of over 30.5 million, over two million people are of Indian origin and hence there is a huge demand for Bollywood and Indian language content. This initiative of ErosNow will surely have a positive impact in the country.

In an interview with Economic Times, Rishika Lulla Singh, CEO at Eros Digital said: "In Malaysia we've seen the demand for not only Bollywood content but also Indian regional language content grow and ErosNow's alliance with telecom players like Maxis and U Mobile will provide us with a platform to reach their wide subscriber base in Malaysia and offer them a one stop shop where they can watch a compelling array of Indian language, Bollywood and regional content."