ErosNow, the over-the-top (OTT) bollywood entertainment network of Eros International Plc, has entered into a platform and content deal with Idea Cellular. Under the agreement, the company will provide content to Idea Cellular's 4G users.

This deal offers Idea Cellular’s 4G subscribers access to ErosNow’s bundled services, including movies, music, TV content, ErosNow originals and a lot more.

“With the growing penetration of data services across India, content consumption is surging across consumers. ErosNow’s association with a leading telecom player like Idea provides us the ideal platform to reach a larger subscriber base and offer a very compelling array of bollywood and regional content. This strategic association with Idea is the beginning of a long-term relationship we intend to build in the future,” said Rishika Lulla Singh, CEO at Eros Digital.

Idea has recently announced the launch of 4G services across five southern states of India, and plans to expand to 750 towns in 10 service areas, by June 2016.

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