Tata Play Binge to accelerate digital content and OTT play with Comviva

Mumbai: Comviva, which offers mobility solutions, announced its partnership with Tata Play Binge on Monday to accelerate its digital journey with the BlueMarble platform.

Comviva’s BlueMarble platform shall power Tata Play Binge to maximise its growth by targeting a more extensive customer base beyond its existing DTH subscribers. BlueMarble provides an integrated suite of use cases like cataloguing, ordering, CRM, subscriptions, billing, and revenue management that enable an exceptional customer experience. Media service providers can onboard, launch, manage and stream new services quickly and seamlessly.

In the current OTT ecosystem, customers download multiple content apps and subscribe to different paid content models to view their choice of content. With this move, Tata Play Binge brings many OTT apps under one roof, giving customers a simplified content-first approach via a single subscription. Through a single subscription and a unified frontend, Tata Play Binge currently offers 20+ OTT apps like Disney+ Hotstar, Zee5, SonyLIV, Voot Select, MX Player, Lionsgate Play, hoichoi, Chaupal, Namma Flix, Planet Marathi, ReelDrama, Koode, ManoramaMax, Tarang Plus, Sun NXT, Hungama Play, Eros Now, ShemarooMe, Voot Kids, Curiosity Stream, Epic On and DocuBay.

Tata Play's Vishal Arya said, "We are a customer-obsessed organisation and continuously strive to set new benchmarks for experience. One of the distinguishing features of Tata Play Binge is that it provides a unified subscription model to the customers while managing various subscription models simultaneously. Comviva’s BlueMarble digital platform gives us significant business agility and flexibility in delivering various business models. Our go-to-market time has drastically reduced, thereby making Tata Play Binge more competitive and innovative in the market."

Comviva senior VP and head of integrated solutions Tanveer Mahmood said, "Today, digital technologies present an ideal opportunity for media players to innovate and prepare for the future. We are excited about this strategic partnership with Tata Play Binge as it forays into the pure-play OTT content aggregation space. Our BlueMarble platform will make content viewing an enriching and engaging experience for all users and help Tata Play Binge in its digital transformation journey."

Comviva’s BlueMarble is a cloud-native, containerised, microservices-based platform that is scalable and flexible to handle traffic and customer base surges on the Tata Play Binge app. Additionally, the solution allows Tata Play Binge to devise customer-friendly subscription plans that are in line with the ever-evolving content-consuming market.

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