NEW DELHI: Reliance Jio on Thursday signed a strategic partnership with Mzaalo, a gamified video and entertainment ecosystem, to deliver digital entertainment content on affordable JioPhone devices.
Jio and Mzaalo seek to bring digital entertainment to underserved audiences in rural markets. Mzaalo will offer its content catalog and rewards on JioPhone devices, which will be freely available to rural Indians, mostly novice internet users.
The partnership will enable more than 150 million JioPhone users to enjoy the Mzaalo app’s content library of over 12,000 titles, including Bollywood movies, regional cinema as well as original series, music videos music and earn rewards from more than 600 brand partners, according to an official statement.
“We are thrilled to partner with Jio to bring our premium content and rewards ecosystem to over 150 million JioPhone users in Hindi and 9 Indian languages. Collaborating with Jio enables us to expand our digital footprint and democratize digital entertainment for the Indian hinterland,” said Vikram Tanna, COO, Mzaalo.
Meanwhile, Tanna added that the company has also been selected for the “Jio Developers Build for Bharat Growth Pad” program. As a member, Mzaalo and his community will enjoy benefits such as the first market access program, year-round technical support from Jio, mentorship within Jio’s leadership ecosystem, credits, JioAds tools and services, training on Jio development tools, etc.
Mzaalo can be downloaded from the JioStore on JioPhone devices. Users can consume premium content and get rewarded.
This closely follows Jio Platforms (JPL), parent company Reliance Jio, agreeing to invest $200 million (~Rs 1,500 crore) for a roughly 17% stake in Google-backed consumer internet company Glance. , which allows users to consume personalized content even with a locked smartphone screen.
The deal will allow Glance to be integrated with the Pragati operating system, co-developed by Jio Platform and Google, to deliver live content to the lock screen of millions of JioPhone Next users.