Telecom company Vodafone Idea Ltd., rebranded as Vi, has announced the launch of its pay-per-view streaming service, available on Vi Movies and TV app, that will offer content as part of a deal with Hungama Digital Media Entertainment that runs the Hungama video and audio apps. Calling the PVoD (premium video-on-demand) model a natural extension of its entertainment offerings, Vi said users will be able to watch content at no extra cost as per their recharge or post-paid plans.

“With the opening of the economy and entertainment business, new content consumption models are emerging that allow users to watch single content for a specific price. Our innovative and partnership-led content strategy has helped us adopt a telco-first approach for content monetization in this hugely untapped market,” Avneesh Khosla, chief marketing officer, Vi said in a statement. The partnership between Vi and Hungama aims to bolster the growth of the digital ecosystem in India, and will allow Vi customers to access premium Hollywood movies, Siddhartha Roy, chief operating officer, Hungama Digital Media, said in a statement.
Titles on offer will include Christopher Nolan’s Tenet at Rs 120, besides psychological thriller Joker, superhero flick Birds of Prey, and others at Rs 60. Users will be able to rent a film and watch it within a window of 48 hours.