"It's time to monetise content through an ecosystem of 'paid models', not free services": Vi CMO Avneesh Khosla

The CMO of Vi talks about the importance of video in general and the telecom giant's association with Hungama Digital in particular.

Vi (known as Vodafone Idea earlier) has announced the launch of its pay-per-view service model. The telecom giant has inked a deal with Hungama Digital Media Entertainment for the same.

This deal will enable Vi customers to get access to 380-plus movie titles, including Christopher Nolan's 'Tenet' in four languages – Hindi, English, Tamil and Telugu.

For Vi,the premium video-on-demand (PVOD) market in India a promising one, considering that the audiences continue to be price-conscious and choosy.

In an interview with afaqs!, Avneesh Khosla, CMO, Vi, says that in the post-COVID era, the PVOD model is rapidlychanging. The consumers are looking at alternative entertainment options.

Here is what Khosla had to say about the importance of video in general and Vi's association with Hungama in particular.

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