Yahoo! India launches online video platform

The digital media company has partnered with 35 leading content providers to provide original videos online through Yahoo! Video.

With the aim to tap into the swelling number of online users, Yahoo! India has launched Yahoo! Video, a site that will offer original videos in multiple genres such as news, entertainment, lifestyle and movies. The free online video platform promises a secure and trusted environment for publishers and content providers.

Yahoo! India has teamed up with 35 leading content producers, including NDTV, STAR TV, Shemaroo and Headlines Today, among others, for the initiative. The site claims to offer content acquired from original sources and provide access to an archive of thousands of videos.

Arun Tadanki, managing director, Yahoo! India, says, "What the Indian market lacked was a safe and piracy-free destination that delivers high quality and strictly original content. Yahoo! Video is a bold step and redefines the online video category through licensed, original, and diverse content, promising an unparalleled experience to Indian users."

Yahoo! Video also claims that it provides a unique opportunity for advertisers to connect with its target audiences through a range of innovative video and display advertising solutions.

Commenting on the tie-up with Yahoo! India, Suparna Singh, deputy chief executive officer and managing editor, NDTV Convergence, says, "NDTV doesn't believe in walled gardens in the rapidly-expanding digital space. Early diagnosis has shown that Yahoo! does not cannibalise our business. It provides an additional audience and a new video platform that we believe users will enjoy."