Tata Play Binge adds two Ultra apps to boost Hindi and Marathi content

INDIA: Tata Play Binge has expanded its regional catalogue by adding two OTT services, Ultra Play and Ultra Jhakaas, pushing its total app count to 36 and tightening its grip on India’s crowded streaming market.

Ultra Play, from Ultra Media, brings more than 5,000 hours of Hindi entertainment across 1,800 titles, including vintage films dating back to 1943, mainstream blockbusters, web series and dubbed South Indian and Hollywood fare. Its library covers seven major commercial genres and targets India’s vast Hindi-speaking audience.

Ultra Jhakaas adds over 4,000 hours of Marathi programming, spanning films, plays, originals, kids’ content, dubbed titles, music and weekly releases. Its catalogue of more than 1,500 titles includes popular offerings such as Jilebi, Ek Daav Bhootacha, the award-winning web series IPC and other Marathi staples.

Tata Play chief commercial and content officer Pallavi Puri, said the addition reinforces Binge’s role as a hub for India’s linguistic diversity. The partnership, she said, ensures viewers have access to a broader slate of culturally rich entertainment.

Ultra Media and Entertainment managing director Sushilkumar Agrawal, called the tie-up a milestone in bringing premium Hindi and Marathi content to a wider audience. The collaboration, he said, broadens the reach of the company’s classics, blockbusters and original shows.

Tata Play Binge subscribers can access all partner platforms through a single login and interface. Netflix remains available as a combo with DTH packs, while Amazon Prime Video can be added by Binge subscribers with an active DTH connection.