GURUGRAM: Samsung TV Plus has nabbed four channels from Eenadu Television, one of India’s oldest broadcasters, as the free streaming service pushes deeper into regional markets. The deal brings ETV News, ETV Josh, ETV Music and ETV Comedy to Samsung’s platform, which now boasts over 150 channels.
The partnership marks a shrewd play for the south Indian market, where Telugu content commands fierce loyalty. ETV network has been churning out news, music and entertainment for two decades, building a devoted following across diverse demographics.
“We aim to unlock the potential of the South Market and enhance access to the latest content from the world of Telugu entertainment,” said Samsung TV Plus southeast Asia general manager business development Kunal Mehta.
Eenadu TV chief executive K Bapineedu called the tie-up “a significant step in our digital journey” as connected TV adoption accelerates across India. The executive emphasised ETV’s “content-first strategy” of constantly testing and refining offerings to match shifting viewer tastes.
The move reinforces Samsung TV Plus’s strategy of democratising premium content through its ad-supported model. By combining ETV’s regional storytelling prowess with Samsung’s technological reach, the partnership could set the template for how traditional broadcasters navigate India’s rapidly evolving streaming landscape.
For Samsung, the deal strengthens its hand against rivals like JioTV and Airtel Xstream as the battle for India’s streaming eyeballs intensifies.