Tata Play has expanded its OTT aggregation platform, Tata Play Binge, with the addition of ETV Win, giving subscribers access to a vast library of Telugu-language content through a single platform. The move further strengthens Tata Play Binge’s regional entertainment portfolio as demand for vernacular streaming content continues to grow across India.

According to a Tata Play press release, the partnership enables subscribers to access ETV Win’s catalogue of Telugu originals, films, television shows and live TV channels without leaving the Tata Play Binge ecosystem. With the addition of ETV Win, Tata Play Binge now offers content from more than 30 national, international and regional OTT platforms.

Regional-language programming has emerged as one of the fastest-growing segments in India’s streaming market, with audiences increasingly preferring stories rooted in local languages and cultures. Telugu entertainment, in particular, has seen strong traction across digital platforms, driving demand for original series, films, television content and live programming.

Subscribers can now explore ETV Win’s extensive catalogue featuring more than 499 Telugu movies, 130 original films, including WIN Originals and Ushakiron Films productions, popular television serials, exclusive shows, children’s programming, special events and original web series.

The platform also offers access to seven live ETV channels, including ETV Telugu, ETV Plus, ETV Cinema, ETV Abhiruchi, ETV LIFE Spiritual, ETV Andhra Pradesh and ETV Telangana, allowing users to watch both on-demand and live content within a unified interface.

Among the popular titles available on ETV Win are ‘Constable Kanakam 2’, ‘Dhee’, ‘90’s’, ‘AIR’, ‘Anaganaga’, ‘KA’, ‘Little Hearts’, ‘Papam Pratham’, ‘Raju Weds Rambai’ and ‘Sri Chidambaram’.

Commenting on the partnership, Pallavi Puri, Chief Commercial and Content Officer at Tata Play, said regional storytelling is reshaping India’s entertainment landscape, with Telugu content emerging as one of the strongest drivers of audience engagement.

She noted that Tata Play shares a long-standing association with the ETV network and that the addition of ETV Win further strengthens that relationship while expanding entertainment choices for subscribers through a rich catalogue of Telugu content.

Bapineedu Choudary, Managing Director of ETV Win, said the platform has evolved alongside changing audience preferences and remains focused on making Telugu entertainment available across multiple screens. He added that extending the long-standing partnership with Tata Play through Tata Play Binge will enable viewers to discover a wider range of Telugu programming, from television shows and live channels to original films and web series, through a seamless streaming experience.

With ETV Win joining the platform, Tata Play Binge’s OTT portfolio now includes more than 30 streaming services spanning regional, national and international content. Subscribers can access these services through a single subscription and a unified interface across supported smart TVs, the Tata Play Binge+ Android set-top box, the Tata Play edition of the Amazon Fire TV Stick and the Tata Play Binge website. The platform also offers Netflix as part of select DTH combo packs, while Amazon Prime Video can be added as an optional subscription for eligible Tata Play Binge users with a DTH connection.