NXTDIGITAL, the digital media subsidiary of technology-led customer experience business Hinduja Global Solutions Ltd. (HGS), has launched NXTPLAY, their TV and Mobile application, as part of its OTT service strategy.

This will be an expansion of the digital distribution giant’s popular ‘ONEDigital’ combo offering, in which it offers linear television, wireline broadband, and other services at reasonable prices.

NXTPLAY provides over 3,00,000 hours of local and global OTT content in customers’ preferred genres and languages.

Customers may download the app from the Google Play Store, which is available for television and mobile phones, and it attempts to bridge content shortages that are only accessible through OTT channels.

NXTPLAY allows users to discover what content to watch, where to locate it, and how to rate it, the company said in a statement.

Consumers can search for information by topic, genre, source, and language preference. Customers can also add films to their watch lists and rate episodes.

Commenting on the launch, NK Rouse, COO at NXTDIGITAL, said, “For us, this is a continuation of one of our business principles centered around “Partnership for Growth”. We have always strived to provide our Digital Service Partners with innovative solutions for their customers. After digital TV via cable and HITS, broadband, and other services like public WIFI and CCTV, adding OTT to our services portfolio was a natural progression – considering the surge in popularity of on-demand platforms in India. We’re sure our partners will be excited to engage with a wider universe of customers and build a new revenue stream through this.”

Mukund Sharma, Advisor to NXTDIGITAL, said, “NXTPLAY is designed as a one-stop content discovery and data platform. The smart recommendation engines for varied content, ease of payment, and affordable prices are the three pillars of the service, ensuring customer delight and long-term customer engagement and retention. Our partners OTTPlay, SABOT, and PLAYFLIX bring 25+ immensely popular OTT platforms with diversified linear and non-linear streams of multi-genre, niche, and special interest content.”