Zee Entertainment Enterprises Limited (ZEEL) has consolidated its linear television and over-the-top (OTT) content distribution under a new company, Advance Media Distribution Limited (AMDL). The new entity will also aggregate OTT apps, The Economic Times reported.

Officials said AMDL will handle the distribution of ZEEL and Zee Media channels, as well as the OTT platform ZEE5. It will also take over the distribution of Watcho, an OTT platform owned by DTH operator Dish TV, which is currently distributed by ZEEL. AMDL may additionally distribute third-party TV channels and OTT services on a commission basis, with business plans still being finalised.

The move is aimed at unlocking subscription revenue across TV and digital as audiences increasingly consume content on both platforms. It will also help smaller TV channels and OTT platforms manage distribution, which requires significant resources and expertise.

Indian broadcasters have previously set up separate distribution companies to boost subscription revenue. Zee Entertainment had earlier moved its TV distribution to Taj TV before bringing it back in-house. Viacom18, now merged with Star India, operated through IndiaCast.

Sony Pictures Networks manages its distribution through its subsidiary, Sony Pictures Networks Distribution.