Samsung TV Plus has expanded its regional content slate by adding four popular channels from the Eenadu Television (ETV) network, one of India’s oldest broadcasters. The new additions — ‘ETV News’, ‘ETV Josh’, ‘ETV Music’ and ‘ETV Comedy’ — will now stream free on the platform, which already offers over 150 channels to viewers across India.

According to a press release from Samsung TV, the move is part of its broader strategy to strengthen its presence in the South Indian market, where Telugu content has built a fiercely loyal audience over the years. By partnering with ETV, which has consistently produced news, music and entertainment content for more than two decades, the platform aims to cater to diverse demographics that thrive on regional storytelling.

“We aim to unlock the potential of the South Market and enhance access to the latest content from the world of Telugu entertainment,” said Kunal Mehta, general manager – business development, Southeast Asia, Samsung TV Plus.

ETV chief executive K Bapineedu hailed the partnership as “a significant step in our digital journey” at a time when connected TV adoption is rapidly growing across India. He reiterated the network’s “content-first strategy,” which focuses on experimenting and innovating with programming to meet evolving audience preferences.

The collaboration underscores Samsung TV Plus’s vision of democratising premium content through its ad-supported model, ensuring free access to a wide range of entertainment. By blending ETV’s regional strength with Samsung’s global tech reach, the partnership not only widens choice for Telugu-speaking audiences but also sets a roadmap for how traditional broadcasters can expand their footprint in India’s fast-changing streaming ecosystem.

With competitors such as JioTV and Airtel Xstream racing to capture regional markets, Samsung’s latest deal signals its determination to cement a stronger hold in the country’s digital entertainment space.