Tata Play has expanded the reach of its OTT aggregation service Tata Play Binge through a strategic partnership with VIDAA, enabling the app to be available across all VIDAA-powered smart TVs in India. The move allows viewers to directly access the platform’s vast library of digital entertainment on their televisions without the need for additional hardware.

According to a press release from t, the aggregator, Tata Play Binge app will now be accessible on smart TVs powered by the VIDAA operating system, including devices from leading brands such as Hisense and Toshiba. With this integration, users can stream a wide range of OTT content through a single interface directly from their TV screens.

Tata Play Binge is considered one of India’s largest OTT content aggregators, offering access to more than 30 national, international and regional streaming platforms through one subscription. The service brings together an extensive content library that includes over 20,000 movies, more than 8,000 web series, live sports, TV shows, documentaries and other on-demand programming.

The integration is designed to simplify the television viewing experience by eliminating the need for set-top boxes or additional devices. Viewers can seamlessly access content from multiple OTT platforms with a single login, along with features such as universal search and personalised recommendations.

India remains one of the most diverse television markets globally, with audiences consuming entertainment across multiple languages and genres.

Commenting on the development, Denis Oštir, Editor-in-Chief at VIDAA, said the launch is focused on simplifying the television experience for viewers. He noted that by making Tata Play Binge available across VIDAA-powered TVs from Hisense, Toshiba and other partner brands, audiences in India will be able to access the content they enjoy directly on their television screens without any additional setup.

Pallavi Puri, Chief Commercial and Content Officer at Tata Play, said the collaboration reflects the company’s focus on enhancing how audiences engage with entertainment. She added that bringing Tata Play Binge directly to the VIDAA platform provides viewers with a convenient way to explore stories, sports and cinema from multiple OTT services in one place.