Chandigarh-based Pitaara TV, the world’s first 24/7 Punjabi movies channel, has expanded its footprints in the United Kingdom with a launch on DistroTV, the world’s largest, independent free ad-supported streaming television platform.

With a significant presence across the diaspora markets of Canada and the UK, Pitaara TV has taken this approach to strengthen its existence in the international market by targeting a new-age distribution platform, DistroTV, which has more than 270 channels and features a multitude of multicultural bundles, including DistroTV Desi, DistroTV Español and DistroTV Africa for niche audiences.

Owing to the changes in entertainment consumption patterns across all demographics post-pandemic, Pitaara TV has taken this market decision to make its streaming services available through a partnership with DistroTV, which is available on the web, iOS, Android, Roku, Android, Amazon Fire TV, and Apple TV, the company said in a statement.

Talking about the launch, Pitaara TV MD Sandeep Bansal said, “We are delighted to bring our channel to its viewers in the UK through this partnership. With our gripping content and audiences’ acknowledgment of the channel, we intend to build value through our partners for all the stakeholders. It is the right time for us to pivot our strategy in the UK market as streaming services are outpacing pay TV in the country.”

Navdeep Saini, co-founder and CEO of DistroScale, the parent company of DistroTV, said,  “We are thrilled to welcome Pitaara TV to our growing multicultural content lineup. At DistroTV, we are on a mission to break down content barriers and provide thought-provoking, stimulating, engaging content to our viewers, wherever in the world they may be, for free.”

Rajesh Nair, vice president of business development and content acquisition at DistroTV, said, “Pitaara TV is a great addition to our growing bouquet of Punjabi channels. Our Punjabi audiences on DistroTV can now enjoy entertaining content connecting them back with their cultural roots.”