Vi is tapping into the growing demand for spiritual and local content by live-streaming the MahaKumbh Mela, a major spiritual event, in collaboration with Shemaroo. Running from 13th January to 26th February 2025 in Prayagraj, Uttar Pradesh, the Mela is expected to draw over 40 crore pilgrims. Vi users can access live coverage of significant moments like the Shahi Snans, Akhara processions, and Ganga Aarti on the Vi Movies & TV App and Vi App, with exclusive content including interviews, cultural performances, and stories of the event’s massive infrastructure.
This partnership underscores Vi’s focus on increasing OTT viewership, especially in Tier 2 and Tier 3 cities, where local and spiritual content is gaining traction. With 60% of new OTT viewership growth driven by these markets, Vi’s 4G network upgrade, adding 46,000 new sites and improving 58,000+ sites, ensures seamless streaming for users nationwide.
In Shillong, the demand for digital content, particularly spiritual and cultural programming, is on the rise. Vi’s enhanced 4G connectivity will cater to Shillong’s growing market of tech-savvy consumers, allowing them to access the MahaKumbh Mela live-stream effortlessly. This move is expected to bolster Vi’s position in the northeastern market, further expanding its user base in the region.
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