In a country with diverse audience preferences, a leading youth and general Hindi entertainment platform, The Q India and India’s blockchain-based online video streaming app Mzaalo announced a strategic partnership to bring an array of content targeting young Indian audiences who can earn rewards based upon viewership that can be spent on merchandise, digital goods, games and charitable giving.

Mzaalo has over 25 content partners offering 12,000 movies, which includes the best of Bollywood films and regional cinema, original shows, music videos and more. Where The Q will deliver a fresh and unique content offering to the platform with its focus on programs coming from leading digital content creators and social media stars.

Throughout 2021, the Hindi language channel The Q has rapidly risen to become the fastest-growing youth-oriented channel in India which is now available in over 122 million TV households to over 676 million users via OTT, mobile and app-based platforms in India, the company said in a statement.

Commenting on the partnership, Curt Marvis, CEO of QYOU Media said, “Mzaalo, in tandem with their underlying technology from Xfinite, have created a best in a class next-gen platform that could not be more perfectly matched to the content and target audience for The Q.”

“We know that our digital and social media content creators design programming for young India that often relies on finding distribution platforms that leverage the technology that will drive content consumption in the future.  Mzaalo and Xfinite provide exactly that kind of platform and we are thrilled to become a partner to develop and distribute innovative influencer and brand experiences on the blockchain for their communities and ecosystem,” Marvis added.

Vikram Tanna, COO of Mzaalo said, “We are committed to providing Mzaalo users with the most exciting and engaging content. Our content gamification engine coupled with 600+ rewards partners and celebrity experiences enable us to deliver real value for our users.”

“The Q is establishing a new type of brand with interactive and fun content that engages the new generation of social viewers. This collaboration brings together the best of content, interactivity, and gamification, and is perfectly suited for both.”