The JV will focus on bringing Zed’s content to India, Endlaw said. “We have some pathbreaking programmes that will help increase content consumption,” he said, adding that the JV can either use Tanla’s existing relationships with telecom operators or forge its own relationships.

One of the first products to be rolled out will be MyFree, a programme that gives away content for free to users for a certain period of time. “Our focus is to increase consumption of all kinds of content. We are not in a hurry to monetize it immediately,” Endlaw said.