Zee Entertainment Enterprises Ltd. merged its live and streaming services into a single ZEE5 app that offers on-demand and live TV in multiple Indian languages as it looks to fend off rivals like Hotstar, Jio TV, VOOT, Netflix and Amazon Prime.

The company, part of Subhash Chandra’s media-to-mining Essel Group and one of the largest TV media groups in India, offers 1,00,000 hours of content, including exclusive originals, Indian and international movies and TV shows, music, and health and lifestyle videos and over 90 Live TV channels, it said in a statement. All original, premium international and Indian and old re-edited content will be behind a paywall, but the app offers free shows to choose from as well.

India’s digital entertainment media is expected topple its film industry, the world’s biggest, in two years as growing smartphone penetrations and cheaper and faster data plans allow Indians to stream content, EY said in a report. Subscription revenue of over-the-top apps is expected to jump fivefold to Rs 2,000 crore by 2020. About 30 such platforms are vying for audiences’ attention. – Bloomberg Quint