GECs
Swift TV Announces Strategic Content Partnership with Kutingg, a Subsidiary of Balaji Telefilms Limited
Swift TV has announced a strategic content and distribution partnership with Kutingg, the digital entertainment subsidiary of Balaji Telefilms Limited, as part of its strategy to strengthen its premium content offering across Connected TV (CTV) and Free Ad-Supported Streaming TV (FAST) platforms.
As part of the partnership, Swift TV will onboard and distribute a curated portfolio of Kutingg’s premium, original, and exclusive digital-first programming across its expanding CTV and FAST ecosystem. The move is aimed at enhancing Swift TV’s content library while increasing access to high-quality entertainment for audiences consuming content on smart TVs and connected screens.
The collaboration brings together Balaji Telefilms’ long-standing content creation expertise with Swift TV’s growing connected TV distribution footprint, which spans smart TV OEM partnerships, CTV operating systems, and FAST channel integrations. The partnership is expected to significantly improve content discoverability and audience reach, while creating new monetisation opportunities across the connected TV value chain.
Kutingg, as Balaji Telefilms’ digital entertainment arm, has been focused on developing contemporary, digital-first programming aligned with evolving viewer preferences. Through Swift TV’s CTV and FAST distribution network, Kutingg’s content will now extend beyond mobile-first consumption and reach living-room audiences at scale, supporting the studio’s broader digital expansion strategy.
For Swift TV, the alliance aligns with its focus on building a differentiated, premium FAST and CTV content proposition in India. By adding Kutingg’s original and exclusive titles, Swift TV aims to drive higher engagement, longer viewing sessions, and increased time spent on connected screens.
From an industry perspective, the partnership reflects the accelerating shift of video consumption toward connected TVs and the growing role of FAST platforms in delivering free, premium content to large audiences. With smart TV penetration continuing to rise in India, such partnerships are becoming central to how studios and platforms expand reach and monetisation beyond traditional linear and subscription-based OTT models.
The collaboration also strengthens Swift TV’s offering for advertisers, enabling brands to access premium, brand-safe environments and large-screen audiences through FAST and CTV inventory. The integration of Kutingg’s content is expected to further enhance the platform’s appeal to advertisers seeking scalable, high-impact connected TV reach.
Overall, the partnership underscores Swift TV’s long-term strategy to build a robust connected TV ecosystem while supporting Kutingg and Balaji Telefilms in expanding their digital footprint across the fast-growing CTV and FAST segment in India.
GECs
Samsung TV Plus launches Kings of Comedy channel
New free FAST channel brings iconic Hindi comedy shows to millions of Samsung Smart TV owners.
MUMBAI: Samsung TV Plus has just turned up the laughter volume and it’s completely free. The leading free ad-supported streaming television (FAST) service in India has launched Kings of Comedy, a premium comedy channel featuring some of the country’s most beloved primetime shows. Available exclusively on Samsung TV Plus, the channel delivers back-to-back hits including Comedy Nights with Kapil, Khatra Khatra Khatra, and Comedy Nights Bachao, with no login or subscription required.
The launch marks a milestone for free streaming in India, offering audiences a dedicated comedy destination directly from their Samsung TV home screen. It arrives as Samsung TV Plus India celebrates its 5th anniversary, during which the service has grown its monthly active users by 42 per cent and more than doubled its total viewing hours. The platform now offers over 180 free channels across 14 languages.
Samsung TV Plus India general manager and head of business development Kunal Mehta said, “Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Our focus remains the same take the content people know and make it effortless to access.”
Globally, Samsung TV Plus has surpassed 100 million monthly active users across more than 4,500 channels, solidifying its position as one of the world’s leading free streaming services.
Kings of Comedy is now available on all compatible Samsung Smart TVs. For viewers seeking non-stop laughter without any cost, this new channel delivers a royal treat proving that sometimes the best entertainment really does come with no strings (or subscriptions) attached.
