The world’s second largest media company, Medi-Inc, is partnering with the Indian government to help streamline its operations and strengthen its editorial and publishing operations in the country.
The $1.5 billion deal would give Medi access to the government’s digital infrastructure, and provide a way for the company to tap into government data and improve its content.
India is home to about half of the world’s population and a growing media market, but it remains a laggard in terms of innovation in media.
India’s digital ecosystem is still relatively weak compared to the U.S., where Amazon has overtaken Google as the world leader in digital media.
However, there’s plenty of room for Medi to improve its service.
“With the help of the government, we believe Medi’s editorial content can become more relevant and engaging for the country,” said Medi CEO Vijay Mallya in a statement.
“This is a great opportunity for our industry, and we are committed to working with the government to further enhance our editorial capabilities and services.”
Medi is one of several companies that have joined the government in its push to bring digital services to India.
Last month, Twitter announced a partnership with the ministry of information and broadcasting to make the social media platform available in India, and Google has pledged $1 million to help the government build a national digital platform.
Twitter has already launched a mobile app for the Indian market, and Twitter India plans to launch a video service in the next few months.
In a new interview with Recode, Mallyan reiterated that Medi will continue to invest in its Indian operations, including the launch of its first TV-based app and a television platform.
Medi has been able to tap directly into the government for funding, he said.
“We are going to work with the Ministry of Information and Broadcasting, and will be using their platform for our TV app,” Mallyam said.
Medi said it is partnering up with India’s National Digital Media Agency to streamline the process of acquiring content.
The agency, which is headed by Chief Information Commissioner Arun Sundar, will be tasked with securing government-owned content and ensuring its quality, and the company said it will be working with local media companies to build out a nationwide distribution network.
“We will also be leveraging our existing infrastructure to improve the quality of our content across the country, as well as to enhance the user experience across our platforms,” Millyan said.
Medis plans to build a platform for content from local content sources and content aggregators, which will be available on Medi Media’s platforms.
The company said that Medioin will use a mix of partnerships to improve India’s content ecosystem.
“Through our collaboration with the National Digital Management Agency, we will be leveraging existing government assets, such as media and broadcasting stations, to build an ecosystem that will help to stream-rate and streamline our content production process,” Milyan said in the interview.