Reliance-owned JioCinema is likely to start charging you for its content after the end of the Indian Premier League, even as the official digital streaming partner of the world’s richest cricket league continues to offer free streaming of IPL that is breaking several viewership records this year.

Viacom18’s JioCinema plans to bulk up on content with more than 100 films and TV series to its platform to take on global biggies such as Netflix and Walt Disney, but this will come at a cost for consumers. In an interview to Bloomberg, Reliance’s media and content business President Jyoti Deshpande said the expansion will coincide with JioCinema starting to charge for content, though the exact pricing strategy is still being finalised.

The content addition will be rolled out before the end of IPL on May 28. Viewers can still watch the IPL matches for free, she said.

Deshpande said the plan is to “keep tariffs simple for viewers”. Currently, the streaming space “is dominated by westernized content. Jio Studios wants to become a catalyst for cross pollination of talent. We want to get as Indian as it can,” she told Bloomberg.

India is a price-conscious market that had forced Netflix to cut prices to make inroads, while there are several regional OTTs that command a good subscriber base as they attract the local cinema-going fandom.

Both price and content are at the front of mind in JioCinema’s expansion, said Deshpande….

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