Homegrown cab hailing application Ola has partnered with OTT platform YuppTV to add live TV options for the company's in-car entertainment service Ola Play.
End users will have access to various television channels, including live news. According to the company, the content available will be customised depending on customer preferences and ride information including time, destination and preferred language.
"With this partnership, Ola Play brings live TV inside a cab for the first time, by leveraging OTT services of YuppTV to bring an experience that is easily accessible through the user's mobile phone as well as the tab mounted in the backseat. We are bringing a range of TV channels to Ola Play, including live news channels that are accessible on-the-go and will certainly make travel time more productive," said Ankit Jain, the head of Ola Play.