Samsung TV Plus India has expanded its free ad-supported streaming television (FAST) service to 200 channels, marking a significant milestone in its content growth strategy. The latest expansion comes through a partnership with NH Studioz, introducing Aashirwad TV and Thalaivar Hits to the platform's subscription-free content lineup.
Regional programming drives platform growth
Available exclusively on Samsung Smart TVs, Samsung TV Plus now spans entertainment, movies, news, sports and regional programming, reflecting the growing demand for free, curated streaming experiences.
Commenting on the milestone, Kunal Mehta, General Manager and Head of Business Development, Samsung TV Plus India, said the platform has grown from over 50 channels to 200 channels in India, underlining Samsung's focus on expanding viewer choice across genres. He added that the inclusion of Aashirwad TV and Thalaivar Hits strengthens the platform with culturally relevant stories and iconic cinema that appeal across generations.
Partnership adds mythology and Tamil cinema to FAST platform
Aashirwad TV will cater to audiences seeking Hindi devotional and family entertainment, featuring mythological titles such as Ramayana, Shree Ganesha and Om Namah Shivaay. Meanwhile, Thalaivar Hits will target Tamil cinema enthusiasts with films starring screen legends Rajinikanth and Kamal Haasan, including Kai Kodukkum and Thambikku Entha Ooru. As competition intensifies in the FAST ecosystem, scale alone will not define success. Platforms that combine regional relevance, premium content partnerships and advertising opportunities are likely to emerge as stronger alternatives to subscription-based streaming services.
The Last Word
The next phase of India's streaming battle will increasingly be won through free, hyper-local content ecosystems rather than subscription-led expansion.