Josh, India’s fastest-growing and most engaged short-video app, has announced a one-year strategic partnership with Deutsche Welle, Germany’s leading international broadcaster, to provide high-quality content to Josh users in engaging short-video format. Through this collaboration, DW hopes to expand its reach across Bharat with news and informational content by leveraging Josh’s Bharat-centric platform.
The collaboration further elevates the objectives of both brands as they aim to cater to the demand for high-quality infotainment content in a format that is snackable and engaging while also meeting the local language needs of the users. The international content from DW will be available to users in English and Hindi.
Speaking on the partnership, Sunder Venketraman, Head of Creator and Content Ecosystem said, “We are looking forward to our partnership with DW TV, as we strive to leverage Josh’s reach and deep engagement with Bharat to bring to the users of Bharat news and infotainment from a global perspective. Through this partnership, we aim at empowering our users with knowledge and global awareness using engaging formats and narratives while also ensuring to meet the local language content needs of our audience.”
Commenting on the collaboration, Daniel Schulz, Distribution Manager for DW in Asia, and Jaya Oberoi, DW Distribution Representative for India, Sri Lanka, Afghanistan and Bangladesh said: “At Deutsche Welle, we aim to produce versatile content which is not only entertaining and educative but a conversation starter. Our partnership with Josh presents us with a unique opportunity to connect to a much younger and vibrant audience in India. The timing couldn’t be better as we are planning to expand our bouquet on regional languages with DW’s flagship programs in the coming months. We are excited to be joining hands with Josh, in our journey to distribute DW videos to the heart of India.