Mumbai: QYOU Media has announced that Hindi language channel The Q will become available on Mzaalo, a blockchain-based online video streaming app.

The Q will offer Mzaalo users an array of content targeting young Indian audiences who can earn rewards based upon viewership that can be spent on merchandise, digital goods, games, and charitable giving, said the statement.

“Mzaalo, in tandem with their underlying technology from Xfinite, has created a best-in-class next-gen platform that could not be more perfectly matched to the content and target audience for The Q,” said QYOU Media chief executive officer Curt Marvis. “We know that our digital and social media content creators design programming for young India that often relies on finding distribution platforms that leverage the technology that will drive content consumption in the future. Mzaalo and Xfinite provide exactly that kind of platform and we are thrilled to become a partner to develop and distribute innovative influencer and brand experiences on the blockchain for their communities and ecosystem.”

The Q channel is available in over 122 million TV households and to over 676 million users via OTT, mobile, and app-based platforms in India. Mzaalo has over 25 content partners offering 12,000 films, which includes Bollywood films and regional cinema, original shows, music videos and more.

“We are committed to providing Mzaalo users the most exciting and engaging content,” said Mzaalo chief operating officer Vikram Tanna. “Our content gamification engine coupled with 600+ rewards partners and celebrity experiences enable us to deliver real value for our users. The Q is establishing a new type of brand with interactive and fun content that engages the new generation of social viewers.   This collaboration brings together the best of content, interactivity, and gamification, and is perfectly suited for both.”