Alibaba’s UC Web Partners With Colors To Be A Top Sponsor

UCWeb, a Chinese mobile internet company of e-commerce giant Alibaba, has entered into a strategic partnership with Hindi general entertainment channel Colors. As per the deal, UCWeb will spend about Rs 45-50 crore to be a top sponsor on Colors’ marquee shows, and in return, the broadcaster will allow the owner of mobile browser UC Browser to create multiple engagement platforms around its shows.

The partnership is built around shows like Jhalak Dikhhla Jaa, 24, Bigg Boss and Comedy Nights Live.

As part of the collaboration, UC Browser will get to show unseen footage, and exclusive plot spoilers, while 9Apps, UCWeb’s marketplace for mobile apps, will create mobile games around the shows.

“With content on-the-go becoming a lucrative option for today’s viewers, associating with a brand like UC Browser allows us to explore different promotional strategies,” said Raj Nayak, CEO at Colors.

He refused to divulge the amount that Colors will receive from UCWeb but said it’s a big size deal.

The deal will help UC Browser to consolidate its already dominant position in the Indian mobile browser space.

“India is our largest overseas market and we have over 50% market share in the country,” said Jack Huang, president – overseas business at Alibaba Mobile Business Group.

Robert Bu, general manager at UCWeb India, said the partnership with Colors will build long-term engagement for the content on the channel through multiple platforms such as blogs and behind the scene videos, ensuring stickiness.

“Digital content consumption is on the rise and the challenge for the content creators is to be able to customise, curate and present diverse content,” he said. UC Browser claims to have 80 million monthly active users (MAUs) on its platform in India and 430 million MAUs worldwide.