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Kolkata: Bengali over-the-top (OTT) entertainment platform, Hoichoi, has decided to launch recharge cards for subscribing to the app and also for renewal. This is a first such move as regards the OTT industry in India.

Making the announcement on Wednesday night, Mahendra Soni, a co-founder of Hoichoi, said that the recharge cards in various denominations will soon be available at local stores that sell mobile phone recharge cards.

The move is aimed at such subscribers who are not very tech savvy or do not have confidence in making online payments. “With almost 40 per cent of our audience coming from non-urban areas, we decided to emulate the successful telecom model making it convenient for people to subscribe to Hoichoi,” he said.

Eastern India’s leading movie production house, SVF, had launched Hoichoi last year exclusively to cater Bengali movies, original shows, serials, and songs.

According to another co-founder, Vishnu Mohta, in just a year, Hoichoi has seen 10-lakh downloads and around 800,000 subscribers use the app in a month. The average time spent is 60 minutes per user.

Upbeat by the success, Mohta announced that during the next one year 30 more original shows and 12 original films will be added to Hoichoi. Besides this, SVF will acquire 200 more Bengali movies and add the same to Hoichoi’s library.

He said that to cater to the Bengali diaspora, Hoichoi will now be made available in Bangladesh and the Middle East. The films and shows will be dubbed in Hindi, Tamil, Telugu, and Arabic.