Lebara has added new content to its Play entertainment service as the MVNO attempts to tackle what it identifies as a “one size fit all approach” to ethnic audiences.

Launched in June, Lebara Play offers TV and video-on-demand services to the company’s chiefly migrant customer base.

The latest update means subscribers can view free, fully-licensed Hindi, Bengali and Punjabi live TV and on-demand movies, following fresh deals with Asian television networks including Sony MAX, Star, Viacom18, Zee, PTC, B4U and Times Network.

The service already offers Tamil, Turkish, French West African and English West African television and movie content.

Additional updates mean subscribers can now pay to rent “premium” movies and watch additional VoD content.

In total, Lebara Play offers more than 150 television channels and 3,000 movies to subscribers, who can sign up to the service for £9.99 (approximately €14) per month.

The app, which Lebera said is now available in 39 European markets, allows users to view content on a smartphone, computer or tablet, or on a TV set via a set-top box.

Lebara Play CEO Aditya Thakur suggested rivals are offering a service that is too homogenous to customer tastes.

He said: “Existing providers take a ‘one size fits all’ approach for ethnic viewers, whereas we have an in-depth understanding of our audiences’ needs and provide niche but deep content, with no commitment or up-sell.”

Speaking to European Communications earlier this year, Thakur explained that Lebara Play intended to cater for the diverse needs of ethnic viewers, who were largely under-served in Europe’s entertainment market.

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