Content aggregation platform Tata Play Binge has announced the integration of two new Over-The-Top (OTT) services, Ultra Play and Ultra Jhakaas, into its portfolio. The partnership with Ultra Media Pvt. Ltd. aims to strengthen the platform’s regional content library, specifically catering to Hindi and Marathi-speaking audiences.
With these latest additions, Tata Play Binge now aggregates content from 36 distinct OTT apps under a single interface.
Focus on Hindi Retro Content: Ultra Play
Ultra Play is a Hindi-language platform focused largely on classic and retro cinema. According to the announcement, the platform offers a library of over 1,800 titles, translating to approximately 5,000 hours of content.
The catalogue covers a wide timeline of Indian cinema, featuring films from 1943 to the present day. In addition to standard Bollywood titles, the platform includes web series, as well as South Indian and Hollywood movies dubbed in Hindi.
The library features several commercially successful films, including Krrish, Gadar Ek Prem Katha, 3 Idiots, and Andaz Apna Apna. It also hosts classic filmography featuring actors such as Guru Dutt, Raj Kapoor, and Rajesh Khanna.
Focus on Marathi Entertainment: Ultra Jhakaas
The second addition, Ultra Jhakaas, is a dedicated Marathi streaming service. It brings over 4,000 hours of content to the aggregation platform, spanning more than 1,500 titles.
The service provides a mix of formats, including feature films, Nataks (plays), original web series, music, and television shows. It also includes Marathi-dubbed versions of South Indian and Hollywood films. The platform has stated a schedule of releasing new content on a weekly basis.
Notable titles available on the platform include Better Half Chi Love Story, Jilebi, Ek Daav Bhootacha, and the award-winning web series IPC.
The integration of Ultra Play and Ultra Jhakaas allows Tata Play Binge subscribers to access content from both apps through a unified user interface, removing the need to switch between multiple applications.
Regarding the partnership, Pallavi Puri, Chief Commercial and Content Officer, Tata Play, said:
In 2025, Tata Play Binge continued to grow its content portfolio, bringing India’s diverse entertainment landscape together on a single platform. The addition of Ultra Play and Ultra Jhakaas further strengthens our Hindi and Marathi offerings, ensuring that our viewers have access to an even wider range of culturally rich movies, shows, and web series. At Tata Play Binge, we remain committed to curating content that celebrates India’s linguistic and creative diversity while delivering seamless entertainment experiences for every viewer.
Sushilkumar Agrawal, Managing Director, Ultra Media & Entertainment Pvt Ltd, said:
In 2025, the integration of Ultra Play and Ultra Jhakaas with Tata Play Binge marks a significant milestone in making premium Hindi and Marathi entertainment accessible to a pan-India audience on a single, user-friendly platform. This collaboration amplifies the reach of our curated library of timeless classics, blockbuster films, and original web series, enriching the cultural tapestry of Indian storytelling. At Ultra, we are excited to partner with Tata Play Binge to deliver high-quality, regionally resonant content that entertains, engages, and celebrates the vibrant diversity of our viewers across the nation.