Vuclip, the world’s largest independent video and media company has entered into a partnership with Airtel to power the video section of the Re. 1 Entertainment Store.

This mobile entertainment store is the first of its kind and brings a host of services including music, games, photos and videos.

The video section allows Airtel customers across India to enjoy thousands of premium content videos starting at just Re. 1 per video.

Vuclip is the mobile video media partner responsible for the technology, product, analytics, and content aggregation engine for the video section of the Airtel Entertainment Store.

Announced and launched August 16 of this year, the Airtel Entertainment Store has already garnered more than 10 million consumers accessing the site. 250,000 videos were available on the day of the store launch.  Longer duration videos including full length movie and all videos are customized based on regional preferences.

“We believe we have found the right partner with Vuclip because they understand video technology, mobile devices and network constraints but, just as important, they understand how to provide a great consumer experience,” said N. Rajaram, CEO-Data for Airtel India.

The video section of Airtel Re. 1Entertainment Store runs on Vuclip’s Dynamic Adaptive TranscodingTM technology that seamlessly streams video on a real-time basis without buffering on any device and on any network.

 “The Entertainment Store is a groundbreaking innovation bringing video content to a region that has high penetration of the widest variety of mobile devices but needed an initiative like this to dramatically increase data penetration,” said Nickhil Jakatdar, Founder and CEO of Vuclip.