By Jonathan Easton

Singaporean media company allrites has agreed a multi-year global partnership with TCL FFalcon.

The deal will see allrites supply AVOD and FAST channels to TCL’s growing advertising connected TV business. TCL now offers over 80,000 hours of content in over 30 languages.

TCL will utilise allrites’ content-as-a-service platform ritestream, which allows streaming platforms access to thousands of hours of content, with the flexibility to change the content mix as needed.

Global Partnership Manager at TCL FFalcon, Matt Ding said: “We are looking forward to a productive partnership with allrites, improving the experiences of our users all over the world with ritestream’s vast content bank. It is this kind of collaboration which brings the world of connected television not only into the present, but the future. Our users will now benefit from over 80,000 new hours of content, as our connected television offering continues to expand.”

CEO and co-founder at allrites, Riaz Mehta said: “What ritestream really represents is a true overhaul of the way we approach content distribution,” he says. “It is time that the entertainment industry saw the democratisation of the content that keeps it running, and leaders in the television industry, like TCL FFalcon, understand that.

“We very much look forward to taking on the entertainment business head on, working with TCL FFalcon to enable a more elevated connected experience than ever before. A revolution in television is coming, and forward-thinking businesses will join in.”