aha 3.0 unveils faster, new digital experience, strengthening regional entertainment play

aha, the homegrown OTT platform known for its Telugu and Tamil entertainment, is entering its next phase of evolution with aha 3.0, now live on the App Store, Google Play & others. This marks a significant step in aha’s efforts to strengthen its technology and digital offering while expanding its connection with audiences across regional markets. Existing users can get the new experience by updating the app.

At the heart of aha 3.0 is a redesigned user interface and user experience (UI/UX), giving the app a fresh new look and a whole new way to explore aha. The new home screen is designed to help viewers find their favourite movies and shows in seconds, through a revamped hero carousel, stories and a dynamic capsule. 

Language is built in from the very first tap. aha 3.0 brings deeper language integration, with the audio language shown upfront across every playback touchpoint, including auto previews, thumbnail previews and video playback, so viewers know exactly what they are about to watch, in the language they want to watch it.

aha 3.0 introduces Stories, a new in-app feature that offers the platform’s picks in quick, short-form previews. This gives viewers more time to discover and revisit content, while creating an additional touchpoint for showcasing the content. Viewers can also customize their profile, making the experience feel more their own.

One of the key titles on aha 3.0 is Naa Wife Missing, an aha Original thriller starring Swetha Basu Prasad and Varun Sandesh, who reunite on screen after 18 years. The film is now streaming on aha 3.0.

Commenting on the product enhancements, Dilip Chandra, SVP – Product & Analytics, aha, said, “With aha 3.0, our focus was on creating a refreshed experience that makes discovering content more engaging. The redesigned UI/UX gives the app a new look, while our Stories feature introduces another way for audiences to discover content, with availability beyond the conventional 24-hour window. Each of these features addresses a different aspect of the discovery journey, giving viewers more ways to explore the aha catalogue and find better visibility within the platform.”

Speaking about the platform’s broader growth strategy, Ram Siva Linga, COO, aha, said, “aha 3.0 marks an important step in our journey to build a stronger regional entertainment platform. Our focus goes beyond bringing great stories to audiences; it is also about expanding our reach and making regional entertainment more accessible to viewers across markets. With a strong slate of originals, we see aha 3.0 as an opportunity to strengthen our relationship with audiences and create a more compelling destination for regional storytelling.”

Through aha 3.0, the platform aims to strengthen the connection between its content and audiences, creating more ways for viewers to discover stories and engage with regional entertainment.