Bharti Airtel denied reports it was looking to bid for a stake in troubled Zee Entertainment, after sources told Bloomberg that it and rival Reliance Jio were seperately looking at the troubled Indian media company.

Although sources told the publication Airtel has begun due diligence of Zee and is looking to make a formal proposal soon, a representative of the company rejected the news.

Meanwhile Zee’s representative said the company is in “steady dialogue” with potential partners, and Jio did not comment.

If a deal was to be made, it would be in keeping with the international trend of operators investing in video content and cable TV assets to boost earnings, while competing with OTT content providers such as Netflix and Amazon.

“The objectives

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