India, Feb. 20 -- ioHotstar has announced a partnership with OpenAI to introduce a ChatGPT-powered voice discovery feature to its streaming platform, marking a shift towards more conversational content navigation in India's digital entertainment market.

For more than a decade, streaming services have largely relied on browsing menus and keyword searches. The new integration aims to allow users to discover content through natural speech, reducing the need to scroll through categories or manually type queries. The feature, described as multilingual cognitive search, is designed to interpret intent, mood and context, offering recommendations based on spoken prompts rather than fixed keywords.

Under the arrangement, a ChatGPT-branded voice ...