Reliance Industries Ltd. subsidiary Reliance Jio said May 17 that it signed a partnership with digital media company Screenz to provide interactive entertainment for the Indian market.

Jio Screenz, which is aimed at making television viewing more participative, will be India's largest integrated platform of its kind.

The venture will offer a content management system and targeted advertising based on user profiles.

Jio Screenz follows the introduction of artificial intelligence brand engagement platform JioInteract.