Sun TV is scoring some TRPs on the bourses today. The stock, which had closed yesterday at Rs.325.75, opened today at Rs.340, going up to Rs.341 levels and currently remains around the same, up almost 4.5%. Volumes are modest at some 2 lakh shares getting traded today.

The reason for this limelight is after the company announced that it has partnered for a multi-year deal with video-on-demand service firm HOOQ.

HOOQ has recently entered into the Indian market with over 30,000 hours of movies and TV series and will now carry Sun TV's library that includes a mix of super hit films from Tamil, Telugu, Malayalam & Kannada languages.

HOOQ is a start-up JV between Singtel, Sony Pictures and Warner Brothers. At present, HOOQ operates in the Philippines, Thailand and India with a poplulation footprint of over 1.4 billion people. As such, Sun TV has one of the largest libraries in the industry with some 11,000 titles, beamed across around 33 channels across South India.