Online wallet firm Paytm is tying up with digital content providers and partners to provide in-app TV news, live match broadcast and news aggregation partners to cash in on user engagement.This marks the Noida-based company's entry into content play, after it recently formed a joint venture with Alibaba-backed Hong Kong Stock Exchange listed AGTech to set up a gaming company in India.While Paytm refused to comment on the development, a review of the site indicates integration with OTT channel SonyLiv , content channel FunkYou for its short videos and content on astrology , and Yupp TV for live news updates. It has also integrated with NewsAPI for news updates across publications, besides partnering free java game Powerplay Cricket.The content launched in the updates section on the Paytm app will help the app monetise its customer database and increase the number of visits in a day. Currently the app has 200 million wallet users. “Paytm has such a massive daily active user base and this content will appeal to them. Also, it is an opportunity for any content provider to get access,“ a company executive said on condition of anonymity .The company seems to be following Alibaba's customer-to-customer marketplace Taobao, which had launched exclusive web series in March to engage users on exclusive content on the app. It is laying emphasis on online-to-offline retail on the e-commerce vertical Paytm Mall.