OTT space in India has seen exponential growth in the past year and Bennett, Coleman & Co. Ltd.’s MX Player is now also contributing in its own original and unique way.
The Karan Bedi led ‘everytainment’ platform is all set to enter the space with five MX Originals Series to add premium original video streaming services to its platform that already offers offline video streaming and music streaming on the app.
This is where the word ‘everytainment’ comes from; offering entertaining content in all forms, for every mood, season, occasion etc.
With this aim, MX Player had forayed into music streaming by partnering with Gaana.com. To grow its online video streaming space, the company running on advertisement model has collected a repository of 1 lakh hours of licensed content from other platforms like ALTBalaji, Arre, TVF, and SonyLIV.
By the end of this upcoming year, the company plans to launch around 25 original series of its own that would cater to both urban and rural audiences from all major regions.
The OTT content will originally be available in seven Indian languages – Hindi, Telugu, Tamil, Punjabi, Bengali, Marathi and Bhojpuri. It will also add Kannada and Malayalam content in foreseeable future.
This also makes clear that the platform, while catering to every mood and every form is talking largely about only the Indian audience that is in touch with its native and local languages.
Numerically, the platform boasts of 175 million monthly, 70 million daily active users and around 650 million downloads worldwide. Globally, as per a tweet by Miten Sampat, the MAUs and DAUs stand at 275 million and 100 million respectively.
— Miten Sampat (@miten) February 19, 2019
Looking at the nature of content that these five originals launching on Wednesday will offer also goes on to demonstrate the attempt at variety by MX Player.
‘Aafat’, one of the originals, is around women trying to break stereotypes while trying to find an arranged groom for themselves. ‘ImMature’ is a coming-of-age story around three boys created by TVF. ‘Hey Prabhu’ is the story of an online twitter god with offline problems. In Tamil and Telugu, it offers ‘Lots of Love’ is about a life-changing trip taken by four friends.
‘Famously Filmfare’ is the show that promotes utmost cultural and regional diversity with onboarding regional rockstars like Chinmayee, Priyamani, Suvreen Chawla, Balakrishnan, Abir Chatterjee, and Amruta Khanvilkar hosting different regions on the series.
This article is sourced from ET.