iWorld
Report on Shemaroo

MX Player's content play for OTT platform launch

The company will be investing more than industry averages on the product, tech as well as content

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/08/16/MX_Player_800.jpg?itok=LN-5CeqS

MUMBAI: In the last two years, India’s media and entertainment industry has witnessed the emergence of several over-the-top (OTT) players. With an ambition to gain a foothold in the burgeoning OTT space, Times Internet  recently acquired a majority stake in Seoul-based MX Player. While the company is yet to reveal the exact launch timelines, the last quarter of this year is likely to mark the entry of another big-ticket aspirant. With a team of 150 employees, the platform is prepping up for its grand launch with at least five to six premium shows.

Like many other OTT platforms, MX Player also intends to tap into the millennial audience, the age group of 18-35. Despite the mushrooming of digital platforms, young India is hungry for more content, making the play easier for new entrants.

MX Player content head Gautam Talwar thinks the need for content has not been satiated by the current television offerings.

“We are understanding their specific need states and making sure that the programming is aligned to satisfying those need states via our original programming and curated licensing strategy,” he said in an interaction with Indiantelevision.com.

Talwar claims that the local video platform has approximately 65 million daily active users and 175 million monthly active users who are spread across the country. They want to cater to those consumers specifically with 50000 hours to 100000 hours of premium curated licensed content along with the originals.

However, the content head says they want to mainly focus on originals. He is optimistic about showcasing 20-25 original shows for the year 2018 – 2019, slating five to six shows for the launch. The content will not be limited to fiction only.

For offering premium content, the streamer is working with noted faces from both the film and television industry.

“We have directors like Shashanka Ghosh( Veere Di Wedding), Shashant Shah (Chalo Dilli/ Dasvidaniya) Samar Sheikh (Girl in the city/ Bobby Jasoos), Siddharth.P.Malhotra (We are family/ Hichki), Gautham Menon (Ondraga Films) in the fiction space along with working with writers like Habib Faisal (Do Dooni Chaar/ Ishaqzaade) and Abbas Tyrewala (Maqbool and Jaane Tu Ya Jaane Na) to develop some key shows for us. We are also making sure that we leverage our internal group strength by having WWM (Filmfare/Femina) produce a show that has all the top regional celebrities on one of our key show. Similarly, we are working with the best of the non - fiction teams in the industry with new formats and thinking that we believe will appeal to this new generation of consumers,” he said.

To enrich its library, they are looking at leveraging both their house production team and talent from within the industry. Apart from riding on the back of the Times Studio, they are also working with producers and production houses from outside the industry.

Victor Tango, music director Shameer Tandon, Sunshine Productions are already working with the team and talks are on with a whole bunch of external producers who have put out good content across mediums. The platform will leave no stone unturned for providing customers with a seamless experience, with Talwar highlighting that MX player will be “investing more than industry averages on the product, tech as well as content”.

To stand out in the crowded Indian OTT landscape, content differentiation and deep pockets for effective marketing of the product is essential. While customer acquisition will not be a challenge for MX Player, but to build a loyal fan base the content will have to be extremely compelling.

“Our differentiation is at multiple levels. At a product level, we have acquired probably the best product in the market since it has been the top 10 apps on the play store for a very long period of time along with having a massive consumer base already. Along with that we believe our focus of Original premium content and curated licensed content would differentiate us and finally our business model which is AVOD would help with consumers who won't have any barriers to sampling and consuming our content at will,” Talwar commented.

Interestingly, the platform will focus on South Indian market with Tamil, Telugu content from the get go. They have a bunch of premium curated web series, which have been licensed as well as originals specific for the target audience. Moreover, the streamer has some big originals, due for a year end release, in its pipeline for the Indian market.

It is certain that the Times group will use all its might to promote the brand well, with OOH playing a key role in the media mix. With the launch of MX Player, not only will consumers have more content options, the industry too will be benefitted. On the other hand existing players, especially, international streaming giants Netflix and Amazon will see some potential competition.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/img_05032021_160115_800_x_800_pixel.jpg?itok=zgzpHsMn
SC grants interim protection to Amazon Prime Video’s Aparna Purohit

New Delhi: The Supreme Court on Friday granted interim protection from arrest to Amazon Prime Video's India originals head Aparna Purohit in the FIR registered by Uttar Pradesh police in connection with the web series, Tandav. The court was hearing Purohit’s appeal challenging the Allahabad high...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/tandav.jpg?itok=BwEvlLTv
SC favours OTT guidelines, says screening needed

KOLKATA: The Supreme Court on Thursday remarked that there should be pre-censorship of OTT content like films while hearing a plea by Amazon Prime Video India originals head Aparna Purohit. She had moved the apex court challenging Allahabad high court order denying anticipatory bail to her in...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/amazon.jpg?itok=fFJh_nhg
Amazon tweaks new app logo after comparison with Hitler’s moustache

MUMBAI: If you have ever ordered a package from Amazon, you would be familiar with their product packaging- an ubiquitous brown cardboard box with a black adhesive tape running along its sides. Taking this imagery even further, the e-commerce giant had unveiled its new app icon in January featuring...

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/aditya.jpg?itok=Ik4oc6uY
Epic On now streaming on Airtel Xstream platform

KOLKATA: Premium OTT platform Epic On has tied up with Airtel Xstream to offer its users the Epic On subscription at a special price. The partnership would allow Xstream users to access the comprehensive library of thousands of hours of titles ranging from movies, TV shows, and documentaries.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/shorts.jpg?itok=OorMy8P-
ShortsTV forays into OTT space with Airtel Xstream

KOLKATA: ShortsTV has partnered with Airtel to launch its first video-on-demand service on Airtel Xstream that can be enjoyed on both the mobile app as well as television screens. ShortsTV is now available at a nominal subscription of Rs 99 per month and Rs 499 for a year.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/img_04032021_125214_800_x_800_pixel.jpg?itok=9n3rCIF8
SonyLiv’s Scam gets season two, will tell The Telgi Story

MUMBAI: After delivering a monster hit with Scam 1992: The Harshad Mehta Story, SonyLiv and Applause Entertainment are looking to recreate the magic with the second season of the Scam franchise. Tentatively titled Scam 2003: The Curious Case of Abdul Karim Telgi, the show will be adapted from the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/v.jpg?itok=gc20qu-r
Bombay HC orders Amazon Prime Video to take down Telugu film ‘V’

NEW DELHI: The Bombay high court has directed OTT platform Amazon Prime Video to take down Telugu movie V following a defamation suit filed by a Mumbai-based actor. Sakshi Malik has sought the deletion of a scene in the film in which her portfolio picture was used without her permission. The court...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/netflix.jpg?itok=ZH48NWgU
Guest column: Implications of the new digital media code for online content platforms

The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021, framed under the Information Technology Act 2000, were notified on 25 February 2021.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/mix.jpg?itok=jpZAaCMU
Pay-per-view takes off in India, but has a long way to go

While the last year has seen the entry of new over-the-top (OTT) players, it has witnessed the burgeoning of new business models as well, pay-per-view being one of the most noticeable trends.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required