iWorld

×

Regional content start-up Matrubharti enters video streaming space

Diversifies from self-publishing of eBooks to curating stories in videos

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/07/18/matru.jpg?itok=o5VEQvF7

Matrubharti, a vernacular content start-up which has been providing a curated platform for content creators to publish ebooks and snackable social media content in regional languages such as Hindi, Gujarati and Marathi besides English, has today announced that it has diversified its content offerings by entering the video streaming space with the launch of Matrubharti Vishesh.

Matrubharti Vishesh is a premium, exclusive content section housed in the Matrubharti app and website for streaming of regional theatrical plays, short films, OpenMics (live poetry recitals and stand-up comedy) and literature festivals. Users can also gain first access to newly published books under this section.

Going Beyond Ebooks: Stories in Video Format

Matrubharti today has a community strength of over 7.5 lakh with active contributors in excess of 18,000. Since its inception in 2015, Matrubharti has helped authors publish 26,000 ebooks, which have been downloaded 7.5 Million times by 7 lakh readers. The platform also has over 2.5 lakh poems in text and image format across 4 languages.

Explaining his rationale behind Matrubharti’s entry into the video streaming space, Mahendra Sharma, Co-Founder and CEO, Matrubharti said, “Videos are the most popular format of creative expression and OTT apps are riding this wave. We at Matrubharti wanted to target and engage more of India’s youth so that they can showcase their creativity on our platform, and also help them to connect with content in their mother tongue.  It was therefore the need of the hour for us to plug videos into our platform and earn more screen time from them.”

Matrubharti began experimenting with stories in short form video format since the beginning of this year with shows such as Morning Maza, Raat Ke Jazbat and curated stories under its Kahani Metro initiative which have an App Jockey (AJ) narrating the stories with a run time of  about 3-5 minutes.

The content library today has over 500 such short form video stories.

Content Sourcing: The Offline Way

While a significant number of videos on the platform are User Generated Content (UGC), the Ahmedabad based start-up has partnered with elite authors, poets, theatre groups to source exclusive content for its Vishesh segment. As part of its content sourcing strategy, it has forayed offline to forge event partnerships

“It helps us reach offline audiences, strengthens our community and post the event, we get a huge set of videos for our platform from the performers”, Sharma said.

The content library has more than 10,000 videos of poetry recitals from 50+ events and over 100 videos of regional theatrical plays, making it the only other platform other than Hotstar in India to stream plays.

Engagement, Monetization and Future Plans

The launch of Matrubharti Vishesh comes on the back of Matrubharti’s participation in US-based Gray Matters Capital’s digital accelerator program – GMC Calibrator.

“From a monetization standpoint, videos open up avenues for Matrubharti to partner with brands and making its freemium revenue model a viable one”, said Omkar Kulakrni, GMC Calibrator Program Head, Gray Matters Capital. He added, “Since March 2019, the engagement rate on the Matrubharti app has gone up by 15-20% post behavioural science interventions and increased emphasis on data driven decision making.”

“Matrubharti aspires to reach a user base of 1.8 million by adding content in 3 more regional languages – Tamil, Telugu and Malayalam by 2020. In 5 years, Matrubharti is aiming for a pan-India presence with content in 21 Indian languages, and users in excess of 10 Crore. We will be partnering with regional film production companies for web series and are aiming to become the Netflix of Bharat with our video content.”, signs off Sharma.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/24/akirtel.jpg?itok=vsm7xIzJ
Airtel offers up to 1,000 GB free data on broadband plans

After Jio announced its upcoming broadband plans, other players have also announced changes in their own. Airtel broadband is now offering its basic plan with 200GB additional data. The entertainment plan offers 500GB of additional data and the premium plan offers 1,000 GB of additional data that...

iWorld Broadband
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/netflix.jpg?itok=IxVhHdRh
Special episode of man v/s wild, featuring pm Modi on Netflix

MUMBAI: Indian Prime Minister, Narendra Modi’s special interaction with celebrity survivalist anchor, Bear Grylls is now streaming exclusively on Netflix across the world. The special edition of Man vs Wild, the global reality TV sensation hosted by Grylls has already broken Super Bowl 53s record...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/ballers.jpg?itok=stp-9No-
Ballers starring Dwayne Johnson returns with Season 5 on Hotstar Premium

MUMBAI: After a successful four season run, Comedy series Ballers returns with its fifth season! Starring Dwayne Johnson (Spenser Strasmore) and Created by Stephen Levinson, Ballers explores the glamorous and often cutthroat world of pro football through a group of past and present players striving...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/flipkart.jpg?itok=RyAmgYZu
Flipkart's entry into video streaming space more of an e-commerce play

Ever since Flipkart announced its entry into India’s booming video streaming space, it’s been the talk of the town. The Walmart-owned e-commerce platform will open it up for Flipkart Plus loyalty program members in a fashion similar to Amazon Prime Video.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/power.jpg?itok=QWT2VZnd
Witness the ultimate betrayal in Power season 6

MUMBAI: Success is the best revenge and James 'Ghost' St Patrick is here to claim both. Up against his son, it’s time for the ultimate showdown in New York and everyone will be slurped into this vortex. But by the end of it all who will remain standing?  SonyLIV, India’s first premium video on...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/22/rangbaaz.jpg?itok=NGpoc7eY
ZEE5 announces season 2 of flagship franchise Rangbaaz

MUMBAI: After the phenomenal success of the first season of its marquee gangster drama, ZEE5, India’s fastest growing OTT platform, announces Rangbaaz Season 2 starring Jimmy Shergill and Gul Panag in lead roles. Written by Siddharth Mishra (who also wrote Season 1), directed by Sachin Pathak and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/netflix.jpg?itok=vhpNbWR9
Netflix sees 83% rise in price-related search after India-specific plan

MUMBAI: SEMrush, the online visibility management and content marketing SaaS Platform, recently conducted data analysis on three most trending media services in India – Netflix, Amazon Prime, and Tata Sky. The case study revealed amazingly interesting facts regarding the growth of traffic from...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/hotstar.jpg?itok=C6AWsALl
From novels to personal screen – these book adaptations on Hotstar Premium are a must watch

MUMBAI: While some people find joy in turning pages and letting imagination take over, others simply prefer enjoying the celluloid version of the same story. As the constants debate of ‘which is better’ continues, here’s a look at some TV shows based on books that you can enjoy right away on...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/mobile-analytics.jpg?itok=zUD0NdtO
Digital segment projected to reach Rs 386 billion by FY22: KPMG

The digital segment of the India media and entertainment industry is projected to reach Rs 386 billion by FY22 from Rs 173 billion in FY19. The burgeoning sector is set to overtake print media and be behind TV within the same period, according to India’s Digital Future, a report by KPMG. By FY24,...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories