MUMBAI: Popular video app MX Player, available for Android and iOS handsets, has reinvented itself as a content provider on the lines of such services as Amazon Prime and Netflix. On Tuesday, it announced the launch of five original TV shows for India — labelled as “MX Original” series — on its on-demand video platform.

Already, MX Player boasts of over 1,00,000 hours of licensed content from “MX Creators” and partners such as Alt Balaji, TVF, Arre and SonyLIV. These shows will be available to viewers for free on its ad-supported platform, and can be watched via a web browser and its smartphone apps.

“As more people move towards consuming content online, we want to create digital-first stories that appeal not only to urban audiences but also much beyond,” MX Player CEO Karan Bedi said.

“Everytainment is the core of our product… We are exploring various new genres spanning satire, drama, comedy, chat shows, historical sagas, biopics, big-ticket reality shows and more across multiple languages,” he said.

Besides the MX Original series, the OTT service also streams movies, sports content, news shows and music videos that are powered by audio-streaming service Gaana. Apart from Hindi and English, the service offers video content in nine regional languages including Bengali, Gujarati, Malayalam, Marathi, Punjabi, Tamil and Telugu.

In 2018, Times Internet — the digital venture of The Times of India Group — acquired a majority stake in the South Korean video playback app in a bid to enter the OTT video streaming space in India. Tuesday’s announcement is the latest thrust in that direction.

“India is on the brink of an on-demand entertainment revolution as quality online content is emerging as the most important value proposition to attract new customers,” Times Group MD Vineet Jain said.

“MX Player has been empowering talented Indian artists, content producers and independent film studios to produce unparalleled premium content that strikes a chord with discerning viewers. The launch of the platform with five premium MX Originals series, and over 20 planned for the year, along with the addition of free music streaming is a reaffirmation of its commitment to offer the most comprehensive mobile entertainment experience in India,” he added.

MX Player, which boasts of 650 million downloads worldwide, is designed to run on low- as well as high-end devices. Also, in keeping with variable data speeds across India, it employs algorithms — based on the H.265 compression standard — to optimise streaming, with less-than-one-second latency, to viewers for buffer-free entertainment.


Source:- timesofindia