India’s leading entertainment super app MX player has entered into a strategic partnership with Beginnen Media’s premium rural entertainment channel, Azaad.
As part of the multi-year exclusive arrangement, Azaad’s original shows and syndicated content will be available on MX Player’s video streaming service, which attracts over 200 million monthly active users in India.
“In an industry first, this association will transcend traditional TV and digital OTT to drive synergies and foster growth for both players, by creating innovative new content and catering to a larger audience set,” said Karan Bedi, CEO, MX Player. “As a platform that can reach consumers at every touchpoint, this strategic partnership with Azaad is sure to entertain the masses and drive more engagement for both brands.”
The partnership will bring together the linear, rural and digital worlds together as Azaad and MX Player will reach out to the Indian diaspora with new stories embedded in the rural fabric and culture.
Bharat Kumar Ranga, managing director, Beginnen Media, said, “The UnionShip with MX Player offers a seamless consumer experience on both mediums as we attempt to be innovators at the intersection of TV and digital.”
It’s an arrangement that has been in the works for some time. “Bharat and I have been discussing for almost two years on the way forward and with this deal, we will work closely on content that can have some commonality for both TV and OTT audiences,” Bedi told ET. “While Azaad’s team will take the lead on content, we will be able to share our understanding of audiences.”
The partnership will see the two standalone entities coming together to leverage their strengths, create unique content, and reach wider audiences.
“Azaad is for people with rural mindsets where people access entertainment on both TV and internet. We needed to find the right anchor that compliments Azaad on the internet. MX Player immediately aligned to our vision as we share a commonality of consumer centricity that will assist us with our expansion goals for Azaad and MX Player,” said Ranga.