iWorld
Shemaroo acquires mobile rights for live video content distribution of Lalbaugcha Raja
MUMBAI: For the fifth consecutive year, Shemaroo Entertainment has acquired the exclusive video content rights of Lalbaugcha Raja for mobile platforms.
Consumers will now be able to enjoy aarti, live darshan and many more videos of Lalbaugcha Raja anywhere and anytime on their mobile handsets. All they need is to send an SMS – ‘SELBR’ to 56060. They will receive a link on their mobile via which they can access the content.
Live darshan of Lalbaugcha Raja will be available from 17 September, 2015.
Shemaroo Entertainment will distribute content to all telecom operators. The company will also provide live feed of the deity to selected mobile apps with good subscriber base to reach to a wider audience.
During the 10 days of Ganesh Utsav, around 1.5 million devotees come each day to seek the blessings of Lalbaugcha Raja. This number has been growing every year.
Shemaroo Entertainment director Jai Maroo said, “We feel happy to be once again be blessed with the opportunity to offer darshan of Lalbaugcha Raja to the devotees. There are millions of people who believe in Lalbaugcha Raja, but not all of them are able to come for his darshan. They can now easily watch the Raja live on their mobile handset.”
“We not only plan to tie up with the telco giants but also join hands with popular mobile apps to make sure that we reach to the maximum number of the devotees,” he added.
Lalbaugcha Raja Sarvajanik Ganeshostav Mandal secretary Sudhir Salvi added, “We are glad to partner with Shemaroo for the fifth consecutive years to distribute content of Lalbaugcha Raja to his devotees through mobile platform. The divine power of prayers offered to the deity here is fulfilled, but not all the devotees get the opportunity to get his darshan. Our association with Shemaroo will help people across the country to get live darshan of their God anytime and on any network.”
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
