iWorld
Bharti Airtel launches multiplex on Partynite metaverse platform
Mumbai: Bharti Airtel has launched a multiplex on Partynite metaverse platform. The Xstream multiplex is an extension of Airtel’s Xstream premium offering.
Airtel’s Xstream multiplex will be a 20-screen platform with access to content from leading OTT partners available on the application. The multiplex will enable sampling of top original shows and movies with content pieces such as the first episode of an OTT original or initial minutes of a movie in regional languages, besides English and Hindi.
The idea was conceived by Essence, Airtel’s media agency of record, and developed by Gamitronics, the creator of blockchain-powered digital parallel universe Partynite. “The Xstream multiplex offers an immersive content experience with multiple engagement layers, which allow users to interact on Partynite Metaverse,” said the statement.
“Airtel’s Xstream multiplex provides a larger-than-life experience, which brings together Web 3.0 apps and immersive storytelling, and an assortment of content from our partners,” said Airtel director – marketing Shashwat Sharma. “We all know people’s love for movies and entertainment in India. Through the metaverse, we are looking to tap into a larger audience, giving content enthusiasts an opportunity to sample Airtel’s Xstream Premium offering and, thus, aiding in driving higher adoption.”
“We are delighted to partner with Airtel and bring alive India’s first multiplex in the metaverse. Airtel Xstream Premium’s multiplex experience is one of the most scalable use case scenarios for the metaverse,” said Partynite (Gamitronics) founder Rajat Ojha. “Future opportunities here include movies, music, live events and premium sports streaming. Apart from the robust scope, it will also allow social engagement, open up newer methods of content delivery and, of course, provide an immersive experience at the core of it.”
Recently Airtel reported that its OTT platform Xstream reached two million subscribers within 100 days of its launch.
iWorld
Atrangii OTT partners with Amazon MX Player to expand global content reach
Deal brings originals and catalogue to Prime Video, widening audience access
MUMBAI: Atrangii OTT has entered into a strategic content partnership with Amazon MX Player, in a move designed to significantly expand the reach of its content across India and global markets.
As part of the agreement, Atrangii’s existing library along with select upcoming originals will also be made available on Amazon Prime Video, giving the platform access to a far wider audience base.
The partnership positions Amazon MX Player as a key hub for Atrangii’s content slate, which includes titles such as Koi Jaaye Toh Le Aaye, Shiddat, Marham, Khamosh Aahatein, and Kanpuriya. Known for its focus on thrillers, romance and unconventional narratives, Atrangii has been building a niche with bold, genre-driven storytelling.
Atrangii OTT CEO Avinash Dugar said, “We are delighted to partner with Amazon MX Player to bring Atrangii OTT’s storytelling to a much wider audience. This collaboration allows us to scale our creative ambitions while continuing to produce compelling originals.”
The move reflects a broader trend of OTT platforms leveraging partnerships to scale distribution without compromising on content identity. For Atrangii, it offers both visibility and scale, while for Amazon’s platforms, it strengthens content diversity.
With audiences now able to access Atrangii’s catalogue across multiple platforms, the partnership sets the stage for wider discovery and deeper engagement, as competition in the streaming space continues to intensify.
