iWorld
Dina D’Souza joins MX Player as senior vice president direct and OTT AVOD
Mumbai: Times Internet owned MX Player has appointed Dina D’Souza as senior vice president of direct and OTT (AVOD) business, according to her LinkedIn profile.
MX Player is one of the largest AVOD OTT platforms in the country with a base of 300 million monthly active users.
“I’m happy to share that I’m starting a new position as senior vice president at MX Player! I will be driving the Direct and the OTT AVOD business for the organisation, in this new role,” said D’souza in the post.
D’Souza’s previous assignment was short video platform Trell as vice president and head of the monetisation. She was associated with Flipkart as director of the monetisation and before that was with advertising platform Pokkt as vice president of sales.
She has over 22 years of experience in sales and marketing across organisations such as 9XM Media, Microsoft, Yahoo! and Bennett Coleman and Co.
D’Souza has widespread experience across the media, internet and ad-tech industry and has worked in the revenue function across print, web, mobile, ad-tech and commerce products.
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.
