iWorld
MX Player ropes in Abhishek Joshi as CMO and head of business partnerships
MUMBAI: Times Internet’s MX player has roped in Abhishek Joshi as CMO and head of business partnerships. The media executive with over 17 years of experience had a long stint with Sony Pictures Networks India (SPNI) and left the leading company last month.
Earlier to this new position, he worked as head of marketing, subscription, content and licensing of digital business at SPNI. Back in 2015, Joshi joined SPNI as VP & head – marketing & analytics, digital business. He had been a core member of digital business leadership team and also looked after global monetisation and syndication of SPN’s content across digital platforms in addition to heading marketing for SonyLIV.
The media executive has had experience n business development, marketing and content partnerships, strategy business planning and execution expertise spanning television networks, internet video, content distribution, Ad Agencies and brand licensing & marketing.
Prior to SPNI, Joshi was the CEO of Zenga Media. He was also associated with Reliance Big Pictures, SAB TV, ABP Group.
With an ambition to step into the growing OTT space, Times Internet acquired a majority stake in Seoul-based MX Player. Though the exact time has not been revealed till now but for certain the last quarter of this year will have this new player in the market.
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.
