iWorld
Eros Now Enters into Strategic Partnership with FashionTV
Mumbai, September 26th, 2018 – Eros International PLC (NYSE:EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, its cutting-edge digital over-the-top (OTT) South Asian entertainment platform, has entered into a partnership with leading fashion and lifestyle channel, FashionTV (“FTV”). With this association, Eros Now will be the first OTT player to venture into the fashion and lifestyle segment by providing consumers access to FTV’s 12+ Live TV Channels and 145+ hours of VOD content.
FTV, a 20-year-old global satellite TV network, delivers the latest fashion trends, models, events and celebrity news. With its unmatched library of 11,000+ Bollywood and regional films, entertainment shows, music videos and originals, Eros Now’s strategic tie-up with FTV will further expand its content offering to consumers, now encompassing fashion and lifestyle as well. Further, this first-of-a-kind partnership gives subscribers a chance to delve into the lives of their favorite models, view never-seen-before interviews of fashion gurus and get an exclusive view of the modelling industry, making it an ideal hangout for fashion enthusiasts who will now have front row access to the best of fashion and lifestyle.
Commenting on the partnership, Rishika Lulla Singh, CEO, Eros Digital said, “Recognizing very distinct consumer behavior of linear and on-demand consumption patterns, the association with FTV adds a new dimension to the Eros Now platform. Eros Now has always stayed ahead of the curve and the foray into alternative and fashion programming, in addition to our existing unrivaled entertainment content, further reiterates our promise to offer differentiated and relevant content.”
“FashionTV is proud to be partnering with Eros Now and we are delighted to enter this new and exciting business chapter in India. The Indian market is one of the world’s largest and is of upmost importance for our company. Now, the Indian audience will be able to enjoy our multi-media OTT and VOD platform called FashionTV+, which is offering 12+ live streaming channels with 24/7 glamorous entertainment and a review of the latest fashion trends,” said Alex Ecker, Senior VP of FashionTV Asia/Pacific.
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.
