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Mountain River Films partners with China Intercontinental Communication Centre
Mumbai: Mountain River Films (MRF), a trailblazer in international sales and distribution, has forged a partnership with the China Intercontinental Communication Centre (CICC), marking a historic moment for the Indian content industry. This alliance solidified after a year of meticulous negotiations, represents the first collaboration of its kind between CICC and any organisation from the SAARC region.
The official signing ceremony took place on 23 August 2024, at the CICC headquarters in Beijing, China. This momentous event was graced by the presence of high-ranking Chinese officials and industry leaders, underscoring the significance of this alliance, along with Chandra K Jha, an expert and well-known name in international film distribution and CEO of Mountain River Films.
This partnership marks a significant step for Mountain River Films in navigating international markets. At a time when the Indian content industry faces challenges, Mountain River Films aims to revive negotiations for Indian films and series in the Chinese market.
India’s content industry is growing, with more high-quality productions gaining global attention. China, a key market for Indian films, has shown renewed interest, as seen in the successes of films like Dangal, Andhadhun, and Bajrangi Bhaijaan, which collectively earned billions at the Chinese box office.
Recognising the importance of a smooth market, Mountain River Films is working to ensure Indian content succeeds in China. This agreement with CICC is intended to foster a collaborative relationship between the two countries.
Mountain River Films’ approach positions the company within the global content industry. This deal could create new opportunities for Indian filmmakers in one of the world’s largest markets.
As the Indian content industry grows, Mountain River Films remains focused on bringing Indian stories to a wider audience.
China Intercontinental Communication Centre deputy director Cui Binzhen stated, “Signing of radio and television (TV) business between two sides, opening a new chapter in media exchange and film and TV cooperation. Today, China Intercontinental Communication Centre (CICC) signed a contract with India’s Mountain River Films, jointly building a bridge to enhance people-to-people communication between China and India. We will give full play to our respective strengths, select and broadcast the freshest, most appealing documentaries, films, dramas, animations, and other programs, introduce more excellent Indian films such as “3 Idiots”, “Dangal” and other Indian movies to the Chinese audience through ‘UPanda Cinema Programme ’, enabling more Chinese and Indian audiences to enhance understanding and deepen our friendships. We also look forward to working with Mountain River Films to co-produce films and dramas with both countries’ characteristics that resonate with our people’s emotions and to promote mutual reference and integration between the two sides.”
Mountain River Films CEO Chandra K Jha stated, “As we know, India and China comprise nearly one-third of the world’s population, and we are the third largest voice in the world. China and India have set remarkable examples as global leaders in various domains. We are the largest producers, the biggest cinema markets, and significant content creators, making our collaboration unique and promising. Unfortunately, there has not been much content exchange between these two nations after COVID, but today’s signing agreement of cooperation will pave the way for more and more content exchange. I am hoping Chinese audiences can once again see beautiful movies from India, so this event is truly a historical moment and a proud moment for Mountain River Film as we are the only organization from SAARC that has entered a high level of cooperation with Intercontinental Communication Centre, which apex body in China to cooperate with major international media.”
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Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
