iWorld
MX Player promotes Abhishek Joshi to business head – SVoD
New Delhi: Video streaming service MX Player has elevated Abhishek Joshi as business head – SVoD (subscription business).
“I have been given an additional mandate and responsibility of building the SVoD business from ground up as the business head while managing my existing portfolio,” he stated in a LinkedIn post.
Joshi joined MX Player in October 2018 as head of marketing and business partnerships and lead marketing function (brand & digital performance) for new business launches like MX TakaTak. Before this, he worked with Sony Pictures Network India as SVP and head-marketing, subscription and content licensing- digital business.
He became a part of SPNI in June 2015 as VP and head – marketing and analytics, digital business – OTT and led a digital business leadership team. Joshi was also responsible for shaping overall business strategy with core focus being on marketing and communications (online and offline). He handled some of the most talked about campaigns and format brands like Indian Idol 6, IPL, Kaun Banega Crorepati 5, X Factor and a few fiction shows as well.
In his career spanning over two decades, he has worked with Reliance Big Pictures, Sab TV, ABP Group, Zenga Media and Max.
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.
