Tezzbuzz Desk- Work on this venture has been going on for some time. This will include pre-existing IP, new original content and exclusive partnerships with digital creators. At the same time, a big telecom company is also associated with it to deliver its content to the audience.
Aamir Khan Productions and Excel Entertainment have joined hands to launch a micro drama platform. This partnership marks the entry of two of India's largest film production houses into the emerging short form entertainment market. The venture, which has been taking shape for some time now, is establishing itself as a large scale content ecosystem around the most loved short format, mobile first entertainment. The existing intellectual property (IP) libraries of both the production houses will be used by this platform. Apart from this, they will also invest in the development of original content specifically designed for the microdrama format.
The platform is also signing several well-known digital and YouTube creators for exclusive content partnerships, say people close to the development. As a result of this move, existing digital talents and their audiences will be presented with content created by both the production houses on the platform.
The venture has also roped in a large telecom partner to reach a larger consumer base along with distribution. It must be said that this partnership is an important step to take the platform forward on a larger scale in a market where mobile is promoting new entertainment formats for viewing content. Unlike other conversational short form video platforms, the venture is expected to offer professionally produced, premium content with good storytelling and production quality. The idea behind this venture is to combine the storytelling power and creativity of big production houses with the reach and ability of digital creators to reach audiences.
The entry of Aamir Khan Productions and Excel Entertainment has come at a time when microdrama entertainment is becoming increasingly popular as a separate category. Many platforms are adopting this format to show stories through short episodes. In this the episodes are short and the story progresses rapidly. In such a situation, it is emerging as a new medium to create content, deliver it to the audience and earn money from it. This category is also a good opportunity for big production houses to expand the scope of their content, find new ways to deliver it to the audience and connect with new audiences as per the changing tastes.
Backed by pre-existing IP, new original productions, exclusive partnerships with digital creators and telecom distribution, the platform is poised to hit the market with a wealth of content. An official announcement regarding this platform is expected soon. Its name, launch strategy and other information related to the content may be revealed in the coming few weeks.