Two Bollywood producers plan a mobile drama service
Aamir Khan Productions and Excel Entertainment are developing a joint platform for microdramas, a format built around short scripted episodes for mobile viewing. Film Information reported the partnership on November 13, and Mint, citing ANI, reported that the venture has been in development for some time. Excel Entertainment was co-founded by Farhan Akhtar and Ritesh Sidhwani.
The companies plan to combine their existing libraries of intellectual property with original stories developed for the format. The reports describe a service focused on professionally produced scripted material and partnerships with established digital creators.
[1][2]How the service plans to build its catalogue
The reported plan has three parts: drawing on material the producers already control, commissioning new work and bringing in digital creators through exclusive arrangements. Film Information describes those creator talks as ongoing. The reports do not identify the titles from either library that will be used or say whether the service will adapt existing properties into new stories.
Mint describes microdramas as episodic stories paced for mobile viewing. For the two film producers, making original material for that format means designing stories around shorter instalments. The companies are also looking to creators who already reach viewers on YouTube and other digital platforms.
[1][2]Distribution and launch details
A telecom company is expected to help distribute the service, according to both reports. Neither identifies the partner or specifies how viewers will get access. Mint reported that further details about the launch strategy, content slate and features are expected in the coming weeks. The reports give no public launch date, price or list of titles. That leaves the release timetable and viewing terms open for the companies’ next announcement.
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