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Hungama launches original Marathi show; ALTBalaji partners with Xiaomi in Indonesia

Hungama launches Marathi show, other languages to follow

Hungama is now launching an original long-form Marathi show. It already has some original shows in Hindi and English, and over the next 9 months, Hungama will release 6-7 planned shows in Tamil, Bengali, Telugu, Kannada, and Punjabi.

Hungama’s content is available on Xiaomi’s MiTV and Mi Video. Hungama partnered with Xiaomi in May this year, in a deal which offered Hungama Music and Hungama Play’s content on native Xiaomi apps. Note that Xiaomi had invested $25 million in Hungama early in 2016. Hungama Play’s content also streams on Vodafone Play, Idea Movies & TV, Amazon Fire TV Stick.

  • Hungama’s video–on–demand service Hungama Play claims to have over 50 million users in India, almost half of whom watch non–Hindi content on the platform.
  • It also claims to have 10 million users outside India.

Hungama began with original content earlier in June this year, launching a new show in Hindi and English languages.


ALTBalaji partners with Xiaomi

ALTBalaji has entered into a content partnership with Xiaomi. With this, Mi TV users in Indonesia will be able to stream ALTBalaji’s content. The deal also makes ALTBalaji’s original content with 25 shows and movies available for $4.99 per quarter, $7.99 for 6 months and $12.99 for a year. 

ALTBalaji said that its shows, along with Bollywood content had been well received in Indonesia, and that the company has dubbed its original shows into Bahasa, Malay Bahasa and Arabic. The app will add two dubbed shows every month.

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  • ALTBalaji claims to have 15 million users in 90 countries.

ALTBalaji hired Divya Dixit as Senior VP and head of marketing for India and international markets in September. Manav Sethi stepped down from the role earlier that month.

Others in Indonesia

  • Apart from ALTBalaji, Eros Now has launched in Indonesia in partnership with Xiaomi via Mi TV, along with subscription plans.
  • Vuclip’s VOD service Viu launched in Indonesia in March, in a tie-up with IndiHome Fiber, Telkomsel and Samsung. More here.

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