India’s Matrubharti launches OTT video service | OTT | News | Rapid TV News
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Indian content start up Matrubharti, a curated platform for ebooks and social media content in regional languages, is entering the video streaming space with the launch of Matrubharti Vishesh.

Matrubharti app logo 18 July 2019The premium content section of the over-the-top (OTT) app will stream regional theatre, short films, live poetry recitals, stand-up comedy and literature festivals in Hindi, Gujarati and Marathi, as well as English.

“Videos are the most popular format of creative expression and OTT apps are riding this wave. We at Matrubharti wanted to target and engage more of India’s youth so that they can showcase their creativity on our platform, and also help them to connect with content in their mother tongue. It was, therefore, the need of the hour for us to plug videos into our platform and earn more screen time from them,” said Matrubharti co-founder and CEO Mahendra Sharma.

Matrubharti claims to have a community over 750,000 with around 18,000 active contributors to its ‘freemium’ service. Since its launch in 2015, Matrubharti has helped authors publish 26,000 ebooks, which have been downloaded 7.5 million times by 700,000 readers.

Since the beginning of 2019, the app has been trialling shows such as Morning Maza, Raat Ke Jazbat and curated stories under its Kahani Metro initiative. This has an App Jockey (AJ) narrating the stories with a run time of between three to five minutes. The content library now contains over 500 short-form video stories.

A significant number of videos on the OTT platform are user generated, however, Matribuharti has also forged partnerships with authors, poets and theatre groups to source exclusive content for its Vishesh segment.

By 2020, the Ahmedabad-basedcompany aims to launch content in three more languages -Tamil, Telugu, and Malayalam - with 21 Indian languages represented in five years time.