CONTENT INDIA: Mumbai-based Applause Entertainment and microdrama platform Story TV have announced an exclusive partnership to develop a slate of projects together to tap into demand in India for mobile-first content.
Applause Entertainment said it is aiming to “redefine” shortform storytelling for mobile-first audiences with the slate, which will span multiple genres.
The production company, known for titles such as Black Warrant, The Hunt, Criminal Justice, and Scam 1992: The Harshad Mehta Story, is here at Content India in Mumbai, where microdramas are a major topic of conversation.
The partnership will see Applause collaborate with Story TV to coproduce and distribute the microdramas. As part of the partnership, Story TV will also acquire rights to the romantic thriller series Hello Mini and adapt it into a vertical microdrama.
Bengaluru-based Story TV, which launched in July last year, has a growing library of over 1,000 titles across romance, thriller, action and family drama in Hindi, Tamil and Telugu.
Saurabh Pandey, founder and CEO, Eloelo Group-owned Story TV, said: “As an early entrant into microdramas in India we are at the forefront of blending storytelling and technology to expand this emerging format into mainstream territory.
“Phones are the primary content consumption devices and Story TV is building for this new age TV. Changing attention spans, our massive user base and with our tech led innovation pedigree we are continuously pushing the barriers of microdramas.”
“Our partnership with Applause Entertainment will further expand the audience of microdramas with a focus on premium storytelling that is yet to be seen in the India microdrama and entertainment industry.”
Prasoon Garg, chief business officer at Aditya Birla Group-owned Applause Entertainment, said: “At Applause, our focus has always been on building strong stories across formats. As newer storytelling formats like microdramas gain momentum, we see value in engaging with them through meaningful collaborations.
“Our unique partnership with Story TV enables us to explore this emerging space alongside a platform that has demonstrated strong understanding of the format and its audiences, while we continue to assess its creative and viewer potential.”
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