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mPlay Asia is still eyeing 2020 launch

Writer: Florey DM

Some of the shows that will be available on mPlay Asia.
Some of the shows that will be available on mPlay Asia.

22 Jun – When mPlay Asia was announced at the Asia TV Forum & Market (ATF) last November, the new video streaming platform was originally scheduled to launch in April this year.

While to date it has yet to be made available to the public, mm2 Entertainment Pte Ltd is still eyeing to launch it this year, specifically in the third quarter of 2020.

The free-to-use, multi-region video streaming platform will feature Chinese-language short-form content. The programmes, which will have a duration of less than five minutes each, will be original productions from its four key markets, namely Singapore, Malaysia, Hong Kong and Taiwan. It will also subsequently include content from China.

The comparative content will highlight the similarities and diversity in the lifestyles and cultures of the abovementioned markets.

It is stated in the press release that mPlay's content will cover a variety of topics, such as human interest stories, travel and leisure, food and lifestyle, trends and fads, and entertainment news, as well as live-streamed events with user interactivity functions.

mPlay has partnered with Singapore-based video platform provider ESP xMedia, who has constructed an on-demand streaming video platform with live-stream and interactive media capabilities for it. The platform will be available as an app on Android and iPhone, as well as desktop and mobile browser interfaces.


mPlay Asia will be available on mobile and desktop.

mPlay also partnered with international advertising technology firm Smart AdServer, whose advertising technology stack will provide deal management, audience discovery, and data activation and control to mPlay AVOD model, bringing greater value to both advertisers and content creators.

mm2 Entertainment recently received the niche television service licence from the Singapore Infocomm Media Development Authority (IMDA) to operate mPlay, allowing the platform to offer 'over-the-top' (OTT) television services.

Mr Howie Lau, Assistant Chief Executive, Media & Innovation, IMDA, said "mPlay's launch in Singapore will provide more entertainment options for consumers and add to the diversity of Singapore's media landscape. We welcome media players to use Singapore as a launchpad to regionalize their businesses and test-bed new technologies and solutions for media players."

Stay tuned to find out the exact launch date for mPlay Asia.

Cinema Online, 22 June 2020

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