mm2 Asia’s wholly-owned subsidiary, mm2 Entertainment has ventured into content streaming services with the debut of mPlay Asia. Slated to launch in April 2020, the services will run in key Chinese-speaking markets such as Singapore, Malaysia, Taiwan and Hong Kong. According to mm2 Asia, mPlay is a free-to-use video streaming platform and will feature Chinese-language short-form content. The platform will target young urban professionals, individuals with an eye for innovative videos that fit their fast-paced and flexible consumption habits.
Original and curated videos between three to five minutes in duration, will be uploaded weekly for live streaming and video on demand viewing. The short-form format was specifically designed for mobile streaming and to allow users flexibility in watching content. By leveraging mm2’s regional production capabilities, as well as the company’s experience serving the region’s audience base, mPlay aims to produce and deliver content with the richness and diversity of individuals in the four markets.
The platform will also have live-streaming capabilities to bring events of interest “live” to its viewers. Developed together with technology provider ESP xMedia, the mPlay platform will progressively develop and introduce enhanced features including personalisation, interactivity and eCommerce capabilities.
Chang Long Jong, chief executive officer of mm2 Asia said the demand for quality online Chinese content continues to grow exponentially. “We are extremely excited about the huge potential of mPlay Asia to engage audiences. We aim to build a platform that is dedicated to providing short video clips with high production values that appeal strongly to our audiences in the region,” he added.