Co-founded by Tripathi, actor and dialogue coach Vikas Kumar, Akshat Saxena, Varad Bhatnagar, and Sharib Khan, Velvet is committed to reviving and modernizing India’s rich oral storytelling heritage using cutting-edge technology.

Since its beta launch in July 2024 for distribution partners, followed by its public launch in October, Velvet has seen remarkable growth. The platform has 10,000 listeners on its own app and over 1 million listeners through distribution partners like Josh App in India and Future Today Group in the US. Available as a web platform and a free app on iOS and Android, Velvet is designed for audiences who enjoy cinematic, engaging, and imaginative audio content, primarily in Hindi, with plans to expand into English and regional Indian languages.

The platform’s vision is to blend traditional Indian narratives with modern technology, creating immersive storytelling experiences for global audiences. Velvet aims to bring on board prominent voices, particularly from cinema, literature, and various creative fields, to elevate its storytelling experience.

Speaking about his association with the platform, Pankaj Tripathi shared his enthusiasm, “Storytelling is deeply rooted in our culture. From folk tales to epics, our stories have always had the power to inspire, educate, and entertain. With this audio platform, we wanted to take this tradition and elevate it into a cinematic experience for the ears—something that transports listeners into a world of imagination while being deeply rooted in our cultural ethos.”

He further added, “What excites me the most is the opportunity to connect with audiences worldwide and share stories that are uniquely Indian yet universally relatable. This platform is not just about entertainment; it’s about preserving and promoting the art of storytelling in a way that resonates with modern listeners. I believe that audio has the power to evoke emotions in a way that’s different from visual mediums. It allows the listener to imagine, to dream, and to connect with the narrative on a personal level. With the collective vision of our team and the passion behind this project, I am confident that Velvet will open new doors for creative expression and inspire countless storytellers across the globe.”

With Pankaj Tripathi’s involvement, Velvet is set to expand its reach and audience engagement, leveraging his influence to attract more listeners, storytellers, and voice talents. The platform plans to:

• Introduce content in multiple languages beyond Hindi, including English and regional Indian dialects
• Collaborate with prominent voices from Bollywood and beyond for exclusive storytelling experiences
• Expand distribution partnerships to bring Velvet’s unique content to a global audience
• Integrate advanced audio technology to enhance listener experience and engagement

The post Pankaj Tripathi Joins Velvet OTT as Cofounder first appeared on Approach Bollywood.

In the brand film, Jackie Shroff, with his signature bhidu charm, effortlessly guides travelers through their journey with hassle-free bookings via Yatra. As he assures them of a smooth experience, he also introduces them to a travel essential—Amazon MX Player’s MX Vdesi, where they can binge-watch Korean, Turkish, and Mandarin dramas dubbed in Hindi, Tamil, and Telugu—all for free.

Adding another dimension to the campaign, Duolingo makes an appearance as Jackie Shroff finds himself in a restaurant where he doesn’t know the language. With the help of Duo, Duolingo’s popular mascot, he effortlessly orders food while highlighting the benefits of learning new languages—making travel experiences richer and enhancing the joy of watching international content.

Aruna Daryanani, Director, Amazon MX Player, commented on the partnership, “At Amazon MX Player, we are always looking for innovative ways to engage our audience, and collaborating with brands through quirky, fun brand films is one such avenue. Partnering with Yatra and Duolingo allows us to blend entertainment with utility, making streaming even more engaging. We look forward to more such creative collaborations that bring fresh, entertaining content to our users for absolutely free.”

Dhruv Shringi, Whole-time Director & CEO, Yatra, added, “We are thrilled to have joined forces with Amazon MX Player on this innovative and engaging campaign. We believe that travel should be seamless, enjoyable, and memorable, and this collaboration aligns perfectly with that vision. With Jackie Shroff bringing his inimitable charm to this campaign, it’s a testament to the power of creative collaborations in delivering a complete and enjoyable experience to our customers.”

Amazon MX Player continues to revolutionize free streaming in India, offering award-winning scripted series, reality shows, and international hits in multiple regional languages. The service is available on mobile apps, Amazon shopping app, Prime Video, Fire TV, and Connected TVs, ensuring easy accessibility for audiences nationwide.

The post Amazon MX Player releases brand film Yatra featuring Jackie Shroff first appeared on Approach Bollywood.

Doordarshan, India’s iconic public broadcaster, has ventured into the OTT (Over-The-Top) platform space to cater to the growing demand for digital streaming services. The platform aims to revive nostalgia while embracing modern digital trends by offering a rich mix of classic content and contemporary programming. With a library featuring timeless shows like Ramayan, Mahabharat, Shaktimaan, and Hum Log, the platform appeals to audiences looking for cultural and emotional connections with India’s past. Additionally, it offers news, documentaries, and regional content, reinforcing its commitment to inclusivity and diversity. By leveraging its decades-long legacy and national trust, Doordarshan’s OTT platform bridges the gap between traditional television and modern streaming, reaching tech-savvy youth and older generations alike.

‘WAVES’ makes its entry as a large aggregator OTT with Inclusive India stories embracing Indian culture with an international outlook, in 12+ Languages – Hindi, English, Bengali, Marathi, Kannada, Malayalam, Telugu, Tamil, Gujarati, Punjabi, Assamese. It will be spread across 10+ Genres of Infotainment. It will provide Video on demand, free-to-play gaming, Radio streaming, Live TV streaming, 65 live Channels, several App in App integrations for video and gaming content, and online shopping through Open Network for Digital Commerce (ONDC) supported e-commerce platform. 

As a conscious step to unlock the potential of young creators in the creative economy, WAVES also offers its platform to content creators including National Creator Awardees like Kamiya Jani, RJ Raunac, Shraddha Sharma and others. WAVES has opened its portal to student graduation films of film and media colleges like FTII, Annapurna, and AAFT.

New Films and shows on WAVE to be screened at IFFI

Aligning with the focus of 55^th IFFI on young filmmakers, WAVES will screen ‘Roll No.52,’ a student grad film from Annapurna Film and Media Studio by Nagarjuna and Amala Akkineni.

‘Fauji 2.0,’ a modern adaptation of the iconic 1980s Shahrukh Khan show Fauji, ‘Kicking Balls’ by oscar winning Guneet Monga Kapoor, ‘Jackson Halt’ a crime thriller, and ‘Jaiye Aap Kahan Jayenge’ themed on mobile toilets will be screened on WAVES

WAVES includes LIVE events like the Prabhu Shriram Lalla Aarti LIVE from Ayodhya and the monthly Mann ki Baat by Prime Minister Narendra Modi. The upcoming US Premier League Cricket Tournament will be carried LIVE on WAVES from 22^nd November, 2024. WAVES will also launch a Cyber Security awareness campaign with Daily Video messages in partnership with CDAC, MeitY. This campaign is backed by programmes such as Cyber Crime ki Duniya (a fictionalized series) and Cyber Alert (by DD News features).

Other films and shows on WAVES include fantasy action super hero ‘Monkey King: The Hero is Back,’ the national award winning Fouja, Armaan, Vipul Shah’s thriller show Bhed Bharam, family drama Thode Door Thode Paas featuring Pankaj Kapoor, Kailash Kher’s music reality show Bharat ka Amrit Kalash, Sarpanch, BeCubed by Hotmail Founder Sabeer Bhatia, women centric shows and films such as Corporate Sarpanch, Dashmi, and Kariathi, Jaanki. WAVES also carries a selection of popular animation programs including Doggy Adventure, Chota Bheem, Tenaliram, Akbar Birbal, and games like Krishna Jump, Fruit Chef, Ram the Yodha, Cricket Premier League tournament.

Expanding the repertoire of content formats, language, genre and reach on WAVES are Live channels including Doordarshan, Akashvani, and private channels across multiple categories such as news, general entertainment, music, devotional, sports.

Central Government Ministries and states are also joining hands with Prasar Bharati to co-develop and contribute varied content such as docudramas, dramatized or fictionalized shows, reality shows with entertainment value, as an effective vehicle for meaningful messages. Some content includes a documentary on the 75^th anniversary of the Supreme Court of India, the NFDC archives titled Cinemas of India, the Information and Broadcasting Ministry’s rare archival content like historical photos, journals and publications. The Ministry of External Affairs, Ministry of Finance, IGNCA, Ministry of Culture and India Post have also contributed informative and entertaining programming to WAVES.

The Digital Experience of WAVES fuses Indian ethos with modern look and feel, friendly user interface, cross-Platform compatibility, personalized profiles and curated playlists add value to the streaming experience.

This launch signifies a major leap forward not only for Prasar Bharati but the digital media and OTT audiences, as it offers a complete infotainment ecosystem.

The post Prasar Bharati makes WAVES in OTT segment first appeared on Approach Bollywood.

OTTplay Premium, India’s OTT Super App and leading AI-based recommendation engine announces its partnership with JioCinema, further strengthening its content portfolio, and enhancing the streaming experience for its users.

OTTplay Premium subscribers will have complete access to JioCinema’s entire content library with immediate effect, including popular shows, movies, sports, and exclusive originals. Subscribers will also benefit from critically acclaimed premium titles sourced from NBCUniversal, Warner Bros. Discovery, and including popular shows such as Bigg Boss, Game of Thrones, movies which also include regional superhits like Unaad and Rathnam along with exclusive Jio Originals like Khalbali Records, PILL, Gaanth and live TV channels like Colors, Comedy Central and MTV Beats. In addition to all the new exciting content, subscribers will also benefit from premium titles sourced from HBO and Peacock, renowned for their critically acclaimed shows and films, like The Penguin, Chicago P.D, Succession, Suits, The Fall Guy, and The Office, among others.

JioCinema’s library will be initially available through OTTplay’s Android and iOS apps, followed by a phased rollout on desktop and smart TVs in the coming weeks, ensuring a smooth and comprehensive user experience across multiple platforms.

With this collaboration, OTTplay Premium subscribers and new users will enjoy JioCinema content at no extra cost. Commenting on the partnership, Avinash Mudaliar, CEO of OTTplay said, “This partnership with JioCinema marks a significant milestone in OTTplay’s journey to become the ultimate destination for content discovery and streaming. By offering access to JioCinema’s rich catalogue, including sports and exclusive originals, we are broadening our content library to meet the diverse preferences of our users. With this integration, we are confident that OTTplay Premium will continue to lead the market in providing personalized, high-quality content across all regions of India.”

With its expanded content offerings, OTTplay now provides users access to vast array of JioCinema’s localized and international programming. The addition of sports, along with originals from HBO, NBCUniversal, and others, is set to enhance user engagement and satisfaction. OTTplay Premium now offers access to over 38+ OTT services across 10+ languages and 18+ genres, solidifying its status as India’s largest OTT aggregator and making content discovery easier and more enjoyable for users nationwide.

About OTTplay

OTTplay is India’s pioneering OTT aggregator that uses AI-based recommendations to revolutionize content discovery and consumption. With the introduction of OTTplay Premium, the platform now offers a curated selection of content from 40 premier OTT platforms which are personalized based on each user’s unique preferences.

The post India Ka Super OTT App, OTTplay Premium Partners with JioCinema first appeared on Approach Bollywood.

Citing data, Hyderabad has recorded the highest audience base for 4K streaming in India in 2024. ZEE5 reports a 278% surge in 4K viewership in South India and a 310% increase in North India, with Uttar Pradesh and Delhi leading the race. Additionally, ZEE5’s content viewership shows that 40% of audiences are from tier 2 and 3 cities, while Hyderabad, Mumbai, Bengaluru, and Delhi lead the charts for content consumption in metro cities. Additionally, ZEE5 has recorded a 25% annual growth in time spent per user, and non-Hindi languages like Tamil, Telugu, and Kannada contribute to 50% of the total consumption.

Here are the key highlights of the data from July 2023 – July 2024:

• ZEE5 Streaming on Connected Devices Soars in Indian Metros with 65% of users watching movies on connected devices
• 2024 sees significant rise in 4k streaming; ZEE5 reports 278% surge in South India and 310% in North India, with Uttar Pradesh and Delhi leading the race
• ZEE5 recorded a 25% annual growth in time spent per user 
• Drama and Romance lead with 105M Watch-Time Hours, followed by Action and Thriller’s 32M Watch-Time Hours 
• Tier 2 cities prefer a mix of Romance and Drama, while 6 Out of 9 Indian Metros cited Dramas as their preferred genre
• South Indian viewers contribute most significantly to Drama’s popularity: Malayalam, Telugu, Tamil, and Kannada Viewers see exponential watch-time increase for the genre on ZEE5

Commenting on the trends observed, Manish Kalra, Chief Business Officer at ZEE5 stated, “In the last one year, we have released several titles within our post-theatrical and original content library. The audience has spent a total of 85 billion minutes from July 2023 – July 2024 on the platform, with viewership coming in from multiple audience cohorts and geographies. With the vision of being the portal of choice for billions of viewers, we will continue to bring diverse and engaging content, with a prime focus on quality storytelling. It has been a good year for us. Our titles have received great reception from audiences not just in India but also from the global diaspora. Staying true to our commitment to bring best-in-class entertainment to our viewers, ZEE5 will continue to partner with the best talents in the creative ecosystem, enhance viewing experience further, and bring forth stories that delight, engage, and entertain.”

The ZEE5 report also revealed the chart toppers from the last one year. According to the data, Sirf Ek Bandaa Kaafi Hai received the highest watch time in direct-to-digital movies while Taj is the most-watched original series for the year.

The post ZEE5 unveils Hyderabad as 4K streaming hub in India in 2024 first appeared on Approach Bollywood.

Cloud TV users can now enjoy Zee5’s content library enriched with features like assistant support in multiple Indian languages and universal search capabilities allowing content discovery across various apps. The interface allows direct access to the platform’s content spanning films, TV shows and originals .

Manish Kalra, chief business officer Zee5 India stated, “Ze5’s partnership with Cloud TV reflects our dedication to offering a seamless and enjoyable entertainment experience to our audiences at their convenience. This integration gives viewers the flexibility to enjoy their favourite content directly on television, leading to an on-demand, high-quality viewing experience at the click of a button, extending our reach making cutting edge content more accessible than before.”

Abhijeet Rajpurohit, COO, co-founder Cloud TV said,“We’re excited to welcome ZEE5 to the Cloud TV ecosystem. This allows for easy access to Zee5’s fresh and exciting content library being directly available on Cloud TV devices and a seamless viewing experience for our mutual customers. With such partnerships, we aim to make entertainment seamless and diverse to our audience using smart TVs.”

Cloud TV is a smart TV operating system that delivers solutions for modern TV devices. Its ecosystem features a built-in app store, content recommendations, live TV channels, voice assistance, a mobile remote app, easy content search and more. It added that it has partnerships across 200+ smart TV brands.

The post Zee5 partners with Cloud TV OS to grow reach, ease of access first appeared on Approach Bollywood.

Engaging Performances and Direction
Karthi and Arvind Swamy deliver riveting performances, adding depth and intensity to their characters. Director C. Prem Kumar has skillfully woven a story that touches on themes of truth and integrity, aligning with the name Meiyazhagan, meaning “Man with truth as beauty.” The film’s authenticity is further enhanced by the grounded direction and emotional clarity, making it a compelling watch.

Why Meiyazhagan is Worth Watching
For a viewer like Sonu Tyagi, who appreciates well-crafted storytelling in Hindi classics, Hollywood films, and international cinema, Meiyazhagan offers an unexpected yet rewarding cinematic experience. It stands out for its brilliance in minimalism, showing that a film doesn’t need a large budget to resonate deeply with audiences. The direction and screenplay keep viewers engaged till the end, making it one of those rare gems that leave you satisfied and reflective.

Recommendation
If you’re in the mood for something unique that feels real and meaningful, Meiyazhagan is an excellent choice. It shows how regional cinema, especially Tamil, can deliver impactful narratives that cross language barriers, much like the international cinema you enjoy. So, Meiyazhagan is a must-watch, not only for its storytelling but for the sense of joy and fulfillment it leaves you with.

Sonu Tyagi is an accomplished writer, director, and producer with a dynamic career spanning advertising, media, and entertainment. As the founder of Approach Entertainment, he has built an award-winning company specializing in celebrity management, film production, and PR. With a background in psychology, advertising management, journalism, and filmmaking, Sonu Tyagi has brought a unique perspective to his projects, producing a range of films, advertising campaigns, music videos, and, recently, a spiritual web series titled Two Great Masters. His work reflects a passion for storytelling and an understanding of audience engagement across multiple platforms.

The post Film Review and Recommendation for Meiyazhagan first appeared on Approach Bollywood.

The twisted tale unfolds in the fictional hilly town of Devipur, where police inspector Vidya Jyothi (Kajol) finds herself drawn to a series of unsettling events involving Saumya (Kriti Sanon) and her husband, Dhruv Sood (Shaheer Sheikh). When Saumya’s twin sister, Shailee, suddenly arrives at the hill station, her intrigue deepens, leaving Vidya to question whether anything is truly as it seems within this web of half-truths and half-lies.  

Expressing her excitement, Kriti Sanon shares, “Do Patti is incredibly special to me, not just because it’s my first film as a producer, but also because it allowed me to explore my own duality on-screen. This film has been like my baby; Kanika and I have nurtured it from the start, especially in our capacity as producers and it’s truly fulfilling to see this journey through with Netflix. Do Patti also has a poignant message woven in which is the reason why I chose to produce this film as my first, and I can’t wait for audiences to experience it.” 

Reflecting on her role as Vidya Jyothi, Kajol shares, “As an actor, I have always looked forward to roles that allow me to connect with my audience. This being the first time I play a police officer, I can’t wait for my fans to see me in this new avatar. Bringing this powerful story to life has been rewarding.” 

The high-stakes drama reunites powerhouse talents Kriti Sanon and Kajol after Dilwale (2015) in an edge-of-the-seat story of betrayal, and the complexities of human nature in a dangerous game of one-upmanship.

Speaking about the film, Kanika Dhillon, writer and producer with her banner Kathha Pictures, says, “Do Patti is very close to my heart. Collaborating with two powerhouse performers, Kriti and Kajol was an absolute delight. I am glad that this powerful tale of sibling rivalry, and redemption with a gut-wrenching message can be enjoyed by audiences across the world thanks to Netflix and their global viewership.”    

Monika Shergill, Vice President of Content at Netflix India, says, “Do Patti brings together the powerhouse talents of the iconic Kajol, the charismatic Kriti Sanon, and the brilliant storyteller Kanika Dhillon, each known for their remarkable strength and range. This film takes audiences on an investigative journey that doubles as an emotional rollercoaster, filled with unexpected twists and culminating in a surprising end. Watch out for this complete entertainer.”

Releasing on October 25, Do Patti promises a cinematic experience that will linger long after the credits roll.

Director Shashanka Chaturvedi Writer Kanika Dhillon Producers Kanika Dhillon and Kriti Sanon Produced by Kathha Pictures and Blue Butterfly Films Cast Kajol, Kriti Sanon, Shaheer Sheikh, Tanvi Azmi and Brijendra Kala

The post Twisted Twins and a Fierce Cop — Netflix Drops ‘Do Patti’ Trailer first appeared on Approach Bollywood.

In his new role, Ishan will oversee the overall monetisation strategy for JioCinema, focusing on revenue generation from sports and driving growth in small and medium-sized business (SMB) revenues across both sports and entertainment sectors.

Ishan joins JioCinema from YouTube India, where he served as Managing Director and was instrumental in shaping the platform’s strategic direction and growth in the country. With over two decades of diverse experience, including 13 years at Google, he has also held significant roles at McKinsey and Hindustan Unilever. Ishan is an alumnus of The Wharton School and St. Stephen’s College, Delhi.

As a key member of JioCinema’s leadership team, Ishan will collaborate closely with Kiran Mani to further the platform’s ambitious goals in the dynamic digital entertainment landscape.

The post JioCinema names Ishan Chatterjee as Chief Business Officer first appeared on Approach Bollywood.

PILL introduces you to Prakash Chauhan, played by Riteish Deshmukh, who digs through the deep-set rot in the Indian pharmaceutical world. The series showcases the process through which a pill reaches an individual, through diverse characters – from powerful pharma industrialists, corrupt doctors, to medical representatives, compromised drug regulators, politicians, journalists, and whistleblowers. Through the course of the show, tension unfolds as Prakash faces-off the manipulative CEO of Pharma company, portrayed by Pavan Malhotra and takes on an honest fight to find out the truth behind the powerful nexus that puts profits before patients. In this compelling clash of good vs. evil, Prakash’s quest to truth raises hope for the common man to be more aware and vigilant in a world where everyone is at the mercy of medicines and vaccines.

Talking about his debut series, Riteish Deshmukh said, “It’s exciting to venture into the world of digital streaming. When you’re entrusted with a compelling story like Pill, there’s a huge responsibility to do justice to it. It’s intriguing to learn about the complexities behind something as seemingly simple as a pill that impacts our daily lives and well-being. Being a part of this journey has been incredibly enlightening. Working alongside visionaries like Raj Kumar Gupta and Ronnie Screwvala, who have poured their hearts into this project, is a true honour. Prakash Chauhan is a character of both simplicity and strength, and I am confident that his fight against the corrupt pharma players will resonate with the audience.”

Ronnie Screwvala, also shared, “We’ve worked hard to bring an original and thought-provoking concept and story like PILL that explores untold landscapes and asks crucial questions. With PILL, we aim to entertain as well as increase awareness amongst people. Riteish brings his unparalleled acting prowess to the series, making his digital debut even more exciting. And as always, it is a pleasure working with Raj who has helmed this one with his thrilling expertise. Lastly the show’s release on JioCinema allows us the widest audience reach and together we look forward to bringing this powerful series to screens far and wide.”

Raj Kumar Gupta commented, “Celluloid has always been my medium of expression as I’ve made films across genres to bring different stories to my audiences. And now, I am looking forward to experimenting with the long format on OTT. A story like ‘Pill’ needed to be told through a longer format and I am glad to be collaborating with JioCinema to tell this story. It has been a great experience working with Riteish, Ronnie, and the entire team on this one. We all are looking forward to bringing this story to audiences.”

The post JioCinema Premium unveils the trailer of ‘PILL’, showcases the dark underbelly of the Pharma Industry first appeared on Approach Bollywood.