ManoramaMAX: A Beacon of Hope Amidst Industry Transformation, Uniting Malayalis Worldwide.
From the gorgeous state of Kerala - God's Own Country
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Kerala is poised to make waves in the digital entertainment realm with the launch of CSpace, India’s inaugural government-backed streaming platform.
“CSpace is essentially a response to the growing imbalances and multifarious challenges in the OTT sector in terms of content selection and propagation,” said Shaji N Karun, noted film director and Chairman, Kerala State Film Development Corporation (KSFDC), at a press conference here.
CSpace is managed by KSFDC, a state-owned company entrusted with the promotion of Malayalam cinema and industry, on behalf of the Department of Cultural Affairs, Government of Kerala.
ManoramaMAX clinched yet another prestigious national accolade, securing the Internet and Mobile Association of India (IAMAI) award for the Best Regional OTT in India. This latest triumph occurred at the 14th India Digital Awards hosted by IAMAI in Mumbai on March 1st ‘24.
^ Malayalam Manorama is one of the leading newspapers (readership of ~ 8 million) published in the Malayalam language (Malayalam is a Dravidian language spoken in the Indian state of Kerala and the union territories of Lakshadweep and Puducherry by the Malayali people. It is one of 22 scheduled languages of India). Malayalam Manorama is the most popular Malayalam newspaper in terms of readership and the fourth most popular newspaper in India. The Kottayam (in the South Indian state of Kerala - close to 100% literacy rate located in the south west of India as shown on the map below) headquartered Malayalam Manorama Company is the publisher of the paper.
Today the Malayala Manorama media conglomerate offers newspapers, TV channels, a comprehensive Manorama Online web site & a fast growing OTT platform, ManoramaMAX to it’s loyal Malayali audience in India and overseas.
We want to stress the importance of the global Malayali (23% of the visitors on Manorama Online are from the UAE as per SimilarWeb) and how they view the Manorama media engine as their go to source for everything linked to their home state, Kerala.
Manoramaonline still uses the Brightcove video streaming technology (I used to lead Brightcove in India and Malayala Manorama was amongst the first few deals that we sold) and during my sales pursuit I was told that “Malayala Manorama is a Malayali’s Google”! Go ahead and check out the video below to view the playback experience on Manoramaonline.
^ 32 million views on manorama online over the past 1 month across mobile and desktop.
Today’s program:
ManoramaMAX
My Views
And….Action!
ManoramaMAX
ManoramaMAX was the first ever exclusive OTT platform for Malayalam language content, launched on September 1, 2019, under the MM TV banner.
The app combines the offerings of Mazhavil Manorama (24x7 free to air, general entertainment channel) and Manorama News (24x7 free to air news channel), both owned by Malayala Manorama.
Since its inception, the platform has become a comprehensive digital destination, offering a diverse range of content, including movies, shows, fiction, original productions, music, and live news.
With an impressive library of over 400 movies, it caters to the entertainment needs of a wide section of audience.
ManoramaMAX stands out as the pioneering OTT platform in Malayalam, seamlessly integrating news and entertainment content.
On subscribing to the premium option on ManoramaMAX, you get to watch movie premieres every month before they are aired on TV. You can even watch the current shows on Mazhavil Manorama prior to TV on the same day for almost all shows. They also bring to you MAX Originals.
Notably, it has been honoured with the Exchange for Media Play Streaming Award for Best Regional OTT Platform for four consecutive years.
Additionally, manoramaMAX’s illustrious journey has been further highlighted by numerous accolades at the Pepper Creative Awards, renowned for honouring excellence within the advertising industry.
The international annual plan is $24.99 and subscription per year in India is at Rs. 899.
My Views
The Indian media & entertainment industry has recently witnessed a significant transformation with the collaboration between Disney Star and Reliance Jio, potentially controlling half of the Indian streaming market. Amidst such monumental shifts, Malayala Manorama and its OTT platform, ManoramaMAX, stand as beacons of hope for language-specific OTT platforms across the country.
With a niche market and a fiercely loyal customer base, these platforms exemplify the importance of catering to regional preferences and sustaining diversity in the media landscape. To ensure the vitality of the Indian media industry, it is imperative for platforms like Malayala Manorama to continue expanding and innovating, offering diverse content themes, exclusive movie premieres, and exploring various business models.
Malayala Manorama holds a unique position in the media landscape by offering live news, entertainment, and original content on a single OTT platform. Its ability to showcase content digitally before TV, along with catch-up features, empowers its ad sales teams to bundle sponsorship and advertising inventories across print, digital, and linear television. This integrated approach not only provides a comprehensive marketing and outreach strategy for brands and advertisers in India but also extends its reach to the Gulf countries, home to a significant Malayali diaspora of 3.5 million individuals.
By leveraging this multi-platform presence, Malayala Manorama maximizes its engagement with audiences across various channels and geographies, fostering stronger connections with its target demographic.
Malayalis have long associated Malayala Manorama as their primary source of information, often referring to it as their "Google" or dictionary. The platforms offered by Malayala Manorama, including its OTT platform ManoramaMAX, serve as the first port of call for Malayalis seeking news, information, and entertainment related to Kerala, India, or even global events.
This deep-rooted trust and reliance underscore the integral role Malayala Manorama plays in the lives of Malayalis, serving not only as a media outlet but also as a cultural touchstone and a vital part of their daily routines. As the digital landscape evolves, Malayala Manorama continues to uphold its reputation as a trusted source, adapting to changing preferences while maintaining its commitment to serving its audience with integrity and excellence.
That’s all for today folks. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues.
The OTT content of the week is 12th Fail on Netflix, which is based on the real-life experiences of Manoj Kumar Sharma, who overcame countless adversities to become an Indian Police Service officer, by clearing one of the most competitive exams in India. The film is adapted from Anurag Pathak's non-fictional biographical novel about Sharma's life. Clear message - Never, ever give up and don’t let failure deter you; eventually you will win! Must watch for Vikrant Massey’s portrayal of Manoj Kumar Sharma - the movie is produced, directed and written by award winning director Vidhu Vinod Chopra.
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