Asia’s MM2 preps shortform VoD

Asian producer MM2 Entertainment is preparing to launch a shortform VoD platform dedicated to Mandarin-language content.

Chang Long Jong

mPlay is a free-to-use, multi-region streamer that will target young professionals seeking fun and informative videos that fit their fast-paced lives and flexible consumption habits.

It will initially feature original productions from its key markets, Singapore, Malaysia, Hong Kong and Taiwan, with Chinese content being added further down the line.

mPlay is scheduled to launch in the third quarter of this year with a catalogue of more than 500 episodes of original shortform content, with new shows added each week.

Each programme will be less than five minutes in length. Topics includes human-interest stories, travel and leisure, food, lifestyle and entertainment, as well as live-streamed events with user interactivity built in.

The content will be produced in Singapore, Malaysia, Hong Kong and Taiwan, with the goal being to create comparative content highlighting the similarities and diversity in the lifestyles and cultures of these regions.

Chang Long Jong, CEO of MM2, said: “We are very excited to launch this new platform to meet the rapidly growing demand for mobile entertainment content. This growth trend is expected to continue, with more consumers actively seeking and sharing relevant and engaging shortform videos that are easily accessible on their mobile devices.”