Amazon execs reveal more details about forthcoming microdrama platform MX Fatafat in India

Left to right, Vivek Couto, Gaurav Gandhi, Nikhil Madhok and Amogh Dusad

Amazon has revealed more details about its forthcoming microdrama platform MX Fatafat, which will launch in India later this year.

Speaking at APOS Bali in Indonesia, Amogh Dusad, director and head of content at mobile streamer Amazon MX Player said the platform will offer vertically-shot series featuring 80 to 100 episodes that are one-to-two-minutes long.

Dusad said it will cater to viewers who primarily use mobile devices and are seeking quick entertainment during brief moments throughout their day.

Characterised by fast-paced, concise, soapy storytelling, with videos usually one to two minutes long, microdramas have caught fire on platforms such as Chinese short video app Kuaishou as well as US-based ReelShort.

“MX Fatafat is a fresh approach, requiring unique writing and production methods, and we are looking forward to launching it later this year,” said Dusad.

Gaurav Gandhi, VP of Asia Pacific and MENA at Prime Video said MX Fatafat will allow Amazon MX Player to work with a new wave of first-time creators by co-creating content with emerging talent.

It comes amid the growing global popularity of microdramas on specialist streamers and social media platforms, fuelled by a wave of new production tools and services, many of which make extensive use of AI.

Amazon operates both Prime Video and Amazon MX Player in India, with the two services catering to audiences at home and on the move.