mPlay longs for short video to woo Mandarin millennials

mm2 Asia Ltd, the first Singapore film production to be listed on the Singapore Exchange (SGX-ST Mainboard), will debut its first content streaming services, mPlay Asia, in April next year, under its wholly-owned subsidiary – mm2 Entertainment. The free-to-use video streaming platform will be launched in key Mandarin-speaking markets – Singapore, Malaysia, Taiwan, and Hong Kong – that together have an addressable market of over 40 million viewers.

To target young urban professionals, mPlay will feature fun and informative short-form content that fit this group of viewers’ fast-paced – as well as flexible – consumption habits. With the rise of mobile video-on-demand streaming, mPlay will upload fresh and original videos between three and five minutes weekly for live streaming and viewing – thus allowing users to enjoy the content anywhere, anytime.

mPlay will also feature ‘comparative content’ to serve the commonalities and differences in the four key markets. By leveraging mm2’s regional production capabilities, as well as the group’s extensive experience in serving the regional audience, mPlay aims to produce and deliver content to the new generation of cord-cutters.

Jointly-developed with technology provider ESP xMedia, the mPlay platform will progressively develop and introduce enhanced features including personalisation, interactivity and e-commerce capabilities.

Chang Long Jong , CEO of mm2 Asia, commented: “We are extremely excited about the huge potential of mPlay Asia to engage audiences.

“The demand for quality online Chinese content continues to grow exponentially. 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.”

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