Amazon is rebranding its free ad-supported streaming service, miniTV, to Amazon MX Player after acquiring significant assets from the rival platform MX Player, according to a report by moneycontrol.com. This strategic move marks a major step in Amazon’s expansion into India’s competitive streaming market.
Following the acquisition, Amazon updated the miniTV account on X (formerly Twitter), reflecting its new identity as Amazon MX Player. The updated bio emphasizes the service’s availability across multiple platforms, including the Amazon shopping app, Prime Video, Fire TV, Xiaomi Smart TVs, Google TV, the Play Store, and the App Store. However, the miniTV website and mobile app still display the original branding, suggesting a transition period before the full rebranding takes effect.
An Amazon spokesperson confirmed the acquisition of MX Player’s assets, which include its apps and select content. The spokesperson expressed excitement about integrating MX Player’s vast content library into miniTV’s existing offerings and hinted at the introduction of new features and titles in the near future. The deal, valued at under $100 million, signifies a sharp decline from MX Player’s $500-million valuation in 2019, when it raised $111 million from Tencent.
The rebranded service will also stream new original content, including the upcoming romantic series, Ishq In The Air, set to debut on September 20. The show, produced by BBC Studios India, follows the love story of Naman and Kavya, played by Shantanu Maheshwari and Medha Rana, as their lives intersect in a serendipitous meeting at an airport.
Amazon’s interest in acquiring MX Player first surfaced in early 2023, but initial talks were paused in July. The acquisition was finalized recently, consolidating Amazon’s position in India’s growing digital entertainment space.
Summary:
- Amazon is rebranding its miniTV streaming service as Amazon MX Player after acquiring key assets from MX Player.
- The acquisition deal, valued at under $100 million, integrates MX Player’s content into miniTV’s platform, with new titles and features expected soon.
- Ishq In The Air, a romantic series produced by BBC Studios India, will premiere on Amazon MX Player on September 20, marking a key content launch for the rebranded service.