Advanced Television

Indian short-format video app Mitron launches categories

September 9, 2020

Indian short-format video app Mitron has become the first in the space to introduce categories. As a result, Mitron will provide a bespoke service that matches categories based on the talent of content creators to specific interests of viewers. On the app users will now see content organised in affinity-based categories, enabling them to discover content of their interest with one click. Content creators, based on their skillsets, will be able to create an engaged community of followers. Categories thus enable users to enjoy greater control over the content they view, whilst also providing a fillip to content distribution, by ensuring that the right content is discovered by the right audience. The app downloads have crossed 35 million on the Android play store.

To begin with, user generated videos have been mapped against 15 categories such  as entertainment, food, funny, sports, travel and nature, education, motivation, devotion, dance, lifestyle, music, health and fitness and pets, amongst others. This will offer an experience that is unlike the typical user experience on short video apps, where users do not necessarily discover videos that have a perfect match with their interests and content creators do not always get the exposure they deserve among the audience that appreciate such content. Mitron app will keep adding more categories for skillsets; enabling more Indian talent to find their following. Going forward Mitron plans to build strong and vibrant micro-communities around categories and give each category a life of its own; content creators and distributors finding an audience that is relevant to them and is invested in them.

Shivank Agarwal, Founder, Mitron TV said, “With this launch, there’s finally a home for new local independent voices to build, share and inspire audiences in the farthest corners of the nation. This is going to transform how short video content is organised and discovered. Our aim has been to promote and give our content creators an opportunity to showcase their skills to a Bharat audience that is interested in their content. One click is all that it will take to make the match happen. We will grow every category on Mitron into a community of passionate content creators and their followers. The possibilities here are endless, based on the talent of creators and the interest of users. This will be a game changer in the space.”

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