Platform for Chinese-Language Short-Form Content Set for Q3 Launch


Singapore’s mm2 Entertainment is gearing up to launch mPlay Asia, an ad-supported streaming platform for Chinese-language short-form content, in the third quarter of this year.

Announced at ATF in November 2019, mPlay will target “young urban professionals seeking fun and informative videos that fit their fast-paced and flexible consumption habits.” It will initially feature original productions from Singapore, Malaysia, Hong Kong and Taiwan and will later add content from China.

The company has planned a pipeline of more than 500 episodes of original short-form content for the year, with new shows being added weekly. Each episode will be under 5 minutes in length, exploring human interest stories, travel and leisure, food and lifestyle, trends, entertainment news and live-streamed events with user interactivity functions.

“mPlay’s launch in Singapore will provide more entertainment options for consumers and add to the diversity of Singapore’s media landscape,” said Howie Lau, assistant chief executive for media and innovation at the IMDA, which has awarded the new service a niche television license to deliver content via OTT. “We welcome media players to use Singapore as a launchpad to regionalize their businesses and test-bed new technologies and solutions for media players.”

“We are very excited to launch this new platform to meet the rapidly growing demand for mobile entertainment content,” noted Chang Long Jong, group CEO at mm2 Asia. “This growth trend is expected to continue with more consumers actively seeking and sharing relevant and engaging short-form videos that are easily accessible on their mobile devices.”