Firework inks global strategic partnership with Xiaomi, to now power Mi Videos

Silicon Valley-based short video network Firework has entered into a global strategic partnership with global technology leader Xiaomi.

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Firework's catalogue of short 30-second stories across 38 categories will now be available to the users of Mi Video, which is now available on Xiaomi smartphones. This extends Firework's Reveal technology that allows videos to have a 360-degree, horizontal and vertical point of view to Mi Video users.

Xiaomi’s operating system built on the Android system, MIUI, is a popular custom android ROM with 291 million active monthly users worldwide and Mi Video has a massive daily user base across major markets like India, Indonesia and Russia. According to IDC Quarterly Mobile Phone Tracker, Q4 2019 Report, Xiaomi remains the top selling smartphone manufacturer in India for 10 consecutive quarters, with 29% market share in Q4 2019.

Firework will enable discovery of content in local languages in India and in Russian and Indonesia Bahasa by working with creators and storytellers in respective countries.

With more and more users watching video content on the go, and switching to shorter formats that enable them to enjoy a variety of genres without committing to any one show, Firework's value proposition is a perfect fit for one of the fastest growing brands in the mobile handset space.

Wang Dong, Deputy General Manager, Internet 4th Department of Xiaomi Corporation, said, “We are thrilled to have Firework as our partners in Mi Videos. Our endeavour is to offer premium quality, curated videos to our users and Firework adds tremendous value to that. Firework being a global, responsible brand offers us a video ecosystem that is safe and offers an enriching experience for our users.”

Sudarshan Kadam, Head of Partnerships and Growth, Firework India, said, “The alliance with Xiaomi is yet another game-changing development in the short video space and is in line with our strategy to be present at destinations that already have a massive captive audience. We are thrilled with this collaboration and the prospect of addressing a premium audience that are Xiaomi phone users. Our philosophy of providing brand safe content ensures that the users get enlightened and entertained with our curated content. As we build our network, we are sure this alliance will benefit the entire short video ecosystem on our platform."

With Firework’s comprehensive active human moderation system and curation, the platform ensures that videos that are published through the Firework feeds are safe for consumption by everyone. Firework ensures a multi-layer moderating process that includes AI and human intervention that ensures that no unwanted content is visible to the consumers. This has been a very attractive proposition to a lot of advertisers who have been exploring ways in which short videos can be used to reach out to their audience using authentic stories.

Firework’s 30-second video format was launched in India in 2019. Fuelled by carefully curated creator programmes, Firework created a disruption in the OTT and mainstream media space by publishing short format news, films and entertainment over the last three months and have entered into key partnerships with the likes of Applause Entertainment, Rainshine Entertainment, Jagran group and many more. Firework has presence across over 30 apps and websites currently.

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