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Filamchi inks strategic partnership with Chingari

The Bhojpuri film channel’s world television premiere, Loha Pahalwan, was live-streamed on the app for the first time

Filamchi, a Bhojpuri movie channel from the house of In10 Media Network, has signed a strategic partnership with Chingari, a homegrown short video app, for the live streaming of its world TV premieres.

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For the first time in the category, a regional movie channel has tied up to live stream movie premieres on the short video app Chingari to strengthen its presence in the market. The association commenced with the premiere of Loha Pahalwan, which was live streamed on Chingari. The tie-up marks a first in the genre as a TV channel and short-video platform will integrate to enhance a multi-viewing experience for the audience.

Sumit Ghosh, CEO and Co-founder, Chingari, said, “This is one-of-its-kind collaboration where a film will be premiered and made available to the audience through not just TV channel, but also through short-video platform, i.e. Chingari, which will expand the audience base. It will provide a new way of live streaming films in the current digital world. Evolution is key and Chingari aims to continue collaborating and evolving the space of digital media to the best of its capabilities so that the audience and creators both benefit from it.”

Vinita Shrivastav, AVP, Marketing of In10 Media Network, said, “The Bhojpuri market has the potential to grow as the audience seeks more localised and relatable content. In today’s multiscreen world, we need to be omnipresent to reach out to our viewers and let them experience content across platforms. The association will help the platforms in increasing their audience base and engaging them across Bhojpuri movie fans."

Deepak Salvi, Co-founder and COO, Chingari, said, “The contest on Chingari is to provide an overall benefit to both the film creators and the Chingari creators. Chingari being Bharat ka super entertainment platform will provide an expansion base for good content and talent both. Pawan Singh is one of the most renowned actors of Bhojpuri cinema and hence it is authentic entertainment being made available for our audience along with a chance to win huge cash prize.”

The live streaming is supported by a dialogue challenge #mainbhifilamchi where Chingari users can create interesting videos on Pawan Singh’s damdar dialogues from the movie and participate in the contest to win 20 lakh Chingari coins. Further, the contest will be promoted on-air and on social media to get maximum participation. The Chingari team will also promote the movie through various content formats such as teasers, promos, etc.

The movie was aired on May 22, at 1 pm on Filamchi channel and Chingari app.

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