Dubai-based SynProNize has signed a deal with evision, the media and entertainment division of e& life (part of e&), for seven top-rated MX Player original series. The deal gives evision the exclusive SVOD rights for the MENA region. SynProNize is the exclusive licensing representative for the entire catalogue of MX Player’s original content in MENA, Africa, Pakistan, Turkey, Eastern Europe and former USSR countries and Russia.
Nitin Michael, Cofounder of SynProNize, stated: “SynProNize believes strongly in the potential of high-quality digital Original content and sees a great fit for it with evision’s premium content viewers from the MENA region. Licensing such Originals, especially creative award-winning series from MX Player such as 'Dharavi Bank', 'Roohaniyat', 'Aashram & Matsya Kaand' helps us build both awareness as garner revenues for this type of content. As the exclusive licensing agent for MX Player’s Originals, such deals will only help SynProNize strengthen this partnership further.”
The Hindi dramas are: "Dharavi Bank" that narrates the story of a cop trying to topple a powerful gangster. It has premiered in the MENA region on Etisalat UAE, branded as Etisalat by e&’s platform, eLife TV. "Roohaniyat", a romantic mystery drama starring Arjun Bijlani, Kanika Mann, Smita Bansal and Aman Verma. "Aashram", directed by Prakash Jha, is a story about a Baba who has overpowered the minds of all the people in Kashipur and has risen to a godly status. "Matsya Kaand" is a story of an honourable con artist – Matsya Thada (Ravii Dubey) who conducts his kaand with aptitude, intelligence, and charm rather than using his brawn.
Also, in the deal are the following series: "Thinkistan", set in Mumbai in the 1990s. The show focuses on an advertising agency, MTMC agency which goes through a series of conflicts of North vs. South, Hindi VS English and much more. "Pawan & Pooja" is a story which traces the lives of three couples – all coincidently named Pawan and Pooja, who at different stages of their lives and discover that their love is indeed conditional, breakable, and questionable. "Queen", directed by Gautham Vasudev Menon and Prasath Murugesan, the title brings to life the story of Shakthi Sheshadri.
MX Player’s Chief Executive Officer, Karan Bedi said, “Our association with SynProNize to license our blockbusters to evision in the MENA region assures that we team up with the best in the region to showcase our top-rated library of web series. The MX Original Series, 'Dharavi Bank', 'Aashram,' 'Roohaniyat', and 'Matsya Kaand' have received a phenomenal response in India, and we're thrilled at the opportunity to also entertain masses across borders. Hindi dramas are a rage in the MENA region, and we're certain that the MX Original Series will create its own following among viewers. With MX Player being the third most downloaded app worldwide (Source: 2023 Data.ai Report), we're committed to creating superlative content in diverse genres to entertain the Indian diaspora all around the world.”
Olivier Bramly, CEO of evision said, “evision is all about bringing the best in entertainment to the region, and with the huge appetite for Indian content with the large population from the subcontinent in the Middle East and UAE, this collaboration with SynProNize will aim to bring the best and the latest from the Indian entertainment industry. This is in line with our commitment to elevating the customer experience so that our viewers have the best content to watch anytime and anywhere.”