Aamir Khan Productions and Excel Entertainment have joined forces to launch a premium microdrama platform. The short-form entertainment market is growing and this marks the entry of star Aamir Khan, and producers Ritesh Sidhwani and Farhan Akhtar into this world.
The platform will take support from the existing intellectual property (IP) libraries of both the production houses and invest in the development of original content shaped specifically for the microdrama format. Since it is a premium platform, the venture will focus on professionally produced content with importance given to story-telling and quality. The new platform is also in the process of signing exclusive content partnerships with prominent YouTube and digital creators. The venture has appointed a prominent telecom partner which is expected to help in the distribution and facilitate access to a wider consumer base.