By B B Nagpal
A short video app ‘MX TakaTak’ has become a window to some rare talent for content creators, providing a world-class home-grown platform that brings together India’s short video frenzy users and short-form content across genres such as Dialogue Dubbing, Comedy, Gaming, DIY, Food, Sports, Memes and many more.
Launched by MX Player, within weeks of its launch MX Takatak is host to over one million digital influencers including audience favourites like Jannat Zubair, Nisha Guragain and Gima Ashi, who have all chosen to be a part of this large community.
Every content creator on the platform gets access to a wide variety of content creation tools like a well organised and exhaustive background music library, advanced beautification tools, new and innovative effects/filters, sound mixing, voice-over recording and much more.
MX Player in a statement said Takatak has raised the bar for mobile-first content creation tools within the app, which has opened a new world of endless possibilities for its influencers. The brand believes that the key to succeeding in this space is empowering creators with the best tools to unleash their creativity and to then find the right fit for the content with the appropriate audience community i.e. giving a personalized feed to all its users.
Speaking about the same, MX Player CEO Karan Bedi said, “India’s millennials consume video more than any other form of digital content on a daily basis. MX has always been on the forefront of innovation in this space and has now extended this to a short video, which helps this mass of creative talent pave their way to unleash their skills, increase interaction with their followers, and scale the heights of fame and eventual fortune. Our youth wanted a home to satiate their diverse content creation & consumption needs and MX TakaTak is a part of our effort to empower this incredibly talented & relentless generation to create & enjoy ‘micro-moments’ that would power the next big wave of digital content consumption in the Indian market.”
A recent eMarketer forecast says India is likely to overtake the US in terms of time spent on digital videos in 2020. Currently, adult Indians spend over two hours daily watching digital videos, which will go up to 2 hours 21 minutes by the end of the year. The rise of the short video is a major contributor to this growth.
Elaborating on the same, MX Player COO Vivek Jain said, “With MX TakaTak, we want to give content creators and digital enthusiasts a fun space to experiment and build their own success stories. Our vision is to create a community that empowers hundreds of millions of Indians with a set of tools to express themselves freely. We’re already home to over 1Mn content creators and have received great feedback from our users. We are now looking forward to welcoming new talent and more influencers in the weeks to come; we’d like to help them hone their talent and inspire them to have a career as a digital influencer.”
MX Takatak already has over 30 million video uploads and enjoys a 4.3 Star Rating on Google Play. On iOS, it ranks number 1 in the top free apps category.
BB Nagpal is a reputed Journalist, Visiting Professor (Media, PR and Cinema Studies), Film Critic for the past 51 years. He retired as Chief of Bureau of United News of India (UNI) after more than 36 years of service in November 2005 and was founder Chief Editor of the Lok Sabha TV channel