MUMBAI: Streaming is going prime time. Amazon MX Player, Amazon’s free video service, has joined hands with Sony Entertainment Television to take its buzzy new reality series Rise and Fall to a wider audience.
In a first-of-its-kind distribution pact, episodes of the show will drop daily at noon on Amazon MX Player before hitting Sony TV at 10:30 pm, giving viewers the choice of mobile-first streaming or traditional appointment viewing.
The gamble seems to be paying off. According to Ormax Media, Rise and Fall was the most-watched show in its launch week. Hosted by Ashneer Grover, the show packs 15 celebrities from across entertainment, sports and music into a towering set split between extremes: a penthouse for the “Rulers” and a spartan basement for the “Workers.” Contestants shuffle between privilege and hardship, testing their wits in a battle of ambition, survival and strategy.
Amazon MX Player, director & head of content, Amogh Dusad called the partnership “a cultural moment,” adding that the bold and disruptive format deserved the widest possible reach. Akshay Agrawal of Sony Pictures Networks India said the tie-up reflects Sony TV’s mission to bring “unique and compelling” formats to millions of households.
The show has also lined up big-brand backers, with Lux Cozi, Orient Electric, Haier, Pintola and Avvatar Whey Protein among its sponsors.
New episodes of Rise and Fall stream daily for free at 12 pm on Amazon MX Player, available via the MX app, Amazon shopping app, Prime Video, Fire TV and Airtel Xstream and air at 10:30 pm on Sony Entertainment Television.
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