After the success of Tiktok and other small video apps, Chinese smartphone manufacturer Xiaomi has decided to take a leap in the mix. Not to introduce a new app in the same category, Xiaomi decided to collaborate with Firework, a short video platform to show its videos on the Mi Video app.
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As part of the deal. Firework will show its 30-second videos across 38 categories. This includes travel, fitness, social, and beauty. Firework launched the app last year that lets people shoot full-screen videos that can be played in portrait and landscape mode without a glitch.
CEO of Firework India, Sunil Nair told The Next Web that the company discourages lip-synced videos but welcomes the original content by creators. It has a sound base of viewers as the company distributes its clips to more than 120 partners around the world.
Mi Video was launched in India in May 2018 and made partners with local streaming services like SonyLIV, Hungama Play, Voot, AltBalaji, Zee5, and Viu. The streaming service is only available to Xiaomi phone users through MIUI.
Firework said it’s also looking for avenues to enable discovery of the local language content. The company has also partnered with professional creators and studios to devise ‘original miniseries‘.
With many populations of the world in quarantine due to coronavirus outbreak, it seems imminent that we will see a rise in such services.