For a journalism graduate, running the News Campaigns for the General Elections of the World’s Largest Democracy is a dream. Thanks to the empowering team at MX Player in US, I got to live the dream in the very first year of my employment.
The Indian general election is known for being the largest democratic exercise in the world.
In the spring of 2019, when the country embarked on a six-week-long vote to fill the seats of the lower house of the parliament, a staggering 900 million people were called to the polls and the voter turnout was pegged at an all-time high of 67%.
MX Player in US has a large catalogue of LIVE channels. With 200+ channels across various genres of News, Movies, Music, Entertainment gave this breakout OTT a wholesome experience for users in all prominent languages in India.
MX Player in US had realised early that Elections were a great way to engage the Audience.
By the end of 2018, after the Vidhan Sabha Elections in 5 states i.e. Madhya Pradesh, Rajasthan, Chhattisgarh, Telangana & Mizoram, everyone at MX Player in US had realized that elections were a great way to engage its audience by bringing the news of their own city & state right onto their fingertips.
This is what the popular research study groups later found as well:
“When we delved deeper into the types of content that attracted higher levels of audience engagement (during Indian Elections), we found that video narratives, in general, fared better.” said Nieman Lab in a Research Study
Furthermore, here is how many viewers tuned into YouTube Livestreams during the Elections.