MX Player,ALTBalaji rope in Kangana to host reality show Lock Upp:Badass Jail,Atyaachari Khel from Feb 27


By Rajesh Ahuja

After keeping viewers engaged with thrillers like Matsya Kaand and Bhaukal2,  MX player has joined hands with streaming platform Alt Balaji for the biggest and the most fearless reality show - Lock Upp: Badass Jail, Atyaachari Khel., that streams on MX player and Alt Balaji from February 27.

To be hosted by Bollywood diva Kangana Ranaut,  Lock Upp: Badass Jail, Atyaachari Khel will see 16 controversial celebrities, put together in a lock up for months and stripped of their amenities, engaged in a race for survival .

Produced by Endemol Shine India, Lock Upp: Badass Jail, Atyaachari Khel promises to be an engaging captive reality show and the perfect amalgamation of entertainment with all the ingredients that will keep viewers glued to their seats- A daring celebrity host, compelling tasks, dramatic fights, and an interesting mix of contestants who will do anything and everything to survive in the jail .

At the press conference, Karan Bedi, CEO - MX Media along with Content Queen Ekta R. Kapoor announced the feisty Kangana Ranaut as the host for this first of its kind format. Also gracing the event were ALTBalaji Group COO - Zulfiqar Khan, Nikhil Gandhi - COO, MX Media and Mansi Shrivastav, SVP and Head – Content Acquisitions, MX Player who were present while unveiling the logo of this dynamic show.




MX player, Alt Balaji rope in Kangana to host fearless reality show Lock Upp 



Addressing the press conference,  Kangana Ranaut said that she is thrilled to make a foray in the OTT space with such a brilliant concept.

'I am thrilled and excited to foray into the OTT with such a unique and brilliant concept. The scale and reach of both ALTBalaji and MX Player are massive. I am sure this show will give me a great opportunity to get in touch with my fans and entertain them as the host of Lock Upp.

I want to thank the boss lady Ekta for always being by my side. She has always been someone I admire and respect a lot. I am glad that she is there with me for my OTT debut as well. To all my fans out there, get ready for the most FEARLESS show ever,'Kangana Ranaut said.

Speaking on the launch of the reality show,  Content Czarina Ekta R. Kapoor said
that it has all the elements that make for an entertaining reality show.

 “I am glad to announce India’s biggest and the most fearless reality show Lock Upp hosted by the powerhouse of talent and the dynamic Kangana Ranaut. Kangana has been a very dear friend, I am glad to support and congratulate her on her first digital debut.

Lock Upp is being launched on a massive scale and has all the elements that make for an entertaining reality show. The concept of the show is brilliant, and I am sure that it will captivate the viewers and set a new-standard for reality shows. I am also glad that MX Player has partnered with ALTBalaji. I wish the team the very best and I am sure they will create history with Lock Upp and that it will be a roaring success,'Ekta Kapoor said.

Addressing the press conference,  Karan Bedi, CEO - MX Media said, “MX has always been a market disruptor - our user first approach to create product and content experiences that appeal to our huge audiences’ segments has made us India's largest entertainment platform today. Lock Upp is yet another step in disrupting the Indian entertainment ecosystem as it is designed as a digital first non-fiction offering that will release on a scale that is unprecedented for India. We are excited to collaborate with ALTBalaji and with one of India’s finest actors - Kangana Ranaut.”

 Speaking about the new show, Nikhil Gandhi, COO – MX Media said, “At the heart of MX Player’s success lies the ‘Global Indian’ consumer and we have constantly been working towards creating content as per consumer preferences, especially given the large user base of over 300Mn globally spanning across the US, UK, Middle East South East Asia and more that we cater to on our platform. There is a lot of potential for an edgy, larger-than-life, captive reality show that Lock Upp is.  And, with India's favourite Queen, Kangana Ranaut as the host and sixteen incredibly popular contestants who will do anything and everything to survive in the jail - we believe this format will surely be an audience favourite."

 On the content partnership with ALTBalaji, Mansi Shrivastav, SVP and Head – Content Acquisitions, MX Player said, “MX Player's content design focuses on building a bouquet of engaging and entertaining offerings for our diverse audience and the biggest pillar of our content creation philosophy is our partnership with content creators and aggregators. To bring alive this unique captive reality series, we are thrilled to partner with ALTBalaji, one of the leading content creators in our country. Together, we share a belief in consumer obsession and with this unconventional nonfiction offering - we are hoping to win millions of hearts.”

ALTBalaji Group COO Zulfiqar Khan also announced that ALTBalaji will also introduce the world’s first fantasy metaverse game based on reality show. An innovation like this which is one of a kind and for the first time in India, this game will be introduced with Lock Upp where the audiences can play real and win real.

Speaking about the game, Zulfiqar Khan, said, “ALTBalaji is proud to be the first in the world to launch a metaverse game that is based on a reality show. Gaming enthusiasts around the world can explore this fantastic world that we are creating with elements of blockchain and NFTs. It is going to be a very exciting release and will introduce the viewers to the dynamic world of Lock Upp."

 
MX Player and ALTBalaji will livestream this show 24x7 on their respective platforms and will have the audiences interact directly with the contestants. The audiences will be empowered to punish or award their chosen contestants and even play ‘Khabri’ to some of them.

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