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In a first, MX Player & ALTBalaji partner to launch a game linked to a reality show

MX Player and ALTBalaji have announced a new reality show, ‘Lock Upp: Badass Jail, Atyaachari Khel’, which will put together 16 controversial celebrities in a lock-up for months, stripped of all amenities. The show will be hosted by Kangana Ranaut.

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Both 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’ (informant) to some of them. Produced by Endemol Shine India, the show will premiere on MX Player and ALTBalaji on February 27, 2022.

Speaking on the association with ALTBalaji, Kangana Ranaut and Ekta Kapoor, Karan Bedi, CEO, MX Media, told Adgully, “It has been a very exciting partnership for us. We have partnered with ALTBalaji for different things in the past few years and we are very comfortable partnering with them. Ekta Kapoor has disrupted this business multiple times over her 28-year old career. She has done this many times and this concept is super exciting and we think that she is the right person for this. In today’s culture, transparency and reality have taken a front step compared to five years ago, so who better than Kangana to play the role of the show’s host.”

Elaborating on how the association with MX Player fructified, Zulfiqar Khan, COO – Group, ALTBalaji, shared, “We are the first in the world to launch a game which is linked to a show and this will be a strong ride for us. When we embarked upon this, its was a very big project for us. Both Karan and I think alike, we both want to disrupt things and change the ecosystem, so when likeminded people meet, magic happens.”

Elaborating further on what will keep the audience hooked to Lock Upp, MX Player’s Karan Bedi said, “For the first time, a reality show is actually reflecting reality. It has been two years since we have been locked up in our homes and to get locked up in a house is no longer innovative. Secondly, life and culture are changing, what was always about fantasy is becoming a little bit more about reality and we want to give our consumers more – in terms of interacting, playing, predicting, participating, etc. This will not only be as an episode on MX, but you will also see the livestream and gaming avatars.”

Speaking about the game, ALTBalaji’s Zulfiqar Khan said, “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.”

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