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IIT Bombay and IIM Calcutta alumni launch user-led video platform, Adractive

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IIT Bombay and IIM Calcutta alumni launch user-led video platform, Adractive

Adractive, a startup based out of Mumbai aims to revolutionise the way we consume content, especially entertainment. Started by IIT Bombay and IIM Calcutta Alumni, Adractive, one of India’s biggest digital video platforms launched on March 1, provides top rated entertainment videos for consumption.

People and artistes can now join the platform and upload their videos which could range from comedy to songs, films, wildlife and even satire. In turn, people will get to watch top user generated content and rate them too. Through Adractive's technology, all videos will be given a priority order based on user ratings and user profile and only the top rated videos will be shown to people. Any video, whose rating falls below a certain number, will become inactive. 

Currently, there are two types of video wars taking place in India, one is for user generated content, (e.g. Youtube and Facebook) and second is with curated entertainment content such as TV shows and movies (e.g. Amazon Prime, Netflix, Hotstar and Voot etc.) Adractive plans to combine the best features from these two models and launch entertainment content which is combination of user generated and curated, but whose fate is decided by the people. People rate the videos which they watch and rate it on a scale of 0 to 5. 

Founder Kanik Arora says, "When you look at user generated content in India, discovery is a big problem, hence users search and watch 20% of the 'popular' content 80% or more of the time. We have created a platform which is curated and presented on basis of user preferences, and user ratings, while ensuring any content that falls below certain average rating becomes inactive. People are asked to rate the videos they watch, which helps us keep only the best content on our platform. Our algorithm takes into account a number of other parameters other than user preferences and average ratings as well."

Artistes, singers, comedians, professional video makers or anyone who wishes to show his/her talent can also upload their video on the platform, and they can earn based on number of views of their video. 

Going forward, the platform’s philosophy is to provide an exciting user experience. “We will continue to build services keeping our focus on users in mind,” adds Arora.

Launched in October 2016, the company has over 6,000 registered users. The application is currently only available on android phones.


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