Mumbai: Amazon MX Player, Amazon’s free streaming service, has announced a landmark partnership with Sony Entertainment Television to extend the distribution of its hit reality series Rise and Fall. In a first-of-its-kind collaboration, India’s largest free video streaming platform has joined forces with a leading television broadcaster to deliver high-quality reality content at unprecedented scale across both digital and broadcast platforms.
Leveraging Amazon MX Player’s nationwide digital footprint and Sony Entertainment Television’s vast household reach, the partnership ensures that Rise and Fall will engage millions of viewers across metros as well as Tier 1 and Tier 2 cities.
Hosted by Ashneer Grover, Rise and Fall quickly emerged as the most-watched show in its launch week, according to Ormax Media ratings. The format pits 15 celebrity contestants from television, music, sports, films, and digital entertainment inside a towering structure divided between the lavish ‘Rulers’ penthouse and the stark ‘Workers’ basement. Contestants must constantly navigate shifting roles of privilege and survival, testing leadership, ambition, and strategy.
Speaking on the collaboration, Amogh Dusad, Director & Head of Content, Amazon MX Player, said, “This partnership between Amazon MX Player and Sony Entertainment Television is truly a first-of-its-kind in India. Together, we are ensuring that Rise and Fall is accessible to audiences nationwide, on both digital and broadcast. The format is bold, disruptive, and highly engaging, and we believe it has the power to spark a cultural moment for viewers across the country.”
Akshay Agrawal, Cluster Head, Ad Sales, Hindi GEC, Travel & Tourism Business, Sony Pictures Networks India (SPNI), added, “At Sony Entertainment Television, we have always championed innovative content that not only entertains but also deeply connects with millions of Indian households. Our partnership with Amazon MX Player for Rise and Fall takes that vision a step further — bringing one of the most unique and compelling reality formats to audiences across both TV and digital platforms simultaneously. This collaboration goes beyond distribution; it’s about reshaping how great stories are shared, experienced, and celebrated by millions.”
The show is backed by marquee sponsors including Lux Cozi as Co-Powered By Partner, Orient Electric as Official Lighting Partner, Haier as AI Home Partner, Pintola as Official Health Partner, and Avvatar Whey Protein as Nutrition Partner.
Audiences can catch daily fresh episodes of Rise and Fall for free on Amazon MX Player at 12 PM (available on the MX Player app, Amazon shopping app, Prime Video, Fire TV, Airtel Xtreme, and Connected TVs) and on Sony Entertainment Television at 10:30 PM.
