“The proposition of myNK is pretty novel. No other platform is offering such a service. The idea is to involve the community in promoting the film,” says Nitin, who quit his tech job in 2017 to develop the app. The driving concept behind myNK, the entrepreneur shares, was to utilise ‘blockchain technology’ in entertainment distribution. Explained simply, a blockchain facilitates transmission of data in a decentralised fashion, via cryptography. This ensures lack of piracy as well as provides transparency between creators and consumers.

Nitin first approached his school friend, filmmaker Anurag Kashyap, with the idea. The critically-acclaimed director pointed him to the lack of legally-accessible world cinema platforms in India (applications like Fandor and the Criterion Channel are geo-blocked, while MUBI offers only 30 titles a month). To ensure proper curation, Nitin enlisted the help of his co-founder and senior adman Deepak Jayaram. “We started content development in August 2018. Our focus has been on foreign cinema that’s never screened in India, or given little exposure here,” says Deepak.

Since the beta launch, films like The Student (Russian), Departures (Japanese) and several Dutch titles have performed well on the app. Other mentions include Andrea Arnold’s Fish Tank, which won the Cannes Jury Prize in 2009; Michiel ten Horn’s The Peter Pan Man (2015); and Anders Østergaard’s Oscar-nominated documentary Burma VJ (2008).

Though early analytics reveal a metro-centric audience, the developers have registered log-ins from smaller towns of India. Going ahead, Nitin and Deepak are planning to bring international film festival content directly on the app. “We have already signed our first contract with a big European festival. You will be able to see all the films that are being screened there. The Indian market, at the moment, happens to be the biggest focus for international festivals,” says Nitin.

Beyond the 200-plus films in the current library, Deepak is focused on acquiring more titles from lesser-known territories. “A majority of our content is from Europe, America, and Latin America. We are planning to expand to include other regions like Japan, depending on consumer demand,” he says.

As for exploring regional markets within India, Nitin adds, “Our focus will remain on world cinema, though there are plans to integrate local content. Conversely, the same model will be replicated in other countries looking to stream Indian films.”

Unlike subscription-based platforms like Netflix or Amazon, myNK adopts a pay-per-view distribution format, inviting users to buy ‘tickets’ for individual titles for a 48-hour period. Additionally, viewers can also opt to buy ‘reels’, letting them own a title for a limitless period. More uniquely, a ‘reel’-owner also gets a percentage share of the tickets issued on the film. This incentivised amount is added to your in-app wallet, with the remaining proceeds going to the filmmakers and distributors.

myNK comprises of a curated library currently consisting of 200+ films and growing – most of which have never before been released into India. Content includes critically acclaimed and award-winning films from festivals including Cannes, Tribeca, Sundance and Berlinale for Indian world cinema lovers for whom the realm of cinema goes beyond Hollywood and Bollywood. The mobile app will officially launch in June.

MinersINC has secured numerous content partnerships with many organisations ready to come onboard in the coming weeks. Content partners to-date include Skerritt’s Heyou Media, Fortissimo Films and LevelK ApS who join launch partners all3media, Dutch Features, ELO, The Film Collaborative, First Hand Films, Imagination Worldwide, Kew Media Distribution, The National Film Board of Canada, Off The Fence/ZDF, Wide House and Wide Management.

Nitin Narkhede (Founder & CEO) said “It’s an exciting day for all of us at MinersINC as myNK unveils a first-of-its-kind VoD marketplace that aims at empowering right-holders by liberalizing them from the past challenges of distribution into India including piracy, illegitimate reporting and revenue leakages’. In addition, myNk is the first ever VoD marketplace in India to engage its film fans and viewer community by introducing an incentivized viewing and micro-distribution business model. We are continuously working towards enhancing this ecosystem of right-holders and consumers by introducing more services that lie at the intersection of this entertainment value chain.”

Deepak Jayaram (Co-Founder) added: “What started as an idea has now turned into a movement as myNK today represents every Indian who is a fan and follower of global entertainment content. We are thankful to all our content partners for believing in our concept and choosing to be part of MinersINC. Not only have we been able to convey our brand offering through our pioneering business model, rights holders are excited about and support our unique social incentivisation and micro-distribution model, whereby fans are rewarded for their contributions, reviews, and onward-selling to other film fans on the platform. With consistent support of our partners and consumers, we will see this community grow tremendously in the years to come.”

Anurag Kashyap, acclaimed filmmaker, serves as a mentor to myNK to help curate and oversee its content ranging from high end classic film library, to undiscovered gems across different genres. His association, complemented by the participation of a host of curators and industry experts, lends further depth and breadth to the platform’s content quality and MinerINC’s focus towards exposing Indian audiences to truly inspiring works from around the globe.

Esther van Messel, Founder & CEO, First Hand Films, explained: “First Hand Films have been curating carefully and for more than 20 years the best non-fiction to be found out there – we are proud and honoured to be working with the first blockchain driven provider of selected content, opening up a new region for true stories in India. We’re curious to be working with the transparent reporting of data and learn in immediate time about trends and audiences. Happy to be digital pioneers again, and with such powerful partners.”

Doug Shinsato, CEO, Heyou Media, said: “India is one of the world’s two largest entertainment markets. With 1.3 billion viewers, India represents a huge opportunity. Heyou chose to team up with MinersINC because of their strong leadership in technology, marketing and content creation. Viewers will be rewarded for their contributions, reviews, and onward-selling to other film buffs on the myNK platform. We are very excited about this beautiful partnership.”

With blockchain as its foundation and a ground-breaking business model, Miners Inc are contributing to and building the future of entertainment in India.

Having recently entered beta phase, myNK features an eclectic collection of films, documentaries and series. While India is undoubtedly a vast and film-crazy nation, the country’s cinephiles have been increasingly seeking out films from beyond just Hollywood and Bollywood.

myNK library (at launch and growing) currently comprises 200+ films/series and select docs, sourced from 34 countries. Some featured titles include: Banksy Does New York,Burma VJ, Cinema Novo, Flamenco at 5.15, The Fabulous Allan Carr, Fish Tank , Glory, Google and the World Brain, The Light of the Moon, The Man Who Saved the Louvre, Rellik and Tonio.

International launch partners include all3media, Dutch Features, ELO, First Hand Films, Imagination Films, Kew Media Distribution , National Film Board of Canada (NFB), Off The Fence/ZDF Enterprises, The Film Collaborative, Wide and Wide House who support MYNK’s incentivised social engagement and micro-distribution model, whereby fans are rewarded for their contributions, reviews, and onward-selling to other film buffs on the platform.

This works in thee steps: (1) the curators and film industry influencers introduce classic films, series and docs, not before seen in India, to the fan community for discussion and paid viewing. (2) The fan community is rewarded and incentivised for further engagement activities such as commenting/reviewing, recommending and on-selling (microdistribution) of the programs to others within the community. (3) All of this is transparently and securely reported 24/7 on the rightsholder dashboard, secured by blockchain.

myNK is directed and curated by Indian filmmaker/director and the poster boy of Indian independent cinema Anurag Kashyap (pictured above), along with other eminent professionals. Anurag has won multiple International awards and has been a jury member at numerous film festivals and, most recently, the director of Netflix’s first Indian Original Series Sacred Games. He also serves as a mentor to myNK and has played a key part in curating video content productions while developing knowledgeable audiences.

Gary Woolf (EVP Strategic Development, all3media) commented “Working with Miners Inc to make content available to the myNK platform has opened up the ability for us to take premium content direct to the Indian consumer on a transactional basis for the first time. The smart application of blockchain should allow us to reach a wide range of consumers across the country both securely and efficiently – providing our team with transparent reporting to track our success”

Nathalie Bourdon (Director, Distribution and Market Development, National Film Board of Canada) – “The NFB is proud to branch out to India to bring our curated collection of films to MinersINC VOD platform – an innovative, digital blockchain content provider. Partnering to create new and innovative ways to access our collection is part of the NFB DNA.”

According to Sabrina Nudeliman Wagon (CEO at ELO) “India is one of the biggest audiovisual markets in the world, it is a must! But is very hard due to bureaucracy and other challenges. We choose to enter the market with MinersINC due to its very experienced team, unique technology and innovative business model”

Per Wendy Bernfeld MD of Rights Stuff (digital content and licensing specialist), who has spearheaded the acquisition of the launch library: ‘’ In the past, India was a challenging market for international rightsholders concerned about piracy and lack of transparency. Adding the blockchain backbone squarely addresses both these historic barriers and is a brilliant solution for this region , particularly when combined with curation and filmfan engagement incentives”

With blockchain as a foundation technology and a business model, the founders of MinersINC, Nitin Narkhede (Founder and CEO), Deepak Jayaram (Co-Founder & Head Strategy & Innovation) have definitely paved the way for organised entertainment of the future in India.