Mumbai, Nov 9 (IANS) Anil Ambani-led Reliance Entertainment on Wednesday announced a new venture, an Android app called Chillx.

The entertainment conglomerate has invested in digital media content and distribution company called FunOnGo Media & Entertainment LLP, founded by Vijay Singh and Ujjwal

Narayan.

Chillx is an entertainment-based platform aimed at placing the power of choice in the hands of consumers.

The app will give consumers choice in languages, entertainment formats, genres as well as payment mechanisms.

The content available is across major Indian regional languages like Bengali, Tamil, Telugu, Kannada, Malayalam, Punjabi, Marathi and Gujarati.

Sweta Agnihotri, CEO -- Content Syndication, Reliance Entertainment, said in a statement: "While apps downloaded are mostly in line with global popularity, interest in content consumption in regional language is high."

"We see smartphone screen as a fantastic gateway to the consumer and our cross functional team will leverage its understanding of content and industry relationships to amplify value offering to the consumer."

The app is a digital entertainment departmental store that curates a mix of games, music, viral videos and clips, entertainment news, short films and full length movies.

Vijay Singh, CEO, FunOnGo Media and Entertainment LLP, said: "This endeavour allows us to widen the scope of consumer engagement on a scale that is possible only when you are a part of an entertainment conglomerate like Reliance Entertainment."

The need of the hour in the digital space is "innovative approach in the manner we produce and present our content," said Shibasish Sarkar, chief operating officer, Reliance Entertainment.

Chillx also contains an exhaustive games section, with some of them available on a try and buy basis.