iWorld
Report on Shemaroo

Amazon India to launch 10 originals in 2018

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/01/18/mix.jpg?itok=MnJIAn6l

MUMBAI: With the advent of digital and data cost coming down, there is a cut-throat competition among digital players to grab as many eyeballs as they can. Amazon Prime Video is set to launch 10 original shows in 2018 for India.

These include unscripted shows like Remix which is nearing its release, Comicstan which will be a hunt for the next stand-up comic and two more shows where the titles are in the final stages. This will later be followed by director Zoya Akhtar’s premier striped fiction - Made in Heaven along with Mirzapur and 4 More Shots. While calling the shows a pure labour of love, Amazon Prime Video India director content Vijay Subramaniam says, "We are very clear that we want to give our customers high quality and the process of setting that up takes a really long time. For every story we create, we make sure it gets the amount go time it deserves to be put together.”

E-commerce website amazon.in helps prime video in a great deal to penetrate into smaller markets as people already have a relationship with the brand. Subramaniam is of the opinion that young consumers in India like unscripted content and Amazon Prime Video and although the platform is only a year old, they want to get to a place where they will know what the right mix between scripted and unscripted is.

With a solid set of content on its platform and an equally aggressive attitude like Netflix and Hotstar, the platform banks on creative content marketing for the promotions of its shows. Amazon chose a funny path to promote American comedy web series The Tick with Indian comedian Jose Covaco who created hilarious videos about what the audience can expect from the show. 

José Covaco

With digital changing the way brands communicate with audience, Amazon Video uses social media in a large way to connect with the consumer and as a marketing tool but also leverages out of home (OOH) in a big way to promote the shows and the platform itself. But it wants to restrict its OOH only to metro cities as that is where the majority of viewership comes from. 

Amazon Video was launched in 2006 but came to India only in December 2016. Launched with an initial offer price of Rs 499 for free and faster delivery of goods bought on Amazon, free content viewing, and free music streaming, the subscription cost is expected to go up to Rs 999 this year. The move might come as a bad news for several subscribers as they might not be willing to pay the extra buck resulting in a drop of subscribers. 

Although the platform had a lukewarm beginning when it began operations in India, its original show - Inside Edge became a game changer for the player as the show went out to become one of the most successful property for the platform. The OTT player marked the new year by announcing its new scripted thriller show, Breathe which has the quality of cinematic television. With the availability in over 200 countries, the show will be available in Hindi, Tamil and Telugu.

In order to expand its reach, Amazon Video recently tied up with Indian telecom operator Bharti Airtel to offer one year of free subscription. Amazon Prime India director and head Akshay Sahi opines that the move enables seamless access to Amazon Prime for Airtel postpaid customers, providing a world of new video streaming content and more.

But the player faces stiff competition from global giant Netflix that also entered the Indian market in January 2016. Netflix in India comes with three different subscription plans – basic, standard and premium where the basic subscription plan starts as low as Rs 500. With data becoming cheap and smartphones become more accessible to a large part of Indians, it will be interesting to see how the digital and OTT space shapes up and how players create content for consumers. 

Also Read :

Guest column: Ads that didn't work!

The ins and outs of femvertising

Industry applauds Sam Balsara as he turns 67

Going from clicks to bricks

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/14/photogrid_plus_1623674463430.jpg?itok=VyZ8PKsS
Short-video app Changa ropes in Abhay Ojha as CEO

New Delhi : Tech firm BITCS has roped in Abhay Ojha as the CEO of its short video app, Changa. According to the company, Ojha's main role will be to scale up the platform and bolster its content offerings. Ojha has worked with Star India and ZEEL in the past, after which he set up a company called...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/14/photogrid_plus_1623669435076.jpg?itok=oOJdoWfC
Cricketer Rishabh Pant signs up with Moj

New Delhi: Cricket buffs can now look forward to connecting with cricketing sensation Rishabh Pant on short video app Moj. Ace wicket-keeper and batsman, Pant is the first Indian cricketer to join the app. "He will be sharing exclusive content from his cricket tours, thrilling action moments from...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/14/photogrid_plus_1623659022622.jpg?itok=4l_yXDgC
Aaron Herps appointed GM for AVIA's Coalition Against Piracy

KOLKATA: The Asia Video Industry Association (AVIA) has appointed Aaron Herps as the general manager of its Coalition Against Piracy (CAP), following the departure of Neil Gane who moved on to take up a position with the Alliance for Creativity and Entertainment (ACE). Herps joined AVIA in 2019 as...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/14/sony.jpg?itok=bVASSUwy
OTT industry working on compliance with new IT rules

The new regulations introduced for over-the-top (OTT) platforms continue to draw controversy. This time for the delay caused by OTT platforms and digital news publishers in ensuring full compliance with the Information Technology (Intermediary Guidelines and Digital Media Ethics Codes) Rules, 2021.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/14/zee5.jpg?itok=s1B0LhmE
Zee5 strikes up partnership with TVF

OTT platform Zee5 has announced a content partnership with TVF (The Viral Fever). After introducing Radhe: Your Most Wanted Bhai and Friends: The Reunion last month, the platform has now amped up its existing robust content library with more content of inherently Indian stories that resonate with...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/13/photogrid_plus_1623566185396.jpg?itok=Ui5bYtt4
GUEST COLUMN: The changing landscape of social networking platforms in India

Mumbai: Social networking and social media have evolved tremendously over the years. Social networking platforms have played a major role in facilitating the collaboration of people with similar interests by providing a way for people to interact instantaneously, without barriers, and using tools...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/11/dr-g-dhananjayan.jpg?itok=cyH0HvYe
SonyLIV on-boards Dr G Dhananjayan as head of Tamil content

Sony Pictures Networks India (SPN) on Friday appointed Dr G Dhananjayan as head - Tamil Content, Digital Business for its streaming service, SonyLIV.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/11/qq.jpg?itok=tEIlBkVk
Bollywood should explore superhero films with long-term licensing: Cosmos-Maya's Anish Mehta

Anish JS Mehta started his career as an accounts executive in 2003, and over time, he has managed to reach new heights. In 2010, he became the chief operating officer of Cosmos-Maya, a leading animation studio in India.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/11/netflix.jpg?itok=XcjPPIO9
Netflix launches online store to offer products curated from popular shows

Streaming giant Netflix has taken its retail ambition a step ahead with the launch of an online store. Netflix.Shop that will offer curated products based on its content.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required