iWorld

APOS '17: India’s share of local original shows high, says Nitesh Kripalani

BALI: Amazon Prime, a global OTT player targeting one of Asia’s biggest markets in terms of size and numbers, feels that, in India, localisation of the content and service would drive subscriber numbers and viewing time.

Pointing out that Amazon launched the Fire TV stick in India recently with a “localised” experience for consumers, Amazon Prime India director and country head Nitesh Kripalani said, “We localise it from having a voice mode, which can search content not only in English but also in Hindi. We localized it where you can monitor your data usage.”

Kripalani, who was speaking at Media Partners Asia-organized APOS 2017 in Bali on `India: Placing Bets On New Pipes And Old’ said the strategy of localisation of content in local languages and local payment methods for subscription is being followed depending on consumer feedback. Continuing on localisation, including original content, Kripalani admitted that India was the only market where Amazon has “announced larger number of original shows” in local languages.

“We have already announced 18 shows for India; first one is coming very soon. We want to change the way how creators create content. We want them to think unconstrained, we are asking them to go back and take a look at those projects they were wanting to make (but were not able to),” he explained, adding the content that his company was encouraging was essentially something with a feature film quality but made in an episodic format.

Amazon Fire TV stick not only gives the `local’ feel and experience, but also enables subscribers to watch high quality 4K content from Prime Video library and other content providers too on the big screen.

Because piracy, like in India, is a global phenomenon, Kripalani said Amazon’s goal is to “enable latest movies and TV shows” made available legally and the Indian entertainment market was big enough for such moves.

Kripalani pointed out that Amazon Prime looked at some of the problems of customers in India on availability of content on multiple services and set about working out a strategy with the goal to bring about change in the way creators created content and created universal shows that customers cared for. Customers, he added, anywhere in the world had similar demands --- they care about content selection, they care about reliability and convenient of access and the third was value.

Dwelling on the journey till now in one of the most exciting but complex market in Asia, Kripalani said that in four months the response from consumers had been very encouraging. “I think success will be if we build our super small market…and the way premium content is consumed (and) that will be a measure of the success.

“We are very excited with the growth of Fire TV stick and other products that we may bring in and, of course, we are looking at how the entire ecosystem is built in India, “Kripalani concluded, saying that the company is working across an array of India languages like Hindi, Tamil, Telugu, Bengali and Marathi, apart from English, for content development and the way service is available in India.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/pan.jpg?itok=tTyF0AZq
Vidnet 2021: Stakeholders need to come together to suppress piracy

NEW DELHI: Following the imposition of a nationwide lockdown in March, Indians were confined to their homes at odds and ends. There were no live sporting events, cinema halls were shuttered and TV channels were playing stale programming on loop; the only platforms supplying fresh content were OTTs...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/net.jpg?itok=Om8eo4gg
Netflix adds 8.5 mn paid subs in Q4 to blow past 200 mn mark

2020 may have been a disaster for most, but it’s the year Netflix struck gold. The global streaming giant in its Q4 results shared that it has added 8.5 million paid net additions and crossed the 200 million paid memberships mark.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/all.jpg?itok=n9ytnnTg
Vidnet 2021: Content diversification to define future of Indian OTTs

It’s undeniably the heyday of the youthful and dynamic Indian OTT landscape. After going from strength to strength in the past two-three years, it is now the fastest growing streaming market and is on course to becoming the biggest.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/vid.jpg?itok=Ahv-qjXE
Vidnet 2021: Technological advancements are a two-way street

The unprecedented growth and breakthrough of OTT platforms in Coronavirus-struck 2020 has been undeniably unprecedented. Streamers worldwide have reported a huge spike in traffic, with folks shelling out bucks hand over fist to keep themselves entertained in the age of social distancing.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/group.jpg?itok=eGf-IJ-C
Vidnet 2021: Local flavour drives OTT growth in MENA region

Consisting of 22 countries, speaking at least four different languages, and lined with a growing South Asian diaspora, the MENA region is one of the most diverse parts of the world rooted in traditions and culture.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/nimisha.jpg?itok=yww5IwD6
Nimisha Pandey to head Hindi originals for Zee5

MUMBAI: ZeeL has roped in National award-winning writer and director Nimisha Pandey to head the Hindi originals for its digital entertainment platform, Zee5. In this role, she will be responsible for creating quality original content for the OTT.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/whstapp.jpg?itok=qXrVkwl-
Delhi HC on WhatsApp privacy: ‘It’s voluntary, user can delete it’

KOLKATA: Amid the controversy surrounding WhatsApp’s updated privacy policy, the Delhi high court has remarked that it is a voluntary app and one can choose not to use the platform. The court was responding to a petition filed against the Facebook-owned messaging app following changes to its terms...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/dnet_0.jpg?itok=slqFnOdI
OTT summit Vidnet returns with first virtual edition

KOLKATA: Indiantelevision.com’s flagship OTT summit Vidnet is back with its latest edition. Like other large industry summits in the post-pandemic era, Vidnet is also going virtual this year. Contiloe has come on board as the supporting partner, Bitmovin and Pallycon are the technology partners;...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/zee5.jpg?itok=rpYSNCnf
Two senior Zee5 executives step down

KOLKATA: Rajneel Kumar and Jay Pandya, two senior executives at Zee5, have put down their papers.   Kumar joined Zee5 in 2018 as head - expansion projects & head of products, and was entrusted with expanding the consumer offering to increase users and revenue by building new business verticals...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required