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/2020/10/19/tring.jpg?itok=ZEWy5HC5
ALTBalaji acquires 17.5 per cent stake in Tring

KOLKATA: ALTBalaji has acquired 17.5 per cent stake in the online celebrity digital engagement platform, Tring. With this investment, Tring’s valuation rose to about Rs 100 crore in the short period since its inception earlier this year. The celebrity shout-out and engagement platform was started...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/19/voot.jpg?itok=Extcfv46
Voot strengthens content portfolio with Shemaro’s linear channels

KOLKATA: Voot has announced a strategic partnership with India’s leading content powerhouse Shemaroo Entertainment Ltd. to provide its live linear channels Shemaroo TV and Shemaroo MarathiBana to the millions of users of the platform.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/19/game.jpg?itok=eOAgafnb
GEMS 2020: Indie game developers continue to rise and shine!

When compared to the gaming scene in the U.S. and Europe, India's indie game development space is taking baby steps. But indie creators are making headway and getting noticed.

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/16/tran.jpg?itok=lnZyw92K
CapeTitans Games on bridging the gaps in game creation

The online gaming ecosystem is evolving rapidly in India. While many aspirant game developers are trying to make their mark on the industry, there is a gap when it comes to conceptualizing a game on the drawing board and selling it in the market. CapeTitans Games is trying to bridge that schism.

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/15/ott.jpg?itok=N3QsmKbU
SC seeks Centre’s response on regulating OTT platforms

KOLKATA: It seems that when it comes to self-regulation, OTTs have a tough long road ahead, as the supreme court has sought the centre's response on a public interest litigation (PIL) for regulating these platforms by an autonomous body.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/15/voot.jpg?itok=wsfAFtti
Catch the latest episodes of the new socially-distanced Shark Tank – Season 12 in India on the same day as the US, exclusively on Voot Select

“The road to riches is never straight and narrow. It can be riddled with financial land mines.”

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/15/st.jpg?itok=1D_kWUNF
GEMS: Psyche of Indian gamer

With a spurt in consumption during the lockdown, gaming is projected to only grow further. Although the gamers are majorly young and male till now, the users are gradually emerging across demographics.

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/14/gaming.jpg?itok=p_4Dmk9U
GEMS2020: Gaming & e-sports making its way into the mainstream

Thanks to the 4G mobile data boom, the cult of e-sports and gaming is going mainstream. The Indian online gaming industry is growing at an exponential rate year upon year, and is expected to be worth $1.1 billion by 2021.

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/13/bbb.jpg?itok=0vzL5wGN
Indian broadband subscribers growth down in July 2020

BENGALURU: Indian broadband internet subscribers growth for the month ended 31 July 2020 (Jul-20) was less than half (49.6 per cent) of the growth in Jun-20 as per the latest Telecom Regulatory Authority of India (TRAI) data. The broadband subscriber base grew by just 71.7 lakh in Jul-20 as...

iWorld Broadband

Sign up for our Newsletter

subscribe for latest stories

* indicates required